{"id":3573,"date":"2026-05-11T01:28:15","date_gmt":"2026-05-11T08:28:15","guid":{"rendered":"https:\/\/www.millionpodcasts.com\/blog\/?p=3573"},"modified":"2026-08-04T04:03:23","modified_gmt":"2026-08-04T11:03:23","slug":"podcast-ads-vs-influencer-marketing","status":"publish","type":"post","link":"https:\/\/www.millionpodcasts.com\/blog\/podcast-ads-vs-influencer-marketing\/","title":{"rendered":"Podcast Advertising Cost vs Influencer Marketing Compared"},"content":{"rendered":"\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"Article\",\n      \"headline\": \"Podcast Ads vs Influencer Marketing Cost and ROI Compared\",\n      \"description\": \"How podcast ads and influencer marketing compare on cost, ad recall, ROAS, attribution, and ROI, with 2026 benchmarks and a framework to choose the right channel.\",\n      \"image\": \"https:\/\/www.millionpodcasts.com\/blog\/wp-content\/uploads\/2026\/05\/podcast-ads-vs-influencer-marketing.jpg\",\n      \"datePublished\": \"2026-05-11T08:28:15+00:00\",\n      \"dateModified\": \"2026-08-04T00:00:00+00:00\",\n      \"author\": {\n        \"@type\": \"Person\",\n        \"name\": \"Kris Cardoza\",\n        \"url\": \"https:\/\/www.millionpodcasts.com\/blog\/author\/kriscardozapvt\/\"\n      },\n      \"publisher\": {\n        \"@type\": \"Organization\",\n        \"name\": \"MillionPodcasts\",\n        \"logo\": {\n          \"@type\": \"ImageObject\",\n          \"url\": \"https:\/\/cdn.millionpodcasts.com\/assets\/product-logo\/millionpodcasts-full.svg\"\n        }\n      },\n      \"mainEntityOfPage\": {\n        \"@type\": \"WebPage\",\n        \"@id\": \"https:\/\/www.millionpodcasts.com\/blog\/podcast-ads-vs-influencer-marketing\/\"\n      }\n    },\n    {\n      \"@type\": \"FAQPage\",\n      \"mainEntity\": [\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Are podcast ads more effective than social media ads?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Podcast ads lead on recall and trust. Sounds Profitable's 2025 study found 86% of active listeners recalled an ad, more than any other ad-supported medium. Social media ads lead on visual proof and fast reach. Match the channel to whether you need trust or speed.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How much do podcast ads cost compared with influencer marketing?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"In the US, podcast host-read mid-roll ads run $18 to $40 per thousand downloads for shows under 50,000 downloads an episode. Large shows above 50,000 downloads command $40 to $80 per thousand. Instagram micro-influencers charge $100 to $1,000 per post. Macro accounts charge $10,000 to $50,000 or more. Adjust both for real reach before comparing.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Which has better ROI, podcast ads or influencer marketing?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"For purchases that need explanation or trust, podcast ads usually deliver stronger ROI. Improvado's 2026 analysis of 6,800 campaigns put average podcast ROAS at $4.90, with e-commerce at $6.70. For visual, impulse, or under-30 purchases, influencer content often converts faster.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Can you run podcast ads and influencer marketing together?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Yes, and above roughly $15,000 it is often the strongest approach. Give each channel a different job. Use podcast placements to explain the product and build trust, and influencer content to show it in use. When the two do different jobs, the overlap reinforces rather than wastes spend.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How do you measure podcast ad conversions?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Use unique per-show promo codes, show-specific vanity URLs, pixel-based attribution such as Podscribe, and post-purchase surveys together. Set the window to 30 to 60 days. Pixel attribution catches buyers who never type a code, so it surfaces conversions that codes and surveys miss.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What ROAS can I expect from podcast advertising?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Improvado's 2026 analysis of 6,800 campaigns found an average return on ad spend of $4.90 across all industries. E-commerce campaigns averaged $6.70, which is 23% above social media's $5.44 in the same data set. Host-read placements consistently outperform pre-recorded spots on conversion.\"\n          }\n        }\n      ]\n    }\n  ]\n}\n<\/script>\n\n<link rel=\"preconnect\" href=\"https:\/\/fonts.googleapis.com\">\n<link rel=\"preconnect\" href=\"https:\/\/fonts.gstatic.com\" crossorigin>\n<link href=\"https:\/\/fonts.googleapis.com\/css2?family=Poppins:ital,wght@0,400;0,500;0,600;0,700;1,400&display=swap\" rel=\"stylesheet\">\n\n<style>\n\/* HEADING RESET *\/\n.mp-blog-post h2,.mp-blog-post h3,.mp-blog-post h4{font-family:'Poppins',sans-serif !important;font-weight:600 !important;text-transform:none !important;letter-spacing:normal !important;border:none !important;background:none !important;box-shadow:none !important;padding:0 !important;color:inherit !important;}\n\/* WRAPPER *\/\n.mp-blog-post{position:relative !important;padding:24px 0 56px !important;font-family:'Poppins',sans-serif !important;display:flex !important;align-items:flex-start !important;gap:44px !important;}\n\/* 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misleads you on both channels, and the fix<\/a><\/li>\n        <li><a href=\"#where-inflated-numbers-enter\">Where inflated numbers hide, and how to spot them<\/a><\/li>\n        <li><a href=\"#which-channel-listeners-remember-more\">Which ads listeners actually remember and act on<\/a><\/li>\n        <li><a href=\"#conversion-rates-third-party-data\">How podcast and social ad conversion rates compare<\/a><\/li>\n        <li><a href=\"#why-attribution-works-differently\">Why attribution breaks differently for each channel<\/a><\/li>\n        <li><a href=\"#how-long-before-results-show-up\">How long until