Insights, tools and research to advance journalism

Podcasting has an ad-blocking problem of its own: the 15-second skip button

Wall Street Journal

You might have heard: Digital publishers are growing increasingly concerned about the effects of ad blocking

But did you know: Web advertisements face ad-blockers, DVRs let viewers fast forward through commercials, and now podcasting has an advertising problem of its own: The 15-second skip button lets listeners easily skip over ads. Podcast advertising has struggled to grow because of difficulties in audience measurement, and the 15-second skip only adds to those struggles. To try to deter ad skipping, Performance Bridge’s (which buys podcast ads on behalf of companies such as Warby Parker) chief executive Stephen Smyk says he prefers podcast ads to be an odd length: “Fifty seconds is better than 60 seconds. You don’t want those 15-second increments because that 15-second skip button hurts you.”

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

The American Press Institute

Our mission

We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
  • 2. Get your audience to pay
  • 3. Transform your culture
  • 4. Do your best journalism
  • Find out more about API »

API solutions for publishers

What we can do for you

API offers a suite of original tools and services for solving the biggest challenges in news:

  • Decide what beats to cover and how
  • Identify and develop the skills you need
  • Assess and improve your culture
  • Drive more reader revenue
  • Drive loyalty through accountability journalism
  • Make analytics work for you
  • Contact us to find out how »