At Cannes Lions 2025, Sounds Profitable’s Bryan Barletta explains why podcasting still hasn’t reached its ad spend potential, despite capturing the attention of audiences across platforms.
At Cannes Lions 2025, I ran into Bryan Barletta, Partner at Sounds Profitable, the leading trade group for the business of podcasting.
We talked about why podcasting still feels like the alt-rock of media—loved by audiences, but still seen as “alternative” by some marketers.
Bryan shared insights from Sounds Profitable’s Advertising Landscape Report, which compares listener sentiment across 22 ad-supported platforms.
And guess what? Podcasting overperforms in more places than you’d expect.
He also dropped a message for the skeptics: showing up at Cannes doesn’t have to break the bank, and the networking ROI is real.
🎙️ Watch the full interview below.
When Attention Doesn’t Equal Ad Spend
Barletta says podcasting is no longer a niche market. It is now mainstream. But budgets still treat it like it’s on the fringe.
“This feels like alt-rock in the ’90s,” he said. “It’s not really alternative anymore, but people still believe it is.”
Podcasting vs. Everyone Else
Sounds Profitable’s Advertising Landscape Report compares podcasting with 21 other channels—from TikTok to CTV. The research shows podcasting consistently ranks high in user trust, ad tolerance, and platform sentiment.
Where Podcasting Still Needs Work
Despite the wins, Barletta says the report doesn’t shy away from the gaps.
“There are a few areas we need to step it up a little bit,” he admitted. “We’ve been candid about that.”
Making the Case—With Free, Public Data
Sounds Profitable has already released two parts of the report. Part three is on the way—and like the rest, it’s free and publicly available here.
Barletta says that transparency is what the industry needs more of—clear insight into audience behavior, not just media planning assumptions.
Yes, You Can Go to Cannes
For Barletta, showing up in person is part of the strategy—even if you’re not selling anything.
“The value of connecting with people and networking… it pays off in spades over the next couple months, over the next couple years.”