New research from Sounds Profitable and Magellan AI suggests that podcast advertising is not only highly effective on its own, but also serves as a strategic complement to AM/FM radio—especially when targeting female listeners. According to early findings from the 2025 Advertising Landscape report, podcast ads boast the highest recall rate across all ad-supported media, with 86% of podcast listeners recalling an ad in the past week.
What makes this especially relevant to radio broadcasters is the minimal gender gap in podcast recall. The study found nearly identical results for men and women: 86% and 85%, respectively. In contrast, AM/FM radio shows a significant disparity, with 86% recall for men but only 75% for women. Streaming radio widens the gap further, dropping to 65% recall among female listeners.
This presents a strong opportunity for radio brands to combine the broad reach of AM/FM with the targeted impact of podcasting. AM/FM radio excels at creating widespread awareness quickly, particularly during commutes and in-car listening. However, podcasting offers a more personal and focused listening experience, which can significantly boost message retention.
By using both platforms together, advertisers can amplify campaign effectiveness. A brand might use radio to cast a wide net, then reinforce key messages with podcast ads that reach listeners in a more engaged environment. Because both formats are audio-first, creative consistency is easy to maintain. Host-read podcast ads can mirror the tone and messaging used in traditional radio spots, building brand familiarity across different channels.
The data is especially promising for reaching female consumers. Podcasting’s 85% recall rate among women is higher than every other platform measured: television (80%), YouTube (73%), Instagram (69%), and Snapchat (53%). For advertisers and radio groups aiming to close the gender gap in engagement and attention, podcasting offers a measurable path forward.
This alignment between formats makes podcasting a natural extension of radio’s marketing strategy. Rather than competing, the platforms can work together to reach diverse audiences more effectively, especially in areas where traditional radio has room to grow.
The full results from the second installment of the 2025 Advertising Landscape report will be revealed during a live presentation on Wednesday, June 4 at 2 p.m. Eastern.