Global publishes report for brands to capitalise on comedy podcasts

A new report published by Global looks into the rise in popularity of comedy podcasts and how brands can capitalise on them.

The bespoke research shows opportunities for brands to make powerful connections with audiences through laughter.

It found that almost half of people in the UK listen to comedy daily and 70% of people describe it as their ‘go-to’ genre, while 76% feel more of a connection to hosts and their guests in podcasts compared to other forms of comedy.

Katie Bowden Global’s Director of Commercial for Audio says: “Comedy podcasts are a great home for audio ad campaigns – from host reads to spot ads and integrated features, there’s something for every advertiser.

“The relationship between comedy podcast hosts and their fans is particularly unique and positive, allowing brand and product messaging to be seamlessly integrated into a show, to inspire listeners whilst they’re feeling relaxed and happy.”

Chris Lander Head of Comedy & Entertainment Podcasts at Global adds: “2023 has been an incredible year for podcasts and it goes without saying that I’m a fan of funny ones. Positive feedback from listeners is always fantastic to see so I’m delighted with this report’s findings.

“I’m proud that our content slate contains some of the best comedy podcasts in the UK – helping to spread a much-needed dose of laughter and fun. We’re excited to be continuing to grow our comedy slate here at Global.”

If you would like a copy of The Comedy Podcast Report from Global, you can download it by filling in a form here.