What Can We Do About Podcast Ad Skipping?

We get it. Podcast ads can be annoying – especially when they’re the same jingle-ridden message for the fourth time in a single episode. 

But before your thumb hovers over that skip button, there’s something you should know: skipping ads doesn’t just rob you of a discount code — it chips away at the shows you love.

According to Ad Nauseam, the latest report from Sounds Profitable, a staggering 75% of podcast listeners either don’t realize or don’t believe that skipping ads negatively impacts their favorite creators. 

That disconnect matters because while podcasting may feel like a casual, cozy medium, it runs on real-world revenue. 

And guess where that revenue comes from? Heard ads — not the skipped ones. And listen, we’re not here to guilt-trip you into listening to ads (or maybe we are?), we’re here to break down how podcast ad skipping works. 

In this blog, we’re going to dive into the latest data from Sounds Profitable on podcast advertising, what it means for creators, and what you can do to keep your audience engaged throughout your ad placements and enhance sponsorships.

How today’s podcast fans feel about audio ads

Contrary to popular belief, not all ads are inherently negative interruptions. Here’s the latest data on what people really think about podcast ads:

People don’t hate all ads – just bad ads

People aren’t anti-ad, they’re anti-bad ad.

Ad Nauseam reveals that 37% of skips are driven by "lack of interest or relevance," while 28% are because the product is already familiar. 

Turns out, listeners aren’t skipping because ads exist. They’re skipping because the ads aren’t good. Repetition fatigue, irrelevant products, uninspired scripts — they’re all reasons listeners bounce. In other words, it’s not the ad, it's the execution. 

But when the ads are well-made, well-matched to the show, and (imagine this) actually interesting, listeners don’t mind them. In fact, they sometimes even remember them. (Shocking, I know.)

Repetition fatigue

Hearing the same ad once? Fine. Twice? Sure. Three times in one episode and across five different shows? Now we’re spiraling.

Ad Nauseam uncovered just how sensitive listeners are to ad repetition. It’s not just the volume of ads — it’s the redundancy that grinds gears. While podcast listeners are surprisingly tolerant of ads overall, they start tuning out (or skipping entirely) when it feels like déjà vu with a promo code.  

According to the data, most listeners expect to hear 2–3 ads per episode, across one or two breaks. And the reality usually matches up: 67% of listeners reported hearing 2–3 ads in their last episode, with a perceived average of 3.1 ads. Most said that was “just the right amount.”

However, hearing the same ad multiple times in a single episode dampens interest for 26% of listeners, and 23% report paying less attention to the episode itself. It’s not just annoyance — it’s a breakdown of attention and loyalty.

People want to be entertained and informed 

Listeners remember ads that are funny, well-produced, or offer something new. In fact, 44% say they tolerate repeat ads more when they’re entertaining, 43% when they’re funny, and 36% when they’re informative.

Generic announcer reads, jarring production, and ads that sound like they were pulled from a radio archive? That’s what gets skipped. 

Listeners overwhelmingly prefer host-read ads that feel personal and well-integrated. If creators and advertisers want people to listen, the ads need to match the effort and energy of the content they’re wrapped in.

What you can do about podcast ad skipping 

Now, not all hope is lost. There are a few things you can do as a podcaster to help retain your listeners throughout the ads. 

Improve ad quality

One thing is clear: listeners aren’t anti-ads, as long as they’re relevant and don’t feel intrusive. 

That means there’s room to win listeners over — not by cutting ad volume, but by raising the bar on quality. Ads that are entertaining, informative, or aligned with the podcast’s tone aren’t seen as interruptions — they’re just part of the content experience. And when done right, they work: 58% of listeners have discovered a product they liked through a podcast ad, and 45% have actually made a purchase because of one. 

There are so many ways you can improve the quality of your ads – and this will ultimately depend on your show, your goals, and your audience – but here are a few of my favorites I think are worth mentioning: 

Step into your audience’s world 

We’ve said it before and we’ll say it again: without your audience’s attention, you have nothing. 

And the best way to earn their attention? Understand their likes, dislikes, pain points, consumption preferences, and values – and cater your content accordingly. 

As a podcaster, you’ll only want to partner with companies that are on-brand for your show and that you believe your audience will benefit from. There’s nothing worse than hearing an ingenuine host-read ad from someone who’s clearly never used a product and can’t communicate why their audience should try it either. 

To help ensure your ad slots are aligned with your audience, we suggest tapping into tools like B2B Analytics and Advanced Audience Demographics. These will give you granular insights into who your listeners are – like interests, lifestyle, social media habits, company name, income, job seniority, and much more – so you can ensure potential brand sponsors are reaching the right listeners. 

Turn to niche podcasts

In podcasting, trying to speak to everyone often ends up reaching no one. That’s why niche shows have become such a smart play — for both creators and advertisers. When you’re speaking to a specific audience, you’re not interrupting them with ads. You’re showing up in a space where your message actually makes sense.

And the numbers back it up: 63% of listeners say they’re less likely to skip ads on niche podcasts than on mainstream ones. That’s because the ads feel more relevant and the content feels more personal. These listeners aren’t just casually tuning in, they’ve made an intentional choice to be there. And when the host recommends something, it carries weight. 

Here’s what makes niche podcasting a win across the board:

• For podcasters, it’s about deeper relationships with listeners and more targeted sponsor partnerships.
• For brands, it’s a way to speak directly to the right people — without wasting time or money shouting into the void.

And sometimes, niche hits in unexpected ways. In a panel at SXSW, AG1’s Senior Partnerships Manager shared that some of their most effective campaigns came from sponsoring a bird-watching podcast. 

Why? Because the host had credibility, and the audience trusted the recommendation. When ads feel relevant and come from the right voice, they land.

Step out of your comfort zone

Let’s be honest — safe is often forgettable. That’s why the best podcast ads aren’t always coming from polished interview shows or carefully scripted brand segments. Some of the most engaging podcasts are proving that ads can be memorable, even entertaining, when creators are willing to stretch a little outside their usual format.

For example, shows like Your Mom’s House and Bad Friends have built loyal audiences in part because the ads don’t break the flow of the episode – they are the flow. The hosts riff on products, turn spots into running jokes, or drop in personal stories that make the ad feel like an extension of the show.

This approach doesn’t require a big production budget or a comedic background. It just requires a willingness to experiment. You can:

• Turn an ad into a personal story: Share how the product solved a problem or surprised you.
• Let your guest respond to the ad read: If it makes sense contextually, it adds a layer of authenticity.
• Play with format: Try integrating the sponsor naturally into your episode's theme, tone, or topic.
• Get a little weird (if it fits): A well-placed joke, a self-aware moment, even a subtle fourth-wall break can make the ad stick.

Ultimately, the best podcast ads sound like the show your audience came for — just with a useful recommendation baked in. And when listeners stay engaged during the break, you’re not just delivering value for your sponsors, you’re keeping the trust and attention you’ve worked so hard to build.

Refresh your ads

Here’s a harsh truth: even great ads get old fast — and if you’re bored, so is your audience. Repetition fatigue is one of the most common reasons listeners check out. And it’s not about the product — it’s about the delivery. 

You don’t need to reinvent the wheel every time, but small changes go a long way. Alternate the opening line or the anecdote. Try a new tone or CTA. If the core message stays the same, you’ve still served the sponsor, but with something that feels new enough to be heard.

One simple way to avoid sounding stale is dynamic ad insertion (DAI). It allows you to swap in updated ads across your back catalog without having to re-edit or re-upload entire episodes. In other words, DAI helps you keep your episodes feeling current — even when they’re several years old.  

Think of it like ad modularity: you record a few versions of your ad, and your hosting platform can automatically serve the right one to the right listener based on location, time of day, or campaign timing. It's especially handy for seasonal offers and geo-targeted promos.

In short, keeping your ads fresh doesn’t have to mean creating something brand new every time. It’s about building in just enough variation to stay relevant. When you put in that bit of extra thought and effort, your listeners stay engaged, your sponsors stay happy, and your content keeps working long after it’s published.

Be transparent about what ads mean for your show

Only 19% of listeners who used a podcast promo code did so to make sure the show got credit. That’s not because they don’t care — it’s because they don’t know.

Listeners want to support creators. But unless hosts connect the dots between hearing an ad and supporting a show, most people won’t realize the role they play. 

This doesn’t mean launching into a guilt trip. It means being honest. A quick line like “This episode is made possible by our sponsors” isn’t just polite, it’s informative. When listeners understand the exchange—free content in return for a few minutes of attention, they’re more likely to play along.

Here’s how to communicate this:

• Mention that sponsors help keep the show going.
• Say thank you to listeners for supporting the show by supporting the sponsors.
• If promo codes are involved, remind listeners that the show gets credit.

Perfect your ad placement 

Listeners are more forgiving of ads when they’re placed thoughtfully. Cramming three pre-rolls into the first minute of the show? That’s asking for a skip. According to Ad Nauseam, listeners prefer ads to be mid-roll or spread out, not front-loaded or dumped at the end, where no one’s paying attention.

The best placements feel like a natural pause in the conversation. Think of them like commercial breaks in a streaming series: not too early, not too late, and ideally at a moment where people want to come back. Smart timing keeps your show feeling smooth and keeps listeners from checking out.

Smarter ad placement in practice:

• Aim for mid-rolls after a clear content shift or cliffhanger.
• Don’t stack more than two ads in a row.
• Avoid all your ads living in the same spot every time.

Podcast ads that resonate

Podcast listeners aren’t asking for a commercial-free experience. They’re asking for a better one. The problem isn’t the existence of ads — it’s when they’re repetitive and irrelevant.

Whether it’s reworking your ad read to feel more natural, getting smarter about placement, being upfront about how ads support your show, or experimenting with something a little unexpected — small changes go a long way. At the end of the day, ads don’t need to break the listener experience. They can be part of it.

And when your listeners stay engaged through the break? That’s not just good for your sponsors. It’s good for your show, your relationship with your audience, and your long-term growth. So don’t be afraid to evolve how you approach advertising. If you’ve earned someone’s attention for 30 minutes, you can probably keep it for another 30 seconds — if you give them a reason to stick around.

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