Podcast Advertising Drives Sales: NCSolutions Consumer Survey Demonstrates the More You Subscribe the More Likely You Are To Buy

Sales Lift Measurement Studies for Podcast Advertising Now Available for Consumer Packaged Goods (CPG) Brands 

NEW YORK, September 15, 2021– Podcasts are going mainstream and consumers who subscribe to six or more (which NCS calls “Power Subscribers”) do more than simply listen to their favorite programs; they actively discover and buy the products advertised in the audiocast. More than two-thirds (68%) of Power Subscribers have made a purchase compared to 42% of all podcast listeners according to a new consumer sentiment survey commissioned by NCSolutions (NCS), the leading company for improving advertising effectiveness for the consumer packaged goods (CPG) ecosystem.


Podcasts users who subscribe to six or more podcasts are more likely to buy the products advertised in the audiocast

Many podcast listeners are repeat buyers: 34% say they’ve purchased products two or more times after hearing an advertisement on a podcast, while 17% have bought products they’ve heard featured four or more times. In addition, 29% of all podcast listeners have used a promotional code they’ve heard during an audiocast. 

Beginning this month, podcast publishers, CPG advertisers and their agencies can use NCSolutions Sales Effect Measurement Studies to understand the full sales impact of their podcasting advertising campaigns. With one of the most robust and unique purchase data sets in the market, NCS has been measuring the incremental sales impact of advertising across all major media for more than 11 years. Podcasts are the newest addition to the NCS measurement suite. 

“As their popularity has grown, podcasts have become a new advertising medium for CPG brands,” said Lance Brothers, chief revenue officer, NCSolutions. “Podcast advertising hit a significant tipping point in 2021, with spending expected to reach $1 billion. As CPG brands look to justify further investments in the medium, they will need performance metrics that demonstrate the impact of their brands’ podcast advertising on incremental sales.”


One-third of podcast listeners (33%) say ads during a podcast are a good way for advertisers to reach them, and 27% find ads are enjoyable to listen to. However, Power Subscribers are even more likely to welcome podcast advertising, finding it useful and relevant, the survey findings indicate. Among Power Subscribers, 42% feel podcast advertising is a good way for brands to reach out to them.

One-third (32%) of Power Subscribers feel podcast advertising helps them learn about unique products they wouldn’t have discovered elsewhere. More than half (53%) of Power Subscribers say advertising helps them discover new products and 28% of Power Subscribers say podcast advertisements are relevant to them.

Podcast advertising makes a difference with listeners


Three of the top five types of products purchased as a result of podcast advertising are CPG-related: food and beverage, beauty and grooming and health and wellness. According to the survey, 42% of all listeners purchased food and beverage products after hearing a podcast advertisement, while 35% purchased beauty and grooming products and 31% bought health and wellness items. 

CPG related items are top products purchased as a result of podcast advertising


Podcast listeners and subscribers are receptive to the host’s influence. When they hear a host endorse a product, 36% of all listeners say they will research the item and 28% say they’re more likely to pay attention or remember the product. In addition, nearly one-third (32%) of Power Subscribers remember products endorsed by the host and 30% of this type of subscriber say they trust the podcaster’s opinion of a product.

If the podcast host endorses a product, they are more likely to research the item and remember it

“A podcast is a personal medium. Hosts are very influential when in the ears of subscribers and partnering with a podcaster who speaks to your audience can be a very powerful strategy,” said Linda Dupree, CEO NCSolutions. “Together, CPG brands have a real opportunity to connect and influence a listener’s purchase decisions; however just like any advertising campaign, there is a need to measure outcomes to fully realize the sales impact.”


Since the start of 2020, interest in podcasts has accelerated with more than one in three (34%) podcast listeners having started listening during that period. Among all podcast listeners, 88% say the time they’ve spent listening has either stayed the same or increased during the pandemic. Over half (56%) of Power Subscribers say they’re listening more frequently as well.

More people listening to podcasts than in before


With this new NCS sales lift measurement solution for podcasts, CPG brands can measure the sales impact of their podcast advertising investment, including both pre-recorded ads inserted in the programming and host-read ads. They are also able to measure podcasts that are downloaded and streamed and to compare the relative sales impact of a campaign across different types of media. For example, advertisers can use NCS Sales Effect to measure digital and podcast advertising together or individually. To learn more go HERE

Information about measuring NCS sales impact on their product advertising investment


The findings are from a newly commissioned consumer survey by NCSolutions (August 2021). It is nationally representative with 2,043 respondents. 52% of the respondents indicated they are podcast listeners, ages 18+. The survey was weighted by age, gender, region, educational attainment and other demographics to accurately represent the overall U.S. population.

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