Advertisers to amp up podcast spend in 2025: IAB report

February 26, 2025 10:02

An overwhelming majority of agencies intend to increase podcast investments in 2025, as the advertising channel has grown to become an integral part of media planning, according to the Interactive Advertising Bureau’s (IAB) Audio Advertising State of the Nation report.

The report, which is in its ninth year and is supported by industry body Commercial Radio & Audio (CRA), covers the usage and attitudes to advertising in streaming music and radio, podcasts, and catch-up radio.

The recent survey was conducted over the recent December-January period, with 133 responses from media, creative and digital advertising agencies, agency trading desks and brands/companies that buy advertising.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.