Podcasting Has An Ad-Skipping Problem, Too – WSJ:

“Podcasting Has An Ad-Skipping Problem, Too The 15-second skip button allows listeners to avoid commercials”

*Ads need to be relevant to the listeners of the show. People will continue listening if the product is relevant to them.

Also, if the listener has a device in their pocket there is some resistance to pulling it out and forward skipping.

**Some corded and bluetooth headphones have the ability to skip ahead as well using physical buttons.