measurable podcast ad ROI shows up<\/a><\/li>\n        <li><a href=\"#which-channel-keeps-earning\">Which channel keeps earning after you stop paying<\/a><\/li>\n        <li><a href=\"#scenarios-podcast-advertising-wins\">Seven times podcast ads beat influencer spend<\/a><\/li>\n        <li><a href=\"#scenarios-influencer-marketing-edge\">Five times influencer marketing has the edge<\/a><\/li>\n        <li><a href=\"#running-both-without-duplication\">How to run both without paying for one audience twice<\/a><\/li>\n        <li><a href=\"#which-channel-matches-your-goal\">How to match the right channel to your goal<\/a><\/li>\n        <li><a href=\"#faq\">Quick answers to the questions buyers ask most<\/a><\/li>\n      <\/ol>\n    <\/nav>\n  <\/aside>\n\n  <article class=\"mp-article\">\n\n    <p class=\"mp-p\">Two campaigns ran on the same budget last quarter. One went to a lifestyle influencer with 280,000 Instagram followers. The other went to a podcast with 9,000 weekly listeners in the product's exact niche. The influencer post earned 3,800 likes; the podcast drove 23 promo code redemptions and 14 purchases by day 30.<\/p>\n\n    <p class=\"mp-p\">That gap is the real question behind podcast ads vs influencer marketing. Before you weigh shows against creators, see our guide to <a href=\"https:\/\/www.millionpodcasts.com\/blog\/what-do-podcast-sponsors-look-for\/\" rel=\"noopener\" target=\"_blank\">what podcast sponsors look for<\/a>. The channel that looks cheaper by CPM is not always the one that earns more by conversion.<\/p>\n\n    <p class=\"mp-p\">Neither channel wins every situation. For high-consideration, B2B, and trust-led purchases, podcast ads deliver stronger ROI. For visual, impulse, and under-30 buys, influencer marketing converts faster. This guide compares both on cost, recall, ROAS, attribution, and long-term value, then gives you a framework to choose.<\/p>\n\n    <div class=\"mp-answer-box\">\n      <span class=\"mp-answer-label\">Quick answer<\/span>\n      <p class=\"mp-answer-text\">Which wins on ROI, podcast ads or influencer marketing? <strong>It depends on product type and buyer stage.<\/strong> Podcast ads win high-consideration, B2B, and trust-led purchases. Improvado's 2026 data across <strong>6,800 campaigns<\/strong> puts average podcast ROAS at <strong>$4.90<\/strong>. Influencer marketing wins visual, impulse, and under-30 buys that need fast awareness. Match the channel to the buyer's stage, not the cheaper rate card.<\/p>\n    <\/div>\n\n    <div class=\"mp-cta-bar\">\n      <span>Picking a channel is the easy part. Finding shows whose listeners match your buyer is the hard part.<\/span>\n      <a href=\"https:\/\/www.millionpodcasts.com\/register?_src=mp_blog\" rel=\"noopener\" target=\"_blank\">Filter 3M+ podcasts free &#8594;<\/a>\n    <\/div>\n\n    <nav class=\"mp-toc mp-toc-inline\" aria-label=\"What This Guide Covers\">\n      <strong class=\"mp-toc-label\">What This Guide Covers:<\/strong>\n      <ol class=\"mp-toc-list\">\n        <li><a href=\"#what-both-channels-cost-2026\">What each channel actually costs in the U.S. right now<\/a><\/li>\n        <li><a href=\"#why-cpm-misleads-you\">Why CPM misleads you on both channels, and the fix<\/a><\/li>\n        <li><a href=\"#where-inflated-numbers-enter\">Where inflated numbers hide, and how to spot them<\/a><\/li>\n        <li><a href=\"#which-channel-listeners-remember-more\">Which ads listeners actually remember and act on<\/a><\/li>\n        <li><a href=\"#conversion-rates-third-party-data\">How podcast and social ad conversion rates compare<\/a><\/li>\n        <li><a href=\"#why-attribution-works-differently\">Why attribution breaks differently for each channel<\/a><\/li>\n        <li><a href=\"#how-long-before-results-show-up\">How long until measurable podcast ad ROI shows up<\/a><\/li>\n        <li><a href=\"#which-channel-keeps-earning\">Which channel keeps earning after you stop paying<\/a><\/li>\n        <li><a href=\"#scenarios-podcast-advertising-wins\">Seven times podcast ads beat influencer spend<\/a><\/li>\n        <li><a href=\"#scenarios-influencer-marketing-edge\">Five times influencer marketing has the edge<\/a><\/li>\n        <li><a href=\"#running-both-without-duplication\">How to run both without paying for one audience twice<\/a><\/li>\n        <li><a href=\"#which-channel-matches-your-goal\">How to match the right channel to your goal<\/a><\/li>\n        <li><a href=\"#faq\">Quick answers to the questions buyers ask most<\/a><\/li>\n      <\/ol>\n    <\/nav>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"what-both-channels-cost-2026\">1. What Podcast Ads and Influencer Marketing Cost<\/h2>\n      <p class=\"mp-p\">Before any comparison helps, you need real numbers. Not concepts, but dollar ranges for U.S. campaigns today. Our deeper breakdown of <a href=\"https:\/\/www.millionpodcasts.com\/blog\/podcast-advertising-cost-cpm-rates-by-genre-size\/\" rel=\"noopener\" target=\"_blank\">podcast advertising cost and CPM rates<\/a> covers rate cards by genre and show size.<\/p>\n\n      <h4 class=\"mp-h4\">Podcast advertising<\/h4>\n      <p class=\"mp-p\">Host-read mid-roll ads run $18 to $40 per thousand downloads for shows under 50,000 downloads an episode. Shows above 50,000 downloads typically command $40 to $80 per thousand. The top tier of shows can reach $130 per thousand. These rates apply to shows with millions of subscribers and are usually negotiated directly with networks.<\/p>\n      <p class=\"mp-p\">Programmatic and pre-produced spots run lower, between $8 and $18 per thousand. They trade the host-read trust advantage for broader reach and faster activation. Flat-rate deals for smaller shows land between $300 and $1,500 an episode. Monthly packages of fixed placements run $600 to $4,000 for mid-tier shows.<\/p>\n      <p class=\"mp-p\">Affiliate deals let you pay per confirmed sale. A host offers them when they trust their audience's relationship to your product.