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BizReport : Advertising archives : June 07, 2016

Listeners say ads in podcasts less intrusive than in other digital formats

A new study commissioned by audio on-demand network Wondery reveals that podcast listeners are highly receptive to ads and find them less intrusive than in other digital formats.

by Helen Leggatt

The study, commissioned by Wondery and conducted by comScore, found that podcast consumption has been increasing over the past six months and 1 in 3 podcast listeners expect to consume more via the medium in the next six.

The study also revealed listeners' attitudes towards advertising and found that podcasts "put consumers in a mindset that's favorable to ad receptivity". Two-thirds of podcast listeners have gone on to conduct research or engaged in purchase activity following hearing an ad played in a podcast.

Respondents to the survey, conducted among 2,000 people aged between 18 and 49, also commented that, as well as feeling more intelligent, energized and connected after listening to a podcast, they found the ads less intrusive that in other digital formats.

"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," said Andrew Lipsman, VP of marketing & insights at comScore.

Additional findings from the report include:

- Nearly 1 in 5 Americans aged 18-49 report listening to podcasts at least once a month;
- Nearly 1 in 3 men aged 18-30 report listening to podcasts at least once a month;
- Podcasts were found to create the highest improvement in perception of all digital formats.

comScore's findings tally with those of a recent Nielsen Scarborough study that also found podcast listening to be on the rise. This study also reveals that podcast listeners are an active bunch who love the outdoors. Listeners were also found to be 48% more likely to belong to a gym and 36% more likely to follow a weight loss program.

"Are you listening? Your hardest-to-reach consumers are.", said Hernan Lopez, Founder & CEO of Wondery.

Tags: advertising, digital media, podcast

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