Guest writer Ben Robins analyzes new data from The 2026 UK Advertising Landscape Study.

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A new study from Sounds Profitable and Sound Insights finds that podcasting reaches 60% of UK adults aged 18 to 34 monthly, outpacing broadcast TV's 57% reach in the same demographic. The 2026 UK Advertising Landscape Study, fielded with more than 5,000 UK adults and weighted to census, also finds that 35 to 54 year olds have the highest rate of "Prime" podcast usage of any age group, at 16%. The findings challenge the conventional UK media planning framework that treats podcasting as a supplementary buy, suggesting it is already the primary option for brands targeting audiences under 45.

• Written by Ben Robins
• Edited and narrated by Gavin Gaddis
• Text and audio edited by Tom Webster

Find the full article here on Sounds Profitable.