<\/p>\n\n      <h4 class=\"mp-h4\">Influencer marketing<\/h4>\n      <p class=\"mp-p\">Instagram micro-influencers with 10,000 to 100,000 followers charge $100 to $1,000 a post. Mid-tier accounts of 100,000 to 500,000 followers run $1,000 to $10,000 a placement. Macro accounts above 500,000 followers command $10,000 to $50,000 or more. TikTok creator fees at comparable reach sit slightly lower.<\/p>\n      <p class=\"mp-p\">YouTube integrations run 60 to 90 seconds mid-video and cost more, because the format holds attention and stays searchable. Multi-creator campaigns add creator fees, usage rights, and management costs fast. A plan that looks like $15,000 in rates often reaches $60,000 to $90,000 once those layers land.<\/p>\n      <p class=\"mp-p\">Build a full budget for each channel before you compare, including platform fees, management, and production. Single-show and single-creator rates understate the true cost on both sides.<\/p>\n      <p class=\"mp-p\">Before you set a rate-card budget, narrow the universe. <a href=\"https:\/\/www.millionpodcasts.com\/podcasts-directory\" rel=\"noopener\" target=\"_blank\">MillionPodcasts<\/a> lets you filter 3M+ shows by listener demographics, whether they carry sponsors, and estimated monthly listeners, so you start from shows that fit your buyer before you ever negotiate a rate.<\/p>\n\n      <p class=\"mp-colon-intro\">How both channels price for the same reach goal:<\/p>\n      <div class=\"mp-table-wrapper\">\n        <table class=\"mp-table\">\n          <thead>\n            <tr>\n              <th>Channel<\/th>\n              <th>Format<\/th>\n              <th>Typical Rate<\/th>\n              <th>What You Pay For<\/th>\n            <\/tr>\n          <\/thead>\n          <tbody>\n            <tr>\n              <td><strong>Podcast ads<\/strong><\/td>\n              <td>Programmatic or pre-produced<\/td>\n              <td>$8 to $18 CPM<\/td>\n              <td>Per thousand downloads; broad reach, lower engagement<\/td>\n            <\/tr>\n            <tr>\n              <td><strong>Podcast ads<\/strong><\/td>\n              <td>Host-read mid-roll (under 50K downloads per episode)<\/td>\n              <td>$18 to $40 CPM<\/td>\n              <td>Per thousand; high trust, <a href=\"#which-channel-keeps-earning\">baked-in longevity<\/a><\/td>\n            <\/tr>\n            <tr>\n              <td><strong>Podcast ads<\/strong><\/td>\n              <td>Host-read mid-roll (50K+ downloads per episode)<\/td>\n              <td>$40 to $80 CPM<\/td>\n              <td>Per thousand; top 1% of shows can reach $130<\/td>\n            <\/tr>\n            <tr>\n              <td><strong>Influencer<\/strong><\/td>\n              <td>Instagram micro (10K to 100K followers)<\/td>\n              <td>$100 to $1,000 per post<\/td>\n              <td>Adjust for 1% organic reach before comparing<\/td>\n            <\/tr>\n            <tr>\n              <td><strong>Influencer<\/strong><\/td>\n              <td>Instagram mid-tier (100K to 500K followers)<\/td>\n              <td>$1,000 to $10,000 per post<\/td>\n              <td>Real CPM often $500+ per thousand viewers<\/td>\n            <\/tr>\n            <tr>\n              <td><strong>Influencer<\/strong><\/td>\n              <td>Macro or mega (500K+ followers)<\/td>\n              <td>$10,000 to $50,000+ per post<\/td>\n              <td>Add usage rights and management fees on top<\/td>\n            <\/tr>\n          <\/tbody>\n        <\/table>\n      <\/div>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"why-cpm-misleads-you\">2. Why CPM Misleads You on Both Channels<\/h2>\n      <p class=\"mp-p\">CPM, or cost per thousand impressions, is the industry's shared yardstick. It is also the number most likely to mislead you. The reason differs by which channel you buy.<\/p>\n\n      <h4 class=\"mp-h4\">Why podcast CPM understates your real cost<\/h4>\n      <p class=\"mp-p\">Podcast CPM comes from download counts. A download is a file request from a server, not a confirmed listen. Auto-syncs from lapsed subscribers count. Background downloads on devices that never played the episode count too. In documented cases, so do inflated request volumes from scripts.<\/p>\n      <p class=\"mp-p\">Episode completion rate corrects for this. A 65% completion rate means roughly 65% of those downloads produced a listener who stayed through your mid-roll spot.<\/p>\n      <p class=\"mp-colon-intro\">The adjusted CPM math is simple: divide the published CPM by the completion rate, then multiply by 100.<\/p>\n      <div class=\"mp-formula\">Adjusted CPM = (Published CPM &divide; Completion Rate) &times; 100<br>Example: $30 CPM at 65% completion = $30 &divide; 0.65 &times; 100 &asymp; $46 per thousand real listeners<\/div>\n      <p class=\"mp-p\">A $30 CPM at 65% completion costs about $46 per thousand listeners who actually heard the ad. Run this before you compare two shows on price alone. The <a href=\"#which-channel-keeps-earning\">longevity section<\/a> shows why this adjusted figure also changes the long-term math for baked-in placements.<\/p>\n\n      <h4 class=\"mp-h4\">Why influencer CPM overstates your real reach<\/h4>\n      <p class=\"mp-p\">Influencer CPM usually comes from follower count, not from how many people the post reached. Average organic reach for a 100,000 to 500,000 follower account sat near 2.4% in 2019. By 2024 it had fallen to roughly 1%. Influencer Marketing Hub's tracking of more than 100,000 accounts put it between 0.7% and 1.1% for that tier.<\/p>\n      <p class=\"mp-p\">A 200,000-follower account reaching 1% of its audience delivers 2,000 real impressions. A $3,000 deal there is an effective CPM of $1,500 per thousand viewers, not the $15 follower math suggests. No proposal flags this. You run the division yourself.<\/p>\n\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">What to do<\/span>\n        <p class=\"mp-p\">Work out effective CPM for every shortlisted option before you compare on price. A podcast at $50 CPM with 75% completion and an Instagram post at $15 CPM with 1% reach are both misrepresented by their headlines. Run both calculations before you rank them.