Why Advertise with Podcasts to Reach Moms?

Podcasts are on the rise, but advertisers are slow to catch up with audiences. Here’s why you may want to jump on board while demand is low and prices are good.

1. Listeners are more likely to listen and not skip your ad

Podcast hosts typically read ads that seamlessly integrate into the episode making it easier to listen to and less likely to skip. Listeners want to hear the show, so they are less like to fast forward in order to not miss content. The listener has invested in listening to the show, unlike the radio where they may change the station.

2. Listeners are loyal and trust their hosts

Most listeners choose to listen to a podcast by who hosts it. These listeners trust what their hosts have to say and will more likely buy the products they push. Listeners maintain those relationships because they trust the people they listen to every week.

3. A wide variety of shows/audiences to target family

A great benefit to advertising with a podcast is that there is such a wide variety of shows and content that it’s easy to find a show that targets the demographic you are trying to reach and to find one that is compatible with your company and products. If you are not familiar with popular shows, here is a great place to browse and get oriented:

4. Podcast listeners are educated and have money to spend

The numbers are rising as Millennials lead in adoption and gain in income/age. Here are some recent statistics of typical podcast listeners:

51% Have 4-year degrees
21% 100K or higher income
41% 75K or higher income
38% ages 18-34
34% ages 34-54
64% listen on smartphones/34% listen on the computer


Steel brings together data, technology, creative and influence to deliver spectacular growth for brands that are marketing to the American family. Working side-by-side with client marketing teams and in-house agencies, Steel extends your leverage by contributing strategy, creativity, bandwidth and best practices. For healthcare, education, government and CPG clients especially, Steel’s full service, integrated agency capabilities and knowledge of marketing automation makes ideas possible and execution practical. Call Steel with your marketing challenges, and if we are not the right fit, we will point you in the right direction.


Learn to Pivot Faster!

Steel’s Five Slide Marketing Strategy teaches you how to react to unexpected changes in your market and prepare your company to execute a quick pivot in response to future contingencies. Stay competitive in a rapidly changing environment, develop an informed 3-6 month marketing strategy, rapidly collect data, focus thinking, and expedite your presentation, streamline executive level conversations for approval, and prepare in 2-3 days for a quick pivot.

Screen Shot 2020-09-30 at 11.43.52 AM