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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