<\/p>\n      <\/div>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"where-inflated-numbers-enter\">3. Where Inflated Numbers Enter Each Channel<\/h2>\n      <p class=\"mp-p\">Both channels have documented fraud problems. They sit in different places and need different checks.<\/p>\n\n      <h4 class=\"mp-h4\">How podcast download numbers get inflated<\/h4>\n      <p class=\"mp-p\">Scripts that fire repeated file requests across rotating IPs can generate IAB-valid downloads with no human pressing play. Investigations have documented publishers buying artificial listeners through mobile game ad networks. A player taps an in-game ad, an episode downloads automatically, and that download counts as real reach.<\/p>\n      <p class=\"mp-p\">Passive auto-syncs add a second layer. A listener subscribed two years ago, stopped engaging, and never unsubscribed. They still receive every new episode file. That listener is gone, but the download is counted.<\/p>\n\n      <h4 class=\"mp-h4\">How influencer numbers get inflated<\/h4>\n      <p class=\"mp-p\">Fake follower purchases are cheap and well documented. Engagement pods, where creators mutually like and comment to inflate metrics, are common enough to have their own name. Influencer Marketing Hub's 2024 report estimated $1.5 billion lost globally to influencer fraud that year. Audits on accounts above 1 million followers regularly find fake-follower rates of 18% to 30%.<\/p>\n\n      <h4 class=\"mp-h4\">How to verify before you commit<\/h4>\n      <p class=\"mp-p\">For podcasts, Podtrac and Magellan AI measure audiences independently of what a show self-reports. Ask for completion rates from the hosting analytics, not the media kit. Check geographic splits for patterns that do not match organic listening.<\/p>\n      <p class=\"mp-p\">For influencers, HypeAuditor and Modash audit follower authenticity before you sign. Watch the ratio of followers to average comments. A 400,000-follower account averaging 12 comments a post is worth questioning directly.<\/p>\n      <p class=\"mp-p\">Run a third-party check on any show or creator before you commit real budget. On the podcast side it costs nothing. HypeAuditor and Modash run basic audits in minutes and surface the numbers a proposal leaves out.<\/p>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"which-channel-listeners-remember-more\">4. Ad Recall: Podcast Ads vs Social Media Ads<\/h2>\n      <p class=\"mp-p\">Recall is where the two channels separate most clearly. Sounds Profitable's June 2025 study found 86% ad recall among the most active podcast listeners, the highest of any ad-supported medium tested. Nielsen's August 2025 brand-impact norms add an average 10-point lift in brand awareness from podcast campaigns.<\/p>\n      <p class=\"mp-p\">Nielsen's foundational 2020 research also found host-read ads drove 50% higher purchase intent than pre-produced spots. That purchase-intent edge compounds the 2025 recall figures. See how <a href=\"#conversion-rates-third-party-data\">conversion rates compare<\/a> in the next section.<\/p>\n\n      <div class=\"mp-stat-row\">\n        <div class=\"mp-stat-card\">\n          <div class=\"mp-stat-figure\">86%<\/div>\n          <div class=\"mp-stat-label\">Ad recall among active podcast listeners, the highest of any ad-supported medium (Sounds Profitable, June 2025)<\/div>\n        <\/div>\n        <div class=\"mp-stat-card\">\n          <div class=\"mp-stat-figure\">10 pts<\/div>\n          <div class=\"mp-stat-label\">Average brand awareness lift from podcast campaigns (Nielsen Podcast Brand Impact Norms, August 2025)<\/div>\n        <\/div>\n      <\/div>\n\n      <p class=\"mp-p\">Influencer recall studies exist, but read them carefully. Most awareness-lift figures, usually 5 to 15 points, come from research funded by Meta, TikTok, and YouTube. The direction is clear, but the independently verified scale is harder to confirm than the podcast data above.<\/p>\n      <p class=\"mp-p\">The reason podcast recall runs higher is format, not loyalty. A listener hears your ad 35 minutes into an episode they chose, with no competing notifications. The host delivers it in their own voice, on trust built over years. None of that exists on a feed between a friend's photo and a news alert.<\/p>\n\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Pro Tip<\/span>\n        <p class=\"mp-p\">Recall without purchase-intent movement is awareness without action. For either channel, check whether the recall figure connects to a stated lift in intent to buy. A 10-point awareness gain is not enough on its own. If it does not move intent by 4 to 6 points, it is slide content, not revenue.<\/p>\n      <\/div>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"conversion-rates-third-party-data\">5. Conversion Rates: Podcast Ads vs Social Ads<\/h2>\n      <p class=\"mp-p\">Recall tells you who remembered. Conversion tells you who acted. The 2026 ROAS data makes the difference concrete. It also compounds the <a href=\"#which-channel-listeners-remember-more\">recall and purchase-intent figures<\/a> from section 4.<\/p>\n\n      <div class=\"mp-stat-row\">\n        <div class=\"mp-stat-card\">\n          <div class=\"mp-stat-figure\">$4.90<\/div>\n          <div class=\"mp-stat-label\">Average ROAS for podcast ad campaigns across all industries (Improvado, 2026, 6,800 campaigns)<\/div>\n        <\/div>\n        <div class=\"mp-stat-card\">\n          <div class=\"mp-stat-figure\">$6.70<\/div>\n          <div class=\"mp-stat-label\">Average ROAS for e-commerce podcast campaigns, 23% above social media's $5.44 (Improvado, 2026)<\/div>\n        <\/div>\n      <\/div>\n\n      <p class=\"mp-p\">Improvado's 2026 analysis of 6,800 campaigns put average podcast ROAS at $4.90 across all industries. E-commerce campaigns averaged $6.70, which is 23% above social media's $5.44 in the same data set. Host-read placements consistently outperformed pre-recorded spots on conversion in this analysis.