Mediaweek reports that an increasing number of mainstream advertisers are experimenting with advertising on podcasts. Of note, however, is that 60% of podcast listeners claim that they fast-forward through commercials. The usual trick of having the podcast host endorse or speak of the product/service has been the typical way of getting around this issue.
I think it's interesting that mainstream advertisers are trying this. Typically, those with the big bucks want to try to get mass exposure. Clearly, podcast advertising doesn't gain that at this time. There are very few podcasts that get major exposure. However, this is clearly a case of "long tail" advertising, and I think the business model for this is going to become more and more obvious over the next year.