Last summer, comScore and Wonery teamed up in an eye-opening study about podcasting, and it led to some revealing results, as reported directly by comScore.
Podcast Listeners Act on What They Hear
Wondery and comScore found that if you want to place an ad, one media type shines above the rest for your listeners: podcasts. The study, released last June, showed that not only do listeners listen to podcast ads, they also do the thing advertisers really want — act on what they hear.
The study polled more than 2,000 18- to 49-year-old Americans, whose answers validate the power of podcast advertising. According to the study:
- Nearly 20 percent of these adults listen to a podcast at least once a month, an increase over previous studies and reports.
- Compared to the average consumer, podcast listeners are more likely to have a college or higher education
- They are more likely to have a household income over $100k
- Are early adapters in multiple-categories including movies, electronics and CPG (this makes them perfect targets for advertising within the electronics category
For advertisers, though, the key statistic in the report shows that two-thirds of these podcast listeners took action on the ads they heard while listening to a podcast. Whether they looked for details or information about the product or service or went ahead and made a purchase, the advertisement sparked them to take action.
Podcast Ads Are Considered Least Intrusive
The study hints at two reasons for this, according to the report:
Among all forms of advertising on mobile devices, podcasts create the highest improvement in perception,” comScore said about the study. “And among all forms of digital advertising, podcast ads are considered the least intrusive.
Data like this needs to be dropped on the doorstep of every digital agency. In addition, the report went on to say:
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,” said comScore VP of Marketing & Insights Andrew Lipsman
Emotional Connection to a Podcast is Real
As part of the study, respondents were asked about their emotions before and after they listened to the podcast. They study stated that: “listeners said they felt more connected, energized, and intelligent after listening to a podcast.”
Jim Elms, the global CEO of Initiative Media, said in a statement that podcast listeners are early adopters and passionate consumers, who are “dedicated to deep cultural content.”
Overall, the report is one of the first to show such an overwhelmingly positive attitude toward podcasting advertising,
“This research provides strong evidence for why this sector is very attractive for advertisers,” Lipsman said. “It’s clear that we’re in the midst of a new podcasting boom, spurred in large part by improved accessibility via mobile and a tidal wave of rich and compelling content.”
Podcasts are a ‘Vital Digital Platform for Brand Advertising’
To me, the most exciting statement came in the validation from the IAB. Here’s what they said:
This study underscores the power of the podcast as a vital digital platform for brand advertising,” said Randall Rothenberg, President and CEO, IAB.
Honestly, we have to make sure podcasting ad buys are a part of every major integrated campaign. We have to scream this narrative into the heart of the digital buying community!