Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

Advertisement

Edison Research, ARM Release Super Listeners Study


Edison Research
Edison Research

Podcast "Super Listeners," Americans 18+ who listen to five or more hours of podcasts weekly, are engaged more than ever with podcast ads, according to the latest Super Listeners Study. Edison Research and Ad Results Media, an audio industry leader in branded personality-driven advertising, released the study which found Super Listeners spend an average of 11.2 hours listening to podcasts weekly.

Highlights from the latest research include:

Super Listeners continue the trend of spending more time each week with podcasts.

  • Super Listeners spend an average of 11.2 hours listening to podcasts weekly. This is up from 10.5 hours last year and 9.8 hours the year before. Measures for Super Listeners' engagement with podcast ads are up or stable since last survey.

  • 51% of podcast Super Listeners agree that they pay more attention to ads on podcasts than on other media, up from 48% last year.

  • 53% of podcast Super Listeners agree that their opinion of a company is more positive when it is on a podcast they regularly listen to, up from 49% last year.

  • 50% of podcast Super Listeners agree that advertising on a podcast is the best way for a brand to reach them, up from 49% last year.

  • Over half (56%) of Super Listeners said that hearing an ad on a podcast (compared to other places) makes them more likely to purchase a product, up from 54% last year.

Super Listeners are continuing to notice an increase in the number of commercials and length of ad breaks in podcasts.

  • 59% of Super Listeners say the total number of ads in the podcast they regularly listen to has increased, up from 56% last year.

  • 43% of Super Listeners say the length of the average ad break in the podcast they regularly listen to has increased, up from 41% last year.

  • 22% of Super Listeners said that there are "way too many" advertisements on podcasts relative to other types of media, up from 18% last year

  • This year's study saw an increase in the number of Super Listeners who believe it is important or very important to limit their exposure to advertising, up to 59% from 50% from last year.

Super Listeners often consume podcasts that include video.

  • Over half (55%) of Super Listeners currently ever listen to podcasts through YouTube, and 20% listen to podcasts through YouTube most often, second only to Spotify (23%).

  • Nineteen percent of Super Listeners say they discover podcasts most often through YouTube, ahead of recommendations from friends and family (17%) and searching the internet (13%).

According to Edison Research SVP Tom Webster, "It's clear that podcasting's most active consumers are both difficult to reach through traditional means of advertising, and also extremely receptive to the right message, in the right context, in their favorite podcasts. The podcast industry has an incredible opportunity to be a trusted means of access to an extremely valuable subset of consumers."

"It seems that for the next generation of audio listener, podcasting has shown to be the medium of choice for spoken word content. Not only are people discovering podcasting at scale and through a number of various channels, the 'super listener' is choosing podcasting as one of their primary sources for content. Couple that with the level of trust and response that podcast advertising yields and you have the audio and audio advertising channel for the next era," added Ad Results Media Partner and CEO Marshall Williams.

Advertisement

Latest Radio Stories

FCC Reinstates EEO Form for Radio & TV Broadcasters
Federal Communications Commission
Federal Communications Commission
The FCC's Fourth Report and Order, Order on Reconsideration and Second Further Notice of Proposed Rulemaking, made public on Thursday, reinstates the collection of workforce composition data for radio and television broadcasters on FCC Form 395-B. More

Auddia Inc. Announces 1-for-25 Reverse Stock Split
Auddia Inc.
Auddia Inc.
Auddia Inc., an AI platform for audio identification and classification has announced that effective before market open on Tuesday, February 27 it will complete a 1-for-25 reverse stock split of its common stock. On December 29, 2023, the company's More

Lemonada Media Adds ''Podcrushed'' & ''Threedom'' Podcasts
Lemonada Media
Lemonada Media
Lemonada Media has announced the addition of comedy and pop-culture podcasts "Podcrushed" and "Threedom" to its original podcast lineup. The network will oversee ad sales and distribution for both shows. "Lemonada is thrilled to welcome Penn, Nava More
Advertisement

Broadcast Sales Pro Joe Myers Rejoins Elenos Group
Joe Myers
Joe Myers
Broadcast Electronics, part of the Elenos Group, announces that Joe Myers has rejoined the company as Eastern Regional Sales Manager for all of its products and service in the Eastern U.S. and portions of the Caribbean. Myers will be based in More

Cumulus Unveils Rights Plan to Deter Hostile Takeover
Cumulus Media
Cumulus Media
In a filing with the SEC, Cumulus Media has unveiled a strategy known as a "poison pill" to deter a potential aggressive acquisition by a Singapore-based firm led by the billionaire responsible for significant changes at the traditional media outlet More

Select Vendors Form Alliance to Aid Radio Stations
Radio Vendor Alliance (RVA)
Radio Vendor Alliance (RVA)
A select group of the country's radio vendors have come together to provide planning and advisory assistance to small and medium size radio station owners. The Radio Vendor Alliance (RVA) will serve as an advisory for radio station owners and More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement