IAB held its first annual Podcast Upfront showcase in September 2015, hosting an audience of marketers and media buyers interested in learning more about the “power of podcasts as a valuable platform to reach consumers.” In recognition of the platform’s growth as an important and emerging marketing medium, a formal, data-driven revenue analysis needed to be executed. Industry estimates existed; but, the range in published estimates was too wide to be reliable. IAB’s podcast group met and a sub-group of members elected to sponsor a study to properly assess the potential for advertising revenue across the industry. PwC was engaged in March 2017 to conduct a study by directly surveying the industry’s significant revenue generators.
Over 11 weeks, PwC performed . . .
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