Podcast advertising is on the rise, according to research done by Advertiser Perceptions. Whilst in September 2015, only 15% of US advertising and agency executives asked said they would be advertising on podcast, the new study from July 2016 found that that number had risen to 21%. Meanwhile, 60% of those asked are now discussing the idea of using it in the future, compared to just 40% last year. A study from Edison research also showed that 63% of podcast listeners are under the age of 34, many of them being millennials. However, in a blog that introduced podcast advertising guidelines, AdWhizz wrote that it is still a niche format that brings “inherent challenges” with it.