Advertisement |
Study: Understanding Podcast Ad Effectiveness
RADIO ONLINE | Tuesday, December 12, 2017 |
In a new Nielsen study looking into the effectiveness of podcast advertising, over 7000 adult podcast listeners were asked to select from the reasons why they listen to podcasts. 66% chose "to learn something new," while less than 10% selected "to get closer with friends and family." Nearly half indicated they listen to podcasts to relax and to be an informed citizen.
Those participating were provided podcast clips, and in some cases also video clips with pre-roll ads, to compare ad effectiveness. The purpose was to measure brand lift across different measures and respondents reported positive ad experiences. When asked about the ad experience on a podcast respondents listen to regularly, a majority indicated the ads are authentic and well integrated.
Over half of the podcast ads tested outperformed pre-roll in driving purchase intent lift. Of the 46 podcast ads tested, 26 outperformed a comparison video pre-roll ad in driving lift in purchase intent for the brands advertised. Among the 26 podcasts, 85% included sponsorships that were host read. Host read ads included in the study were significantly more likely to be described as authentic and believable and 2x less likely to be perceived as forced.
Nearly 70% of respondents exposed to podcast advertising agreed the podcast ad they experienced increased their awareness of new products/services. 62% correctly recalled the brand advertised within the podcast clip and indicated the ad made them consider new products/services.
Though Nielsen collected a balanced sample evenly distributed across gender and age, it discovered interesting characteristics about the respondents who indicated a likelihood to support their favorite podcasts by purchasing a membership. These respondents were more likely to be male than female but just as likely to be either ages 18-34 or 34-49. They also over indexed in listenership across all podcast genres tested relative to the total group sampled.
Advertisement |
Latest Radio Stories
RAB Launches New Pro Development Certification Course |
FSR, iHeartSports Team for Coverage of 2024 NFL Draft |
FCC Hits Pirate Stations with Fines Exceeding $850,000 |
Advertisement |
Nielsen Releases 2024 Annual Marketing Report |
NAB Radio Board Election Results Announced |
Doug Stephan's Good Day Restructures for Weekends, Flex |