Podcast ad spending rises among pharma companies, as the audio channel booms across industries
Pharma podcasting is picking up the pace, at least when it comes to advertising. The industry is now fifth among leading industries, accounting for 7% of the total $1.83 billion spent on podcast advertising last year, according to a recent study from the Interactive Advertising Bureau (IAB).
While that’s only about $130 million, it marks an increase of two percentage points over the previous year. The latest research, compiled by PwC for the IAB, estimates total podcast ad sales will top $2.27 billion this year and continue to climb to $3.35 billion in 2024 and $3.98 billion in 2025.
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