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Listeners Bond With Podcasters – And Their Advertisers

· Time to read: ~2 min

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One of the strengths of podcasting is how its handled advertising – so far. Most shows are not yet all mucked up with too many ads. Hosts are working overtime to weave ads into their content without it coming across as a never-ending disruption. And listeners seem to be responding to the ads they hear on their favorite podcasts.

Edison Research and PodcastOne conducted a survey of super podcast listeners. Super listeners are defined as those who listen to podcasts for five or more hours every week. 60% of the respondents in the survey said they appreciated podcast advertisers for supporting their favorite podcasts and 44% said their opinion of that company was more positive because of advertising in a podcast. It’s the kind of loyalty every medium – and every advertiser – would love to have.

The study also showed that podcasts were doing a very good job of matching ads with listeners. As you can see podcasts topped the chart in that category, ahead of social media and website. Radio came in dead last in delivering relevant ads. During the Tuesday webinar there was one point that PodcastOne CEO Peter Morris made that we didn’t agree with from what we’ve heard from others in the space. Answering a question about where ads should be placed, Morris said it really didn’t matter where they were placed, whether they were pre-roll, in the middle of a show or at the end. Most podcast experts we’ve interviewed say listeners expect their favorite podcasters to get right into the content and that starting a show with several minutes of ads is a quick way to tick off listeners.

There was also a slight hint that ads in podcasts are starting to tick higher and that’s not something super listeners want to hear. Super listeners are generally trying to find ways to consume content with fewer ads. Then again, that might be said for every listener with the way consumers are bombarded with ads from every direction these days from every type of free media they consume.

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