Writing podcast ad scripts

Write for a listener who may hear the ad once, without a screen. Give the script one main idea, a supportable reason to care and a clear next step. Read it aloud before approving: concise on the page can still be hard to follow in audio.

Know the listening context

Most podcast super listeners — people who listen more than five hours a week — report taking action after hearing an ad, such as researching a product, recommending it or buying. Over four in 10 listeners feel a close connection to their favourite hosts, and over three in 10 say the host feels like a friend.

More than 85% of listeners are open to hearing ads on their favourite shows, especially when the host does the read. Podcasts also contain less commercial ad time per hour than terrestrial radio.

Give the script one job

Decide what the listener should understand or consider after hearing the ad. An unfamiliar brand may need a plain introduction. A product that takes time to evaluate may need to answer one question and invite further reading. Write that job at the top of the brief, then remove details that do not help it.

State what the product does in everyday language. Choose one benefit the advertiser can support and a concrete detail that explains it. The recording need not carry the entire product sheet.

Opening, proof and close

A script that converts hooks the listener in the first three to five seconds and earns the next 25. Lead with the listener's problem, a surprising fact or a question. Avoid opening with the company name and founding year.

Support the message with a concrete proof detail rather than vague claims. “Delivery in two days” lands harder than “fast and reliable service”.

Close with a single, sayable call to action in the final five to eight seconds. Use one action, one destination, spoken clearly.

Draft the spoken message

The outline is a drafting aid, not a required formula. A host read may need a natural transition; a separately recorded spot may need tighter lines. Either way, keep the approved claim, any essential condition and the action clear.

Script requirements by format

Pre-produced ads should consider voice actors, sound effects and music. Announcer-read ads need a simple 15-, 30- or 60-second script for a voice actor. Host-read ads allow personality and improvisation but still need a clear script so key messages are covered.

Length and format constraints

The ideal length for a podcast ad is typically between 30 and 60 seconds. Ad times are usually 15–30 seconds for pre-roll, 60–90 seconds for mid-roll and 15–30 seconds for post-roll.

Produced ads run 15 to 30 seconds, with 30 seconds the sweet spot for most campaigns. Host-read sponsorships run around 60 seconds, sometimes longer. A 15-second spot works for brand reminders and promo codes but rarely has room to set up.

Do not cram a 60-second message into a 30-second slot. Cut until it hurts, then cut once more.

Write for the person speaking

For a host read, provide the meaning and facts that must stay accurate, with room for the host’s natural wording if the booking allows it. Do not write a first-person account of product use unless it reflects the host’s experience. For a produced spot, write the lines to be recorded and note names that may be mispronounced.

Read the whole draft at a comfortable pace, including sponsor identification, conditions and destination. Revise crowded sentences before asking the speaker to go faster. Check the accepted duration and creative requirements for the actual booking; they vary by publisher and product.

Write for the ear

Keep podcast ads conversational. Write short sentences that reflect how people talk, use contractions, eliminate jargon and write concisely. It is acceptable to break grammar rules when natural speech sounds better.

Most scripts fail when written like radio spots. Podcast listeners chose to be there, wear headphones, trust the host and can hear a hard sell coming. Write for the show it runs in.

Check the impression the ad creates

For Australian audiences, verify product claims and offer details against approved information. A qualification should not contradict the overall impression. If a benefit depends on eligibility or availability, make that clear where the benefit is heard. Narrow a claim that needs too much explanation to remain accurate.

Listen for meanings the written brief may conceal. A casual line may imply a personal endorsement; a rushed condition may make a limited offer sound unconditional. Resolve material changes with the advertiser’s responsible reviewer before recording or release.

The ACCC accepts reports about possible misleading or false claims and can require businesses to back up claims they make about products or services. It can investigate and may take compliance or enforcement action. It does not resolve individual disputes or provide legal advice.

Review the audio

Check that the brand, main idea and next step remain intelligible in the recording. Listen for unclear pronunciation, competing music and conditions that disappear under a fast delivery. Asking someone unfamiliar with the brief to explain the message after one hearing can reveal confusing wording; it is a drafting check, not evidence of campaign performance.

Keep the final wording or talking points with the recording and any offer dates. If a later edit changes a claim, condition or action, review the resulting audio again.