<\/p>\n      <p class=\"mp-p\">Acast's advertising guide cites Podsights research showing podcast ad conversion to website visits at roughly 1.32% across industries. The average click-through rate for Facebook and Instagram ads sits at 0.90%. The podcast figure arrives with no visible link and no same-session click. The intent behind it differs from a sixth retargeted impression.<\/p>\n      <p class=\"mp-p\">Influencer conversion varies more by category, creator tier, and offer. Visual products with strong demos, like skincare, food, and fashion, convert faster from influencer content than from audio. For products that need explanation or trust first, like B2B software and financial services, the edge shifts to podcast ads.<\/p>\n      <p class=\"mp-p\">Compare channels on conversion relative to your product type and consideration cycle. A high-impulse visual product is a different question from a $400 subscription. What converts depends more on the product than on the medium.<\/p>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"why-attribution-works-differently\">6. Why Attribution Differs by Channel<\/h2>\n      <p class=\"mp-p\">Both channels have an attribution gap. The gap lives in different places, and one is far easier to close.<\/p>\n\n      <h4 class=\"mp-h4\">Where the influencer gap lives<\/h4>\n      <p class=\"mp-p\">It starts at reach. If you cannot confirm how many people saw the post, every later metric rests on sand. UTM links and discount codes help, but they need the viewer to act mid-scroll. Many buyers convert days later through a direct brand search they never tie to the post.<\/p>\n\n      <h4 class=\"mp-h4\">Where the podcast gap lives<\/h4>\n      <p class=\"mp-p\">The gap is timing, not reach. A listener hears your ad on Tuesday and thinks about it for three days. On Friday they search your brand, with no promo code. A 7-day attribution window misses that sale entirely.<\/p>\n      <p class=\"mp-p\">Timing is more solvable than reach. Use unique promo codes per show, show-specific vanity URLs, pixel platforms like Podscribe, and post-purchase surveys together. Our guide to <a href=\"https:\/\/www.millionpodcasts.com\/blog\/podcast-advertising-metrics\/\" rel=\"noopener\" target=\"_blank\">podcast advertising metrics<\/a> compares each attribution method in detail. Pixel attribution catches buyers who never type a code, so it surfaces conversions the others miss.<\/p>\n\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">What to do<\/span>\n        <p class=\"mp-p\">Set a window of 30 to 60 days before the first episode airs. Treat attribution setup as a launch step, not a post-campaign chore. The <a href=\"#how-long-before-results-show-up\">timing section below<\/a> explains why pulling budget early kills campaigns that were working.<\/p>\n      <\/div>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"how-long-before-results-show-up\">7. How Long Until Podcast Ad ROI Shows Up?<\/h2>\n      <p class=\"mp-p\">Knowing each channel's conversion curve changes how you read early data. It also stops you pulling budget too soon.<\/p>\n      <p class=\"mp-p\">Influencer campaigns front-load their signal. Engagement concentrates in the first 24 to 72 hours. Story views and link clicks spike near the post. For urgent offers, like a code or a dated deal, that window is when most action happens.<\/p>\n      <p class=\"mp-p\">Podcast campaigns run a different curve. A mid-roll spot produces its first cluster in the days after the episode drops. A second cluster arrives as the episode gets recommended or surfaces in search. Some conversions land six weeks out, when a new listener finally finds the episode.<\/p>\n      <p class=\"mp-p\">Pulling podcast budget at day 14 is like calling an influencer campaign dead at hour two. Both calls read the wrong part of the timeline.<\/p>\n      <p class=\"mp-p\">Build 30-day and 60-day check-ins into every podcast campaign before launch. At 30 days, look for promo code activity, branded search near air dates, and survey mentions. At 60 days, work out the fully loaded cost per acquisition for weeks four through eight. That is where the real verdict lives.<\/p>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"which-channel-keeps-earning\">8. Which Channel Keeps Earning After You Pay?<\/h2>\n      <p class=\"mp-p\">This part almost never appears in a media plan. Add it, and the total cost picture changes.<\/p>\n      <p class=\"mp-p\">A social post has a short life. On Instagram, the bulk of engagement lands within 48 hours. After a week, the post is invisible to most of the audience. YouTube holds longer, sometimes months, because the video stays searchable.<\/p>\n      <p class=\"mp-p\">A baked-in podcast ad does not expire. Recorded into the episode rather than inserted dynamically, it stays in that file. Every new listener six months later hears it as if it aired yesterday. If the code still works and the page still loads, that conversion costs you nothing more.<\/p>\n      <p class=\"mp-p\">Most advertisers close reporting at 30 or 60 days, so value arriving in month four is never counted. Across a 12-month window, the true cost per acquisition often lands lower than the launch math predicted. Keep the promo code and landing page live for at least 12 months. Pull the <a href=\"#why-attribution-works-differently\">attribution data<\/a> again at the six-month mark.<\/p>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"scenarios-podcast-advertising-wins\">9. Seven Times Podcast Ads Beat Influencer Spend<\/h2>\n      <p class=\"mp-p\">These are the situations where podcast advertising's structure beats influencer campaigns at the same budget. Winning any of them still starts with the right shows, so it helps to <a href=\"https:\/\/www.millionpodcasts.com\/blog\/find-your-podcast-niche\/\" rel=\"noopener\" target=\"_blank\">find your podcast niche<\/a> before you buy.<\/p>\n      <ul class=\"mp-ul\">\n        <li><strong>Products that need explaining.<\/strong> A 60-second host-read gives you time to name the problem and walk through the fix. No social format does that without video production on top.