The news: Podcast ad spending intention will reach an 11-year high in 2025, and more advertisers are investing in the medium than ever, per a Cumulus Media and Signal Hill Insights report.

• Podcast ad spend intention reached 69% among agencies and advertisers surveyed, the highest in the eleven years tracked by Cumulus and Signal Hill.
• 78% are already investing in podcast advertising, five times higher than in 2015.
• Nine out of 10 agencies and advertisers surveyed have discussed podcast ads as a future investment.
• 55% of weekly podcast consumers listen to six or more hours of podcasts per week, and 34% of Americans overall are weekly podcast listeners.

The podcast trend: The findings align with advertiser’s growing interest in podcasts to reach engaged audiences that are increasingly tuning in.