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BizReport : Advertising archives : August 08, 2016

Podcast listeners receptive to advertising

More and more people are listening to podcasts and, according to recent research from media agency the7stars, most listeners are not alienated by advertising within the medium.

by Helen Leggatt

The research by the7stars agency, conducted with Dax's Podcast Analysis, comprised a study of 2,000 people in the UK. It found that 3.6 million people had listened to a podcast within the month preceding the study (conducted in April 2016).

Most podcast listeners believed it was a good alternative to music (78%), and about the same number (74%) listened to podcasts to expand their knowledge. The vast majority said they listened to podcasts while at home (95%) with 56% doing so while carrying out household chores. Overall, almost three-quarters (73%) felt listening to podcasts considered it to be time well spent.

According to the7stars, "This shows that podcasts, or 'audio when you want it' as dubbed by those surveyed, is an active rather than passive experience, making it even more of a potential commercial opportunity."

Adding to the case for podcasts as a commercial opportunity is the7stars' finding that almost two-thirds of podcast listeners are happy for the audio experience to include ads, as long as the podcast itself is free. Around a third (34%) said they would be willing to pay for an ad-free podcast experience.

Earlier this year, research in the U.S., commissioned by Wondery