As the digital advertising landscape continues to evolve, podcasting stands out as a unique medium: one where both attention and trust converge. The latest findings from The Advertising Landscape 2025 – Part Two by Sounds Profitable, presented by Tom Webster, reaffirm podcasting’s unique position as a high-impact, high-trust environment for advertisers.

This landmark study is the most comprehensive cross-media comparison of ad-supported platforms in the United States, shedding light on the growing influence of podcasting in an increasingly fragmented media landscape.

Podcast Ads: Reach with Big Impact

While ad-supported podcasts reach about 31% of U.S. adults monthly, they pack a powerful punch. Their effective ad reach rivals that of TikTok, despite TikTok having a much larger overall audience. What’s driving this? One word: attention.

Listeners of podcasts are not just pressing play—they’re truly engaged. According to the study, 86% of heavy podcast users recall hearing an ad in the past week, giving podcasting the highest ad recall among all ad-supported media channels, including TV, radio, YouTube, and social platforms.

The Trust Factor: Podcasting Outshines Social Media

It’s not just attention that podcasting excels at—it’s trust. The medium consistently scores highest in:

  • Trust in content
  • Belief in ad authenticity
  • Credibility of messaging

Listeners are significantly more likely to view podcast content and its advertising as accurate and free from misleading claims, putting it well ahead of social media in perceived credibility.

Authenticity That Resonates

Nearly half of podcast listeners say the advertising they hear feels authentic and natural, especially when read by trusted hosts. This connection isn’t accidental—host-read ads carry a personal tone that blends seamlessly into the content, amplifying both impact and relatability.

It’s no surprise that podcast hosts are emerging as some of the most persuasive and credible voices in media. Their familiarity and perceived sincerity give brands a unique channel for emotionally resonant storytelling.

Trust That Transcends Demographics

Another standout insight from the study is that trust in podcast advertising cuts across age, gender, and ethnicity:

  • Both men and women exhibit equally strong trust and recall.
  • The medium performs particularly well among Black and Hispanic/Latino audiences, as well as listeners aged 35–54.
  • Podcasting is one of the few media where female ad recall matches that of males, opening opportunities for brands aiming to connect with diverse and highly engaged female audiences.

The Credibility Gap: Social Media’s Struggle

In contrast, social media platforms continue to struggle with low credibility scores, both for their content and advertising. Audiences are increasingly sceptical of influencer and branded content on these channels, creating headwinds for marketers that rely heavily on these platforms.

Podcasting offers a refreshing alternative—a place where messaging is heard, remembered, and trusted.

Why This Matters for Advertisers

As brands seek deeper engagement and more authentic storytelling, podcasting provides a proven channel to cut through the noise. It’s not just about reach anymore—it’s about resonance.

At AdTonos, we believe in the power of audio to connect brands and audiences in meaningful ways. Whether it’s through programmatic podcast ads, dynamic creative, or our innovative addressable audio solutions, we help brands maximise every moment of attention.

Want to explore the full research findings? Download the complete Advertising Landscape 2025 – Part Two: Attention and Trust from Sounds Profitable here.