Maximising Returns of Podcast Sponsorship: 5 Ways to Measure ROI

Estimated reading time: 3 minutes

Podcasts have become a powerful medium for brands to reach their target audience in an engaging and intimate way. With millions of listeners tuning in regularly, podcasts offer a unique opportunity for sponsors to connect with potential customers.  Plus, the ability to target specific demographics or interests ensures that podcasts are very appealing for advertisers.

However, measuring the return on investment (ROI) for podcast sponsorships can be challenging compared to traditional advertising channels. Fortunately, there are several effective methods sponsors can utilise to gauge the success of the effectiveness of podcast sponsorships.

Research supports the effectiveness of delivering ROI for podcast advertising; with Sounds Profitable stating that the leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in TV and Radio do.  Plus, the addition of podcast advertisings to a multichannel media mix shows significant mid-funnel effects.

In this blog post, we explore five ways sponsors can measure their ROI and ensure they’re getting the most out of their podcast sponsorship investments.


1. Brand uplift studies

  • Brand uplift studies are relatively new in the podcast space, and also require a podcast sponsorship to have reached a significant audience. However, this qualitative data can be one of the most robust to prove the ROI of podcast sponsorships. Sponsors can conduct pre and post-dip research to understand listeners’ attitudes and behaviours towards their brand after hearing the podcast ad. By asking specific questions about brand awareness, purchase intent, and overall perception, sponsors can gain deeper insights into the ROI of their podcast sponsorships.  Companies such as Nielsen, Kantar and Veritonic have all been offering this to clients over the last few years.


2. Direct Response Tracking

  • One of the most straightforward ways to measure ROI from podcast sponsorships is through direct response tracking. By providing unique promo codes or custom URLs, sponsors can track how many listeners take action as a result of hearing their ad on a podcast. This method allows sponsors to directly attribute conversions to their podcast sponsorship efforts, providing clear insight into the effectiveness of their campaigns. Although highly effective, it’s important that the sponsored host-read is delivered in an authentic way so that it encourages the listener to take action.


3. Brand Mentions and Impressions

  • Monitoring brand mentions and impressions across various podcast episodes can help sponsors quantify the reach and exposure of their sponsorship placements. Tools like social listening platforms or podcast analytics services can track mentions of the sponsor’s brand name or product within podcast episodes. By analysing the frequency and context of these mentions, sponsors can assess the visibility and impact of their podcast sponsorships on audience engagement.


4. Website Traffic and Engagement

  • Another effective way to measure ROI is by tracking website traffic and user engagement during the podcast sponsorship period. Sponsors can use web analytics tools to monitor changes in website traffic, page views, and conversion rates during and after podcast ad campaigns. By correlating spikes in website activity with podcast release dates or promotion periods, sponsors can attribute increases in online engagement to their podcast sponsorships.


5. Long-Term Brand Metrics

  • While immediate results are important, sponsors should also consider the long-term impact of podcast sponsorships on key brand metrics. This includes metrics such as brand awareness, brand affinity, and customer loyalty, which may not manifest immediately but can significantly influence future purchasing decisions. By tracking these metrics over time through market research or brand tracking studies, sponsors can evaluate the overall ROI and effectiveness of their podcast sponsorship strategies.

Like all campaigns, measuring ROI for podcast sponsorships requires a combination of quantitative and qualitative approaches to capture the full impact of these campaigns. By leveraging direct response tracking, brand-uplift studies, audience feedback, brand mentions, website analytics, and long-term brand metrics, sponsors can gain a comprehensive understanding of the effectiveness of their podcast sponsorship campaigns.

If you would like to understand how podcast advertising or sponsorship can help you to achieve your marketing goals, contact us here.

For more information about podcast advertising, take a look at these blogs:


Auddy – Podcast Advertising and Sponsorship

Unlock the potential of podcast advertising with Auddy, your global partner for reaching engaged audiences. Our dedicated sales teams in the UK, Germany, and the DACH markets offer access to premium ad inventory tailored to your brand. Plus, we support audience development and engagement to maximise your impact.

As a boutique media buyer and seller, we understand your business and craft solutions to meet your needs. With Auddy, you can confidently tap into podcast audiences and drive meaningful results through podcast advertising. Find out more.

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Sally Miller20220318180839

Sally Miller

Chief Marketing Officer
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