Measuring Podcast Advertising Effectiveness

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2024 was a big year for the podcast industry. Not only were there several huge deals signed, but podcasts wielded significant influence in the US presidential election. These days it’s impossible to open YouTube, TikTok, or Instagram without coming across podcast clips, and the market is still poised for significant growth in the coming years.

But if you run a small-to-mid-sized podcast, it’s still incredibly difficult to make a living from your work. You need to join an advertising network to generate significant revenue, and most networks won’t accept you unless you meet a minimum audience threshold.

To deal with these challenges, many podcasters turn to Scott Porch. Scott runs Big IP, a podcast management company that helps podcasters grow their audiences and monetize their content. In a recent interview, he explained how he chooses which podcasters to work with, what value he brings to the relationship, and why he’s bullish on paid subscriptions for podcasts.