--- title: "Case Study: Measuring the Impact of Podcast & Streaming Radio Advertising" description: Our case study reveals how combining podcast and streaming radio ads boosted engagement, with a 2.82% CTR and strong brand recall. image: https://i-crafters.com/hubfs/2025_Social_Posts_-_IC_-_Viewership-wide-17.jpeg --- [Skip to content](https://www.getdspconnect.com/blog/case-study-measuring-the-impact-of-podcast-streaming-radio-advertising#main-content) [![DSP Connect Logo](https://www.getdspconnect.com/hs-fs/hubfs/DSP%20Connect%20Logo.png?width=100&height=100&name=DSP%20Connect%20Logo.png)](https://getdspconnect.com) - [Home](https://www.getdspconnect.com) - [How We Compare](https://www.getdspconnect.com/platform-comparisons-dsp-connect) - Resources Show submenu for Resources - Client Log In - [Help Desk](https://helpdesk.getdspconnect.com/en) - [Affiliates](https://getdspconnectcom-998a.endorsely.com/) Open main navigation Close main navigation - [Home](https://www.getdspconnect.com) - [How We Compare](https://www.getdspconnect.com/platform-comparisons-dsp-connect) - Resources Show submenu for Resources - Client Log In - [Help Desk](https://helpdesk.getdspconnect.com/en) - [Affiliates](https://getdspconnectcom-998a.endorsely.com/) - [Get Started →](https://portal.getdspconnect.com/launch-client.html) [Get Started →](https://portal.getdspconnect.com/launch-client.html) [All posts](https://www.getdspconnect.com/blog/all) March 11, 2025 # Case Study: Measuring the Impact of Podcast & Streaming Radio Advertising By  [Influence Crafters](https://www.getdspconnect.com/blog/author/influence-crafters)  ·  2 minute read To assess the effectiveness of combining **podcast advertising with streaming radio ads**, we conducted an in-house campaign aimed at understanding how multi-channel audio strategies influence engagement and audience response. The campaign was designed to determine whether exposure to ads across both **on-demand podcasts** and **live streaming radio** would improve **brand recall, click-through rates, and overall engagement.** --- ## **Campaign Performance Data** | **Metric** | **Result** | | --- | --- | | **Total Audio Impressions** | 1,912 | | **Listeners Reached** | 808 | | **Clicks** | 54 | | **Click-Through Rate (CTR)** | 2.82% | | **Cost Per Listener (CPL)** | $0.047 | | **Cost Per Impression (CPM)** | $19.86 | ### **Key Findings** - **Click-through rates (CTR) reached 2.82%**, significantly exceeding the B2B Google Display benchmark of 0.46%. - **Podcasts provided sustained engagement**, with a **100% Listen-Through Rate (LTR).** - **Listeners reached through multiple audio platforms showed stronger interaction** compared to single-platform exposure. --- ## **Analysis of Multi-Channel Audio Exposure** ### **1. The Effect of Repeated Exposure Across Platforms** This campaign measured the impact of **sequential exposure**—first through podcast ads, then through streaming radio. - **Podcast ads** introduced the brand in an **on-demand environment** where listeners were highly engaged. - **Streaming radio ads** reinforced the messaging in a more **real-time, passive listening setting.** 📌 **Observation:** The combination of **intentional podcast listening and passive radio exposure** likely contributed to higher-than-average engagement rates. --- ### **2. Podcast Ads: Higher Listener Engagement** Podcast listeners tend to be **more engaged and focused** on content, making the **audio ad experience more immersive.** - **Click-through rates were 5.3x higher than display ad benchmarks.** - **Listeners were more likely to act after hearing the ad in an on-demand setting.** 📌 **Observation:** Podcast ads provide **longer, uninterrupted exposure to messaging**, which likely influenced the high engagement. --- ### **3. Streaming Radio: Broad Audience Reach & Recall** Unlike podcasts, **streaming radio** reaches audiences in **real-time, across various activities like commuting, working, or relaxing.** - **CPM of $19.86** indicated an efficient cost structure for reaching a large audience. - **Listeners were exposed to ads in a passive listening environment**, complementing prior engagement from podcasts. 📌 **Observation:** While radio ads may not generate the same direct action as podcasts, they play a key role in **reinforcing brand recognition.** --- ## **Implications for Future Audio Advertising** 🔹 **Multi-channel exposure improves engagement.** Listeners exposed to ads across both podcasts and streaming radio showed higher-than-expected CTRs. 🔹 **Podcast ads generate higher immediate action.** Listeners are more likely to click an ad after hearing it in a podcast setting. 🔹 **Streaming radio increases brand reinforcement.** The broader audience reach helps sustain messaging over time. --- ## **Conclusion** This campaign demonstrated that **combining podcast and streaming radio advertising leads to stronger audience engagement and higher click-through rates** than single-channel approaches. 📌 **Next Steps:** Future campaigns can test **variations in ad sequencing, audience segmentation, and messaging optimization** to further refine multi-platform audio strategies. 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