<\/li>\n        <li><strong>Buyers who avoid feeds.<\/strong> Owners, technical staff, logistics managers, and executives spend more time in audio than in feeds. Podcast is where their attention sits during commutes and focused work.<\/li>\n        <li><strong>Trust before the sale.<\/strong> Financial products, health tools, B2B software, and professional services gain from a trusted host's credibility. The host transfers it by vouching in their own voice.<\/li>\n        <li><strong>High-consideration categories.<\/strong> A $400 subscription needs the buyer to sit with the idea first. The same trusted voice across several episodes shortens that cycle.<\/li>\n        <li><strong>You measure lifetime value.<\/strong> Judge on LTV rather than first-order cost, and podcast-acquired customers in considered categories often justify a higher CPA.<\/li>\n        <li><strong>Long-tail conversion value.<\/strong> Baked-in placements earn for as long as the episode exists. That is an asset with no 72-hour expiry.<\/li>\n        <li><strong>Attribution you can trust.<\/strong> Promo codes, pixel tracking, and surveys give a conversion picture that holds up regardless of the download count.<\/li>\n      <\/ul>\n\n      <div class=\"mp-callout\">\n        <span class=\"mp-callout-label\">Key Takeaway<\/span>\n        <p class=\"mp-p\">Influencer content earns attention at the awareness stage, mostly in passive scroll. Podcast ads earn trust at the consideration stage, in active listening. The channel that wins depends on which stage your buyer is in, not which rate card looked cheaper.<\/p>\n      <\/div>\n\n      <div class=\"mp-cta\">\n        <p class=\"mp-cta-title\">Decided on podcast ads? Build the shortlist first.<\/p>\n        <p class=\"mp-cta-text\">MillionPodcasts filters 3M+ shows by audience, listener demographics, and whether they take sponsors. Unlock verified host and booker emails, then export the list to your CRM or outreach tool. Buy placements on real audience data, not a media kit.<\/p>\n        <a class=\"mp-cta-btn\" href=\"https:\/\/www.millionpodcasts.com\/register?_src=mp_blog\" rel=\"noopener\" target=\"_blank\">Start free, no card required &#8594;<\/a>\n      <\/div>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"scenarios-influencer-marketing-edge\">10. Five Times Influencer Marketing Wins<\/h2>\n      <p class=\"mp-p\">These are the situations where influencer marketing does something podcast advertising structurally cannot.<\/p>\n      <ul class=\"mp-ul\">\n        <li><strong>The product must be seen.<\/strong> A skincare result, a food item, or a home good converts better when someone uses it on camera. Audio cannot show that proof moment.<\/li>\n        <li><strong>Your audience skews under 30.<\/strong> Gen Z buyers, especially 18 to 24, watch more short-form video than long-form audio. Meeting them there is targeting, not a compromise.<\/li>\n        <li><strong>You need fast, wide reach.<\/strong> A macro creator with 2 million followers reaches a large audience within hours. Podcast reach builds across a multi-show campaign instead.<\/li>\n        <li><strong>Strong aesthetic appeal.<\/strong> Furniture, lighting, fashion, and food styling perform better where the format does the persuasion for you.<\/li>\n        <li><strong>A tight campaign window.<\/strong> A launch, a flash sale, or a dated announcement gains from a social post's early spike. That spike lands in the first 24 to 72 hours.<\/li>\n      <\/ul>\n\n      <h4 class=\"mp-h4\">How TikTok influencer campaigns compare to podcast ads<\/h4>\n      <p class=\"mp-p\">TikTok has changed the influencer channel more than any other platform since 2022. Short formats, 15 to 60 seconds, force a creative discipline that longer Instagram posts can avoid. Platform CPMs run low, typically $3 to $8. Creator fees at meaningful scale are comparable to Instagram mid-tier rates.<\/p>\n      <p class=\"mp-p\">The format rewards visual demonstration above everything else. Products that show a result in under 30 seconds, think skincare transformations, food reactions, and fitness before-and-after, convert well. Products that need context, explanation, or credibility transfer do not.<\/p>\n      <p class=\"mp-p\">Podcast ads carry a structural advantage over TikTok for products that require trust before the purchase. The host speaks to a listener who chose this content, with no scroll option and no competing notification. That is a different quality of attention than a TikTok user mid-swipe.<\/p>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"running-both-without-duplication\">11. Running Both Without Audience Overlap<\/h2>\n      <p class=\"mp-p\">For most campaigns above $15,000, the question is not which channel to choose. It is how to run both without paying twice.<\/p>\n      <p class=\"mp-p\">Podcast listeners are often active on Instagram or TikTok. They may meet your brand on both channels in the same window. Cross-format exposure is not automatically waste, because repeated touchpoints reinforce intent. The risk is when both channels carry the same message and only one was needed.<\/p>\n      <p class=\"mp-p\">The fix is function. Use the podcast placement to explain the product and build credibility. Use the influencer placement to show it in use. When they do different jobs, overlap becomes reinforcement. As the <a href=\"#scenarios-podcast-advertising-wins\">seven podcast scenarios<\/a> show, each channel earns most when it is matched to a specific buyer stage.<\/p>\n      <p class=\"mp-p\">Budget splits follow your goal. If conversion leads, weight toward podcast and use influencer content for awareness. If reach leads, weight toward influencer and use podcast to deepen trust with listeners in that audience.<\/p>\n      <p class=\"mp-p\">Before any dual-channel campaign, write one sentence for the job each channel does. If both sentences say the same thing, one channel is redundant at that budget. Different jobs justify the combined spend; the same job does not.