Podcasting continues to stand out as one of the most effective audio channels for building brands and driving measurable sales results. The latest Nielsen Podcasting Today report from the U.S market (August 2025) reinforces that while listening levels remain strong, the true story lies in podcasting’s commercial impact — delivering impressive lifts in awareness, consideration, and purchase intent across multiple categories.
Drawing on almost 2,000 case studies from Nielsen’s Podcast Brand Impact Database, the research shows that podcast ads consistently outperform expectations at the top of the marketing funnel. On average, brand awareness increases by 10 percentage points following podcast ad exposure, while information-seeking rises by 8 points. This appetite to learn more reflects the medium’s unique ability to engage audiences in a trusted, conversational environment.
Crucially, the impact extends beyond awareness. Purchase intent climbs by six percentage points, while recommendation intent — a strong proxy for word-of-mouth advocacy — also rises by six points. In a fragmented media landscape where attention is scarce, podcast advertising continues to generate not only recall but meaningful shifts in behaviour.
A key factor underpinning this performance is listener sentiment. According to Nielsen, 62% of podcast listeners describe hosts as “likeable”, while over one-third find podcast ads “interesting,” “natural,” and “believable.” This authenticity is central to podcasting’s effectiveness. Ads are often read by hosts themselves, blending seamlessly with editorial content and delivering messages from voices audiences already know and trust.
That credibility translates into action. 66% of those exposed to podcast advertising say the brand feels like a good fit, demonstrating how well campaigns align with audience expectations. This sense of relevance enhances recall and drives stronger brand connections, positioning podcasting as a powerful complement to broader media plans.
The report also highlights the breadth of podcasting’s commercial influence. Across major sectors — from auto and CPG to financial services, retail, and travel — podcast campaigns deliver recall scores of around 68–72% and brand-fit levels averaging 65–69%. Even in high-consideration categories like finance and technology, where trust and understanding are paramount, podcasts perform exceptionally well in prompting research and purchase decisions.
For example, auto campaigns achieved 8-point lifts in both brand affinity and information-seeking, while technology and retail brands reported 7-point increases in purchase intent. These results underline how podcasting can play a role at every stage of the consumer journey — from awareness to conversion.
As marketers demand stronger ROI from their media investments, podcasting’s blend of engagement, trust, and measurable sales impact positions it as one of the most potent tools in the modern audio mix. Far from being a niche channel, podcasting has matured into a proven performance medium — one that not only tells compelling stories but sells them too.
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