Smaller is better. At least when it comes to podcasts for ad performance.
Smaller podcasts consistently are more efficient at driving visitors per impression
smaller podcasts are more effective per dollar spent
smaller shows may have more committed, niche audiences that are more connected to the host
Which makes sense, since podcasts are basically audio-first influencer channels. It’s about audience engagement, not size.
More nuggets:
- 16% of site visits occur within 24 hours of hearing an ad
- 40% within a week
- 80% within 23 days