Audacy is emphasizing that podcast advertisers should prioritize host expertise over celebrity allure, based on new research. The findings from Audacy’s “The New Rules of Podcast Advertising” report indicate that listeners are 27% more likely to be influenced by hosts who are knowledgeable about a topic, rather than by celebrities, and 21% more likely compared to hosts with large social media followings. This research stems from Audacy’s 2026 Power of Influencers study involving 1,000 adults.
The report asserts that effective podcast advertising is shifting focus from simply reaching large audiences to fostering trust and credibility with listeners. It highlights that ads endorsed by podcast hosts are seen as more authentic than those from other creators. Audacy introduces the concept of the “midfluencer,” referring to hosts who connect deeply with niche audiences, despite lacking mainstream recognition.
Leah Reis-Dennis, Head of Podcasts at Audacy, claims that much of the advice for podcast creators is outdated and emphasizes that mid-sized shows often yield better conversion rates due to strong audience trust. Audacy’s data shows campaigns on its network outperform industry benchmarks in multiple metrics.
Additionally, Audacy’s analysis versus Nielsen’s data shows greater lifts in brand awareness and purchase intent for its campaigns. CMO Jenny Nelson states that while podcasting is effective, its success depends on the right shows, hosts, and audience relationships. The report advises advertisers to balance strong host connections with audience-based buying to maximize effectiveness.
For further details, the full report can be downloaded here.
