Nielsen Podcast Studies Confirm Audio's Effectiveness

RADIO ONLINE | Monday, May 6, 2024 | 11:04am CT

Cumulus Media and Westwood One

As hundreds of agencies and advertisers gather in New York for the tenth IAB Podcast Upfront, building brands is on the minds of B2B and performance advertisers, two groups of marketers who typically obsess only over the lower funnel. This week's Cumulus Media | Westwood One Audio Active Group blog examines 1,300+ Nielsen podcast brand-lift studies to reveal audio's ability to create future demand and build a brand. Among the reuslts:

• Positive podcast content evaluation and host appeal generate strong advertising effectiveness

• Nielsen reports the terms with the greatest association with podcast content are interesting, entertaining, credible, authentic, creative, and fun. Few listeners association negative terms with podcast content.

• The strongest associations with podcast hosts are likeable, credible, relatable, fun, and hosts being seen as an expert.

• The terms most linked with podcast ads are interesting, believable, natural, authentic, innovative, funny, and unexpected. Very few associate podcasts advertising with negative perceptions.

• Across 1,300+ studies, Nielsen reports that podcasts drive consistent growth in awareness (+11 points), likelihood to seek information (+8 points), purchase intent (+7 points), and recommendation (+6 points).