NielsenPodcastingtodayInsightsforadvertisers Americansnowhavealmostwith podicasts: audience engagement increased.2.1MThis ircreased angagement is notewurthy for sveral reasans Many consider audlo an insar mrechim, yet at-hcme pocicest listaning has increaseclpodcasttitlestochoosefromre rampart then ever.that dalvsrs higher trand recall thar othcr forms o° advrtisingDaily podcast listeners are listening more often and to more titles56%52%41%44%3%4%Frequency of poicast IlsteningNunber of poicastsMortPeaT2gst nisvewr1 sart tik taeta Hohat a fweasgrasrof pesses ga/bun ctrge1 ir tts se: Te yavtirruorlently, thu s.rength of thr mginstream-yuund poucast industry su'is bgyurd sinplyof'e-ing wide-ranging suciences a growing tery ef titles for contert-hurgry gucicphilas9eanpul-Cwo0 J,ou Eupp9us ae s3ou9[2ne ise3cod g:nedeq 3-2u1 's/es,J3a99 o, Ailg,gecsesuol/cJuul EuIpuod:Nielsen And vhic ovcrall rcccusry sertiment Is r sing, the consumor study fsurd that asccsst Iistonsrsspike, Nielsens onguing cunsj'nur sertiment study fuurd in Maru1 2022 that 83% of Americarsare more Ikuly than ths general populatiun to resume: sum: of their pre-panderi: activities,no longur feul inhitited uy CCvID-1e.including shopuing for groceriss a: μhysical stores, shouping for ron-grocery iteins at prrysicalDue to the teduceu healti tisk, evan wth a slight ircresse in cases inApri, tne posilive sentirmentstcres end dining out st resteurante.emong corsumers sbout relurning o rety pre-pendemie ectivities has trenslated into action,6s S1% of res9orclants sey they n3ve rasumgd some rcrmal ectivities, whila 75% s8y they revePodcast listeners are increasingly resuming pre-COVID activitiesrasumad most ot thal- ncrmal sct vttis. Consumar artihudas also alnn wtt frs:csrter6ccromcsignals, as the Lnemakoyment ratr: was at 3.6%, as of March 2022 (coan fmom 6x in March 21211,Shup fur gFo0etin ul a sltrsand the Conferunc Boarts Present Situatiorn Index—fhich refizcts cursumer sentiment aboutthe business ard labor imreatwiwas ut 153 in Mero'i, uu 10 wnts lrormi Fesruery.Odeeih my veNeis81%U.S. Consumer sentiment about a recovery is strongIra+e resumed some momzl activhies91%Oct tegctier in per soe witi: frienda/fanilyInputic.thingsfeeorenomalthanasty01%My cieg'tow has largely errergcd cut of the crisishaveresunedostnomzlactivhie5%Spond time cutdoorsIt's safe 10 resume normal activitiesSho9 at a store for non-groccry itefisDire uu, ut rstaurts48%Go to pharnacyLE81%Visit ceffee shogs/cefes+41%ofU.S.podcast listeners+ Pofcorst isttners34%TotaipepatwtionhaveresumedmostShop lor cothesapartnlstsnormalactivitiesNielsen TheIABexpectsU.S.podcastad revenuetohit$2Bin2023The ertectiveness ot podcast advartising ls alreadya brigrt ontinn far brarcs lankng to increzsr: thsir visinity and drive unper-funne crgagamert. Accordling to Niclsen Podicast AdEffectiveness data, podcast auvertisemunts crive 14 points in trand avraruess and 7 μuints in inforrat on seeking. Those rretricsbuue wel fo: Imarse.ars in Nurth Aunerica, wlrose toy cbjective for t lexl yugr is lbuilting brurd ewerenuss, followed very closely tyersinNorttnew customer sccuistion, as cetsied ir Nelserys 2022 Anriusl Marketrg Report.spending by 50% or more, sbowe the glcbalavarage (11%Topfunneleffectiveness acrosspodcastsPodcastbrandliftbenchmarksScmettheirablityteipendngAwarenessRecallBrand fitSpecifi:+14PTSInfoseek+7pTS71%67%uderst:+5PTS+5PTSendstionScscs:ks per Peccia:2ar: pastrra tratns C1 20c2Nielsen For asvsrtisers,Its also Important that monc than half cfTracking the growth of available podcast contentpautcast listerers (53%) are spending mure tims: listering,with or1y 3% ruorting that they are spending ess tinmu(millions)SeriesEpisodessoertheclis:ening. Fcdcast eigagement is slso rising smong(millions)X:9 9e seues buiwgau 0ipne r9 (ec ouv. sieunsu00919consmsay they plan to reraase tteir podcast ccrsumrprionin thealmest ever with Fister cal acccast listerconsurT"st.d,thaerofnawnccastlistenars ts;Jo 6uuo362.4As we’ve scen across ths dligital ms:lia lardscape, podcastHalf of daily podcast listeners startedcruators aru reltying tu satiaje corsumer derard furconilent., Podeost audiervs ute? san Isten Le mtrz Bhen33.6listening to podcasts in the past two years2.07 millicn po3c9s1 series. 33c<ed oy nearly B2 milion1.52.1Indlvldual episcdlas, reareserting nespective Inonessas ot0.81a3% anc 173x, ir Just rv ycars4FEB 2020FEB 2C21 FE3 2022FEB 2020 FEB 2021 FES 2022Sast:C+xtt teC+Dce*J49%51%Podcast listeners nowspend'06minutesperdayin their vehiclesNielsen o, Gupo9s spue3 oy oulou2 ro ogue/ scw fenbo u2 s:u9soud s9posd2 pue s2ues is23god wou Je foJx 6u s22.oul 2uengage with podcast listerers. Thrat choice, Irovzvur, dcesn'; nued t: be a challenge, as arards car cut thruugh the ryriadcontent, opt oris br geining an urdersterdng of whtici1 gerres deiver thu highrest nerketing metrius for thuir messogus—srdwho shoulc deiver thefr: 56% cf oodcest lis:eners s3y trey pey mcre attention to ads thet the hos: reeds*.V/