Podcasting in the Marketing Mix in 2021

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  • 4/14/2021
    Podcasting is on fire right now. Consumers and marketers have followed them with spending in the channel estimated to have crossed the $1 billion mark this past year. thunder::tech president Jason Therrien was recently interviewed about this trend by Crain's Cleveland Business magazine.
    Podcasts are a serious part of the modern media approach with the IAB citing that 47% of brands consider it part of their marketing mix. We have worked in podcasting for years at thunder::tech. First, we started helping brands produce their own podcasting content. Our work then  expanded to media pitching, landing interviews with influential podcasters and  placing advertising and sponsorships. 
    According to Edison Research, 37% of Americans listen to podcasts monthly, which equates to more than 100 million U.S. consumers. They reach all age ranges as 49% of all Americans, 12-34, listen to at least one podcast per month and nearly one-quarter of all 55+ consumers in the United States are listening to podcasts monthly. This medium shows an impressive upward trend and is a viable option for all marketers to take advantage of in 2021.

    For more on the necessity of podcasts, click here to read Jason's full interview with Crain's Cleveland Business.

    For a little inspiration, click here to see the full catalog of our thunder::cast episodes.
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