<\/p>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"which-channel-matches-your-goal\">12. Which Channel Fits Your Campaign Goal?<\/h2>\n      <p class=\"mp-p\">It comes down to three things: what you sell, who you sell to, and the timeline you measure against. If your product is visual, your buyer is under 30, and you need fast awareness, start with influencer marketing. The format and the audience match.<\/p>\n      <p class=\"mp-p\">If your product needs explaining, your buyer is hard to reach in feeds, and you measure on a 60-day-plus window, podcast ads will usually outperform influencer spend at the same budget. The per-impression volume is smaller. The intent behind each conversion is not.<\/p>\n\n      <div class=\"mp-table-wrapper\">\n        <table class=\"mp-table\">\n          <thead>\n            <tr>\n              <th>What You Are Comparing<\/th>\n              <th>Podcast Ads<\/th>\n              <th>Influencer Marketing<\/th>\n            <\/tr>\n          <\/thead>\n          <tbody>\n            <tr>\n              <td>CPM range (U.S.)<\/td>\n              <td>$8 to $80, by format and show size<\/td>\n              <td>$100 to $50,000+ per post, by creator tier<\/td>\n            <\/tr>\n            <tr>\n              <td>Reach accuracy<\/td>\n              <td><a href=\"#why-cpm-misleads-you\">Adjust for completion rate<\/a><\/td>\n              <td>Adjust for organic reach rate (0.7% to 1.1%)<\/td>\n            <\/tr>\n            <tr>\n              <td>Ad recall<\/td>\n              <td>86% among active listeners (Sounds Profitable, 2025)<\/td>\n              <td>5 to 15 point lift (platform-reported)<\/td>\n            <\/tr>\n            <tr>\n              <td>Average ROAS<\/td>\n              <td><a href=\"#conversion-rates-third-party-data\">$4.90 across industries; $6.70 e-commerce<\/a> (Improvado, 2026)<\/td>\n              <td>Varies widely; micro-influencer ROI typically strongest<\/td>\n            <\/tr>\n            <tr>\n              <td>Time to measurable ROI<\/td>\n              <td><a href=\"#how-long-before-results-show-up\">30 to 60 day curve<\/a><\/td>\n              <td>24 to 72 hour spike<\/td>\n            <\/tr>\n            <tr>\n              <td>Fraud type<\/td>\n              <td>Download inflation, passive syncs<\/td>\n              <td>Fake followers, engagement pods<\/td>\n            <\/tr>\n            <tr>\n              <td>Attribution gap<\/td>\n              <td><a href=\"#why-attribution-works-differently\">Timing (solvable)<\/a><\/td>\n              <td>Reach (harder to confirm)<\/td>\n            <\/tr>\n            <tr>\n              <td>Best product type<\/td>\n              <td>High-consideration, B2B, trust-led<\/td>\n              <td>Visual, lifestyle, impulse<\/td>\n            <\/tr>\n            <tr>\n              <td>Audience age skew<\/td>\n              <td>Strong 25 to 54<\/td>\n              <td>Strong under 30<\/td>\n            <\/tr>\n            <tr>\n              <td>Post-campaign value<\/td>\n              <td><a href=\"#which-channel-keeps-earning\">High for baked-in placements<\/a><\/td>\n              <td>Low for social, moderate for YouTube<\/td>\n            <\/tr>\n            <tr>\n              <td>Primary goal<\/td>\n              <td>Conversion, trust, consideration<\/td>\n              <td>Awareness, reach, demonstration<\/td>\n            <\/tr>\n          <\/tbody>\n        <\/table>\n      <\/div>\n\n      <br>\n      <p class=\"mp-p\">Choose by stage, not by rate card. Influencer content earns attention while people scroll. Podcast ads earn trust while people listen. The <a href=\"#why-cpm-misleads-you\">adjusted CPM calculation<\/a> from section 2 gives you the real cost per engaged listener. The <a href=\"#why-attribution-works-differently\">attribution setup<\/a> gives you the real conversion count. Run both numbers before you commit any budget.<\/p>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"faq\">13. Podcast Ads vs Influencer Marketing FAQ<\/h2>\n\n      <p class=\"mp-faq-q\">Are podcast ads more effective than social media ads?<\/p>\n      <p class=\"mp-faq-a\">Podcast ads lead on recall and trust. Sounds Profitable's 2025 study found 86% of active listeners recalled an ad, more than any other ad-supported medium. Social media ads lead on visual proof and fast reach. Match the channel to whether you need trust or speed.<\/p>\n\n      <p class=\"mp-faq-q\">How much do podcast ads cost compared with influencer marketing?<\/p>\n      <p class=\"mp-faq-a\">In the US, podcast host-read mid-roll ads run $18 to $40 per thousand downloads for shows under 50,000 downloads an episode. Large shows above 50,000 downloads command $40 to $80 per thousand. Instagram micro-influencers charge $100 to $1,000 per post. Macro accounts charge $10,000 to $50,000 or more. Adjust both for real reach before comparing.<\/p>\n\n      <p class=\"mp-faq-q\">Which has better ROI, podcast ads or influencer marketing?<\/p>\n      <p class=\"mp-faq-a\">For purchases that need explanation or trust, podcast ads usually deliver stronger ROI. Improvado's 2026 analysis of 6,800 campaigns put average podcast ROAS at $4.90, with e-commerce at $6.70. For visual, impulse, or under-30 purchases, influencer content often converts faster.<\/p>\n\n      <p class=\"mp-faq-q\">Can you run podcast ads and influencer marketing together?<\/p>\n      <p class=\"mp-faq-a\">Yes, and above roughly $15,000 it is often the strongest approach. Give each channel a different job. Use podcast placements to explain the product and build trust, and influencer content to show it in use. When the two do different jobs, the overlap reinforces rather than wastes spend.<\/p>\n\n      <p class=\"mp-faq-q\">How do you measure podcast ad conversions?<\/p>\n      <p class=\"mp-faq-a\">Use unique per-show promo codes, show-specific vanity URLs, pixel-based attribution such as Podscribe, and post-purchase surveys together. Set the window to 30 to 60 days. Pixel attribution catches buyers who never type a code, so it surfaces conversions that codes and surveys miss.<\/p>\n\n      <p class=\"mp-faq-q\">What ROAS can I expect from podcast advertising?<\/p>\n      <p class=\"mp-faq-a\">Improvado's 2026 analysis of 6,800 campaigns found an average return on ad spend of $4.90 across all industries. E-commerce campaigns averaged $6.70, which is 23% above social media's $5.44 in the same data set. Host-read placements consistently outperform pre-recorded spots on conversion.<\/p>\n    <\/section>\n\n    <section>\n      <h2 class=\"mp-h2\" id=\"references\">References<\/h2>\n      <hr class=\"mp-references-divider\">\n      <span class=\"mp-ref-item\">Sounds Profitable. (June 2025). The Advertising Landscape: Trust and Attention. 86% ad recall among the most active podcast listeners, the highest of any ad-supported medium tested. <a href=\"https:\/\/soundsprofitable.com\/press-release\/podcast-advertising-achieves-86-recall-rate-among-most-active-users-and-breaks-gender-barriers-new-sounds-profitable-research-finds\/\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/soundsprofitable.com\/press-release\/podcast-advertising-achieves-86-recall-rate-among-most-active-users-and-breaks-gender-barriers-new-sounds-profitable-research-finds\/<\/a><\/span>\n      <span class=\"mp-ref-item\">Nielsen, reported by Radio Ink. (August 2025). Podcast Ads Boost Brand Metrics Across Verticals. Average 10-point lift in brand awareness from podcast campaigns. <a href=\"https:\/\/radioink.com\/2025\/08\/21\/nielsen-podcast-ads-boost-brand-metrics-across-verticals\/\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/radioink.com\/2025\/08\/21\/nielsen-podcast-ads-boost-brand-metrics-across-verticals\/<\/a><\/span>\n      <span class=\"mp-ref-item\">Improvado. (May 2026). Podcast Advertising: The Performance Marketer's Guide. Average podcast ROAS of $4.90 across 6,800 campaigns; e-commerce average $6.70; 23% above social media's $5.44. <a href=\"https:\/\/improvado.io\/blog\/podcast-advertising\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/improvado.io\/blog\/podcast-advertising<\/a><\/span>\n      <span class=\"mp-ref-item\">Influencer Marketing Hub. (2024). Influencer Marketing Benchmark Report 2024. Organic reach decline by follower tier; $1.5 billion global influencer fraud estimate; fake-follower rates on large accounts. <a href=\"https:\/\/influencermarketinghub.com\/influencer-marketing-benchmark-report\/\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/influencermarketinghub.com\/influencer-marketing-benchmark-report\/<\/a><\/span>\n      <span class=\"mp-ref-item\">Nielsen. (2020). Host-Read Podcast Ads Pack a Brand Recall Punch. Foundational study: 71% brand recall for host-read ads versus 62% for announcer-read; 50% higher purchase intent for host-read placements. <a href=\"https:\/\/www.nielsen.com\/insights\/2020\/host-read-podcast-ads-pack-a-brand-recall-punch\/\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/www.nielsen.com\/insights\/2020\/host-read-podcast-ads-pack-a-brand-recall-punch\/<\/a><\/span>\n      <span class=\"mp-ref-item\">Acast. (Accessed 2026). Podcast Advertising: The Ultimate Guide. Cites Podsights research: 1.32% average conversion rate for podcast ads to website visits; 0.90% Facebook and Instagram click-through rate for comparison. <a href=\"https:\/\/advertise.acast.com\/news-and-insights\/podcast-advertising-the-ultimate-guide\" rel=\"nofollow noreferrer noopener\" target=\"_blank\">https:\/\/advertise.acast.com\/news-and-insights\/podcast-advertising-the-ultimate-guide<\/a><\/span>\n    <\/section>\n\n    <button class=\"mp-toc-fab\" type=\"button\" aria-label=\"What This Guide Covers\" aria-expanded=\"false\">\n      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"><line x1=\"8\" y1=\"6\" x2=\"21\" y2=\"6\"\/><line x1=\"8\" y1=\"12\" x2=\"21\" y2=\"12\"\/><line x1=\"8\" y1=\"18\" x2=\"21\" y2=\"18\"\/><line x1=\"3\" y1=\"6\" x2=\"3.01\" y2=\"6\"\/><line x1=\"3\" y1=\"12\" x2=\"3.01\" y2=\"12\"\/><line x1=\"3\" y1=\"18\" x2=\"3.01\" y2=\"18\"\/><\/svg>\n    <\/button>\n\n    <nav class=\"mp-toc mp-toc-fab-panel\" aria-label=\"What This Guide Covers\">\n      <strong class=\"mp-toc-label\">What This Guide Covers:<\/strong>\n      <ol class=\"mp-toc-list\">\n        <li><a href=\"#what-both-channels-cost-2026\">What each channel actually costs in the U.S. right now<\/a><\/li>\n        <li><a href=\"#why-cpm-misleads-you\">Why CPM misleads you on both channels, and the fix<\/a><\/li>\n        <li><a href=\"#where-inflated-numbers-enter\">Where inflated numbers hide, and how to spot them<\/a><\/li>\n        <li><a href=\"#which-channel-listeners-remember-more\">Which ads listeners actually remember and act on<\/a><\/li>\n        <li><a href=\"#conversion-rates-third-party-data\">How podcast and social ad conversion rates compare<\/a><\/li>\n        <li><a href=\"#why-attribution-works-differently\">Why attribution breaks differently for each channel<\/a><\/li>\n        <li><a href=\"#how-long-before-results-show-up\">How long until measurable podcast ad ROI shows up<\/a><\/li>\n        <li><a href=\"#which-channel-keeps-earning\">Which channel keeps earning after you stop paying<\/a><\/li>\n        <li><a href=\"#scenarios-podcast-advertising-wins\">Seven times podcast ads beat influencer spend<\/a><\/li>\n        <li><a href=\"#scenarios-influencer-marketing-edge\">Five times influencer marketing has the edge<\/a><\/li>\n        <li><a href=\"#running-both-without-duplication\">How to run both without paying for one audience twice<\/a><\/li>\n        <li><a href=\"#which-channel-matches-your-goal\">How to match the right channel to your goal<\/a><\/li>\n        <li><a href=\"#faq\">Quick answers to the questions buyers ask most<\/a><\/li>\n      <\/ol>\n    <\/nav>\n\n  <\/article>\n<\/div>\n\n<script>\n(function(){\n  function mpEase(t,b,c,d){t\/=d\/2;if(t<1)return c\/2*t*t+b;t--;return -c\/2*(t*(t-2)-1)+b;}\n  function mpScrollTo(el,dur){var 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