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Findings from the first-ever Super Listeners study from PodcastOne and Edison Research were debuted Wednesday at the IAB Podcast Upfront in New York.
The industry-wide study showcases podcasting’s most active consumers, including how they react to advertising, the role ads play in their listening experience, and what the industry must be cautious about in maximizing advertising impact.
Highlights from the Upfront Presentation:
• Advertising in podcasts increases favorability for specific brands: ◦ 60% of Super Listeners appreciate podcast advertisers for supporting their favorite podcasts ◦ 44% say their opinion of a company is more positive when they hear it mentioned in a podcast they regularly listen to • This favorability impacts the thing advertisers care about most, conversions: ◦ 70% considered a new product or service as a result of hearing a sponsorship or ad on a podcast they regularly listen to ◦ 43% say that when price/quality are equal, they prefer to buy products from companies that advertise on podcasts they regularly listen to • The data comes with a warning: ◦ Yes, Super Listeners are receptive to ads, the ads work, and they change purchase behavior and brand perception ◦ To date, we haven’t tainted podcasts with ads, as seen in the fact that only 24% say there are too many ads in podcasts, compared to 62% for TV, 47% for AM/FM radio and 45% for streaming audio ◦ But when choosing content to consume, 50% say it is important or very important to limit their exposure to ads. Simultaneously, 49% of Super Listeners say there are more ads now than there were a year ago ◦ Thus, the industry must be cognizant of maintaining the premium impact of podcast ads, as they continue to result in action among podcasting’s most loyal consumers.
Findings from the new study will be revealed on Tuesday. To register GO HERE