People Prefer Podcast Ads and Listeners Act on the Ads They Hear

With the release of fresh research from comScore and Edison Research the last couple of weeks have been filled with great news for podcasting.

“ComScore says people prefer ads in podcasts over any other digital medium,” reports AdWeek. Moreover, comScore’s study of 2,000 people 18–49 found that two-thirds of listeners have acted on ads they heard in a podcast. That action was either researching a product or service or actually purchasing something they heard advertised.

This aligns closely with our 2015 survey of 168,500 Midroll podcast listeners in which 61% reported buying something they learned about on a podcast ad.

The comScore study, commissioned by Wondery, also found that one in three current podcast listeners plan to increase their podcast consumption in the next six months.

Andrew Lipsman, VP of Marketing & Insights at comScore said, “This research provides strong evidence for why this sector is very attractive for advertisers. Not only do podcasts over-index on reaching some of the most valuable and hardest-to-reach audiences, but they also put consumers in a mindset that’s favorable to ad receptivity.”

We’ve seen that receptivity in our own unaided recall study. 80% of listeners could name at least one brand advertised on a podcast episode, and 51% said they were more likely to purchase a product after hearing it advertised on a podcast.

This, even as the podcast audience continues to grow. The number of Americans who have listened to a podcast in the last month increased 24% over 2015, for a total of 57 million people. That’s according to Edison’s The Podcast Consumer 2016 report, released at the end of May.

Moreover, podcast listeners still are much more affluent than the national average. 41% have a household income of $75,000 or more, according to Edison. By comparison, only 33% of all households in the US have that income.

They’re also highly educated. Edison’s survey shows that 51% of podcast listeners have a bachelor’s or higher degree. That compares to 41% of the population as a whole.

Another reason why podcast listeners make a great audience is their loyalty to the medium and their favorite shows. The Edison report shows the average listener hears five shows a week, and the vast majority listens to a podcast within 48 hours of downloading it. Plus, in our own survey 88% of listeners said they listen to most or all episodes of the shows they subscribe to.

Altogether 2016 is shaping up to be another strong year for podcasting. Advertisers: now is a very good time to get on board.

Need more data and research? Check out Midroll Insights.

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