Acast have conducted some industry research over the last few years regarding podcast listeners and their relationship with advertising. The findings have always been quite enlightening. The most recent study is no different.
An initial concern with podcasts was that we didn’t know how long people actually stayed listening. Edison Research has shown that 80% of listeners stay tuned for all or most of the show. Great news for advertisers, when their advert is situated slap bang in the middle. Even better news when the data shows that the majority of listeners actually keep listening through the adverts, even though fast forwarding is very doable with podcasts.
This is the key selling point that has emerged with podcasts. Advertisers have never seen before uninterrupted access to their customers. But are these adverts actually effective? It’s all well and good to play an advert but if no one responds then what makes this space better than a standard radio advert?
Well, Acasts research in the UK and US has shown staggering results in how more effective and impactful podcast adverts have been in comparison to their radio counterparts.
In the UK, 49% of podcast listeners “are more receptive to ads than consumers of other media”.
A staggering 76% of “podcast listeners take action when they hear an ad”, either through visiting the website (24%), seeking out more information (18%) or sharing information online (18%).
Their research has also found that many podcast listeners are educated with money in their pocket that they’re willing to spend on entertainment or premium purchases. While they are media savvy and conscious of being sold to, a well placed, honest advert can have a greater impact on this section of consumers than TV or radio.
The impact of advertising on a podcast really is only starting to be revealed. It is a definitely a space to watch.
If you’re keen to learn more about the benefits of podcast advertising, don’t hesitate to get in contact and we can talk you through your options.