Podcast ads are at an all-time high — hitting 10.9 percent — but analysts say don’t hit the panic button just yet. Other media cram in far more ads, and new data shows what actually moves the needle isn’t the ad load at all. It’s net-new reach. When listeners hear an ad for the first time, conversions jump, especially with strong host reads. Retail brands are seeing standout results, and longer reads continue to outperform shorter ones.At the same time, TikTok is rapidly reshaping podcast discovery. About half of weekly TikTok users now say they find new shows on the platform, cementing its role as a top funnel for audio. And that influence is big enough to spark new industry alliances — including TikTok teaming up with iHeartMedia to create the TikTok Podcast Network, aimed at turning short-form video fans into long-term podcast listeners. 


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