THE ADVERTISING LANDSCAPE UK STUDY
The first large-scale study of British Podcast Advertising, benchmarked against 20+ ad-supported platforms.
BRITISH AUDIENCES DIDN’T GROW RESISTANT TO ADVERTISING. THEY DEVELOPED A STANDARD.
AND THE DATA SHOWS PODCASTING IS THE ONE FORMAT MEETING THAT STANDARD.
The story on podcast advertising has changed.
ENTER THE ADVERTISING LANDSCAPE UK STUDY
What we found:
1.
Among 18-24’s, podcast reach already beats broadcast TV - 61% vs 52%
2.
79% recall hearing a podcast ad in the past week - among 18-34s, recall now beats TV
3.
44% bought something after a podcast ad - the highest of any format tested, 10 points ahead of radio, 5 ahead of TV.
PRESS COVERAGE
AS PRESENTED AT
The Podcast Show, London | May 2026
The Advertising Landscape UK: first findings presented with Tom Webster, Sounds Profitable
WHAT OUR PARTNERS SAY
“Ben’s expertise and wisdom, combined with his deep knowledge of the market, were instrumental in building a strong foundation for the study.”
When we launched The Advertising Landscape UK Study, we were doing something that hadn't been done before, which made having a partner like Sound Insights and Ben Robins invaluable. Together, we surveyed 5,033 UK adults across more than 20 ad-supported platforms, presented the findings at The Podcast Show in London, and published a five-part series on Sounds Profitable that's since been picked up by PodNews and the wider trade press. Ben's expertise and wisdom, combined with his deep knowledge of the market, were instrumental in building a strong foundation for the study that we hope to build on for years to come.
Tom Webster, Partner, Sounds Profitable
INTERESTED TO KNOW MORE?
The full dataset includes genre-level cuts, demographic breakdowns, and US-UK comparisons. If you’re working on a commercial strategy, an agency pitch, or a show launch, get in touch and we’ll share it.
READ MORE ON SUBSTACK
ABOUT THE STUDY
In February 2026, Sounds Profitable, in partnership with Sound Insights, conducted the UK Advertising Landscape Study.
Built on a weighted sample of 5,033 UK adults aged 18+, it measured how British audiences actually experience advertising across more than 20 platforms — covering reach, attention, trust, and purchase behaviour.
The methodology was designed by Tom Webster, adapted from the US Advertising Landscape framework and applied to the UK market for the first time. The result is the most comprehensive cross-platform analysis of advertising effectiveness ever conducted in the UK.
The study was presented at The Podcast Show London in May 2026.
GET IN TOUCH
Get intelligence that makes a difference.
You can reach us directly through the below details, otherwise, fill out our form and we’ll be in touch.
Email: ben@sound-insights.co
Phone: +44 (0) 7749 140 492