New Podcast Research Report

Late last week, eMarketer published a great report on Podcast Advertising. Check out the latest article for highlights if you don't want to purchase. VoloMedia and Murgesh were included with Murgesh being quoted:

“Podcasting started out being a long-tail behavior. What you’re beginning to see is that this medium is now being embraced by brand name publishers. It’s something marketers are extremely comfortable with.” - Murgesh Navar, founder and chief strategy officer of VoloMedia, as quoted by ClickZ, Aug. 24, 2007.

Here are a few highlights pulled from the article:

• eMarketer estimates that the total US podcast audience reached 18.5 million in 2007
• That audience will increase by 251% to 65 million in 2012. And of those listeners, 25 million will be “active” users who tune in at least once a week.
• Driven by this audience growth, US spending on podcast-related advertising (including sponsorships) will rise to $435 million in 2012, up from $165 million in 2007. 

Jeff