Who really buys from Podcast ads?
Podcast ads drive real purchases. And just a small group of listeners do most of the buying.
That's according to new research from Sounds Profitable.
It is easy to see podcast advertising as a brand play. Good for awareness. Hard to link to sales.
The latest research suggests otherwise.
Sounds Profitable has published The Super Spenders, a special report from The Podcast Atlas.
This is US data. It does not describe UK listeners. But the patterns are useful for anyone planning audio advertising here.
1. Podcast ads drive real purchases
The study surveyed 5,061 US adults aged 18 and over who had used at least one ad-supported creator or media platform in the past 30 days.
Of the 2,525 who had consumed podcasts in the past month, 990 had made a purchase driven by a podcast ad in the previous three months.
The numbers break down like this:
39% of podcast consumers made a podcast-ad-driven purchase in the last three months.
28% of those buyers spent $300 or more. Sounds Profitable calls them 'Super Spenders'.
That makes super spenders 11% of all podcast consumers.
Everyone who bought but spent less than $300 is classed as a "moderate spender".
The takeaway: podcast ads are not just a brand channel. For 39% of podcast consumers in this study, they led to a purchase.
2. A small group drives most of the spending
Super Spenders make up 28% of podcast-driven buyers. Yet they account for roughly 62% of the tracked spend. The report notes this is conservative. Anyone who spent $1,000 or more was counted at $1,000, so the real share is likely higher.
So who are the Super Spenders?
Younger. Their average age is 39.4, against 45.7 for all podcast consumers
Better off. 36% have a household income of $100,000 or more, against 24% of all podcast consumers
More responsive. 44% say they often or always buy the advertised product after ads on creator platforms. Among Moderate Spenders, it is 20%
Better at remembering brands. On average, they recalled 2.5 advertised brands in the past week, against 1.7 for all podcast consumers
60% are men.
They are also in the market for bigger purchases. 60% plan to buy financial services or switch provider in the next three months, against 36% of all podcast consumers. For vehicles, it is 46% against 24%.
Their genre choices stand out too. 43% of super spenders listen to technology podcasts, against 26% of moderate spenders. News and comedy show little difference between the two groups.
Glenn Rubenstein, of research sponsors ADOPTER Media, describes many of the genres where super spenders over-index as "notoriously under-monetised". Put simply, advertisers may be under-spending where some of the best buyers are listening.
The takeaway: for businesses selling considered, higher-value products, this is the audience worth reaching.
3. They find shows through newsletters and clips
Super spenders don't only discover podcasts in a podcast app.
75% subscribe to at least one podcast newsletter, against 38% of all consumers.
Only 10% have never subscribed to a podcast newsletter, against 42% of all consumers.
Among those subscribers, 54% say a newsletter often or always leads them to an episode.
Among those who watch clips, 58% say a clip often or always turns them into a regular listener of a show, against 33% of all clip viewers.
On social platforms, the biggest gaps were on TikTok, X/Twitter, Threads and Twitch. Audio and video podcast reach was essentially the same for both groups.
The takeaway: Consider sponsoring newsletters as part of your marketing mix.
4. Reach, not attention, sets them apart
This is the most surprising finding.
You might expect the biggest buyers to be the most devoted listeners. They aren't. As the report puts it: "High spend is not explained by paying more attention or finishing more episodes" (Sounds Profitable, The Super Spenders, 2026).
What sets them apart is breadth.
They use more platforms each month: 6.9 on average, against 6.1 for Moderate Spenders.
They consume more podcast genres, with the gaps concentrated in technology, gaming, business, and kids and family.
And they buy through every format. Half or more have made three or more purchases influenced by ads in audio episodes, in video episodes, and in podcast clips on social media.
The takeaway: one spot on one show is unlikely to find this group. Spread and frequency give you a better chance.
5. Produced ads are persuasive
Host-read ads, (spoken by the podcast host), are still the format Super Spenders most often call the most persuasive. 30% choose them.
But produced, pre-recorded, radio-style ads come second at 25%. Among all podcast consumers, only 16% choose produced, radio-style ads.
This group also notices the format. Just 2% say they don't notice the difference between formats, against 12% of all podcast consumers.
In our view, that matters for smaller advertisers. Host-read ads depend on the host, the show and the schedule. A well-produced spot can run across many shows, and on radio too. That is the kind of spread this research points to.
The takeaway: the biggest buyers notice the format, and a quarter of them pick produced, radio-style ads as the most persuasive.
6. What do Super Spenders plan to buy next?
The report asked what people plan to buy, or which provider they plan to switch, in the next three months.
Super spenders led moderate spenders most in four categories:
Online mental health services: +19 points
Financial services: +18 points
Automotive: +18 points
Online medical services: +13 points
The takeaway: If you sell in any of these sectors, this audience is worth your attention.
7. What this means for UK businesses and agencies
We cannot assume UK listeners behave exactly like US ones.
But the lessons travel well:
Plan for spread, not a single show. Run across several shows and networks
Match the genre to the purchase. Business and technology audiences suit considered B2B and financial products
Give listeners an action. 49% of Super Spenders say they often or always visit the advertiser's website after ads on creator platforms, and 46% use the promo code. Make both easy
Make the production count. This audience notices the format
This is where Klaxon helps.
Klaxon uses AI to write and voice 30-second audio ads, set to music. You get three versions to choose from. You can edit the words, voice and music, then download your chosen ad as an MP3. Ads are available in more than 20 languages.
If you would rather we handled the whole campaign, our managed service takes care of production and books your campaign with Global, Bauer or Acast, where we hold agency agreements. Pricing is simple: a £99 production fee, and campaigns from £1,200 on Bauer or £2,000 on Global. Prices exclude VAT at 20%.
Create your own audio advert, or book a 15-minute call to talk through a managed campaign.
About the research: The Super Spenders is a special report from Sounds Profitable's Podcast Atlas, sponsored by Adopter Media. It surveyed 5,061 US adults aged 18+ who had used at least one ad-supported creator or media platform in the past 30 days. Data was collected by Signal Hill Insights and is unweighted, so it describes users of those platforms, not the whole US population. Read the full report: The Super Spenders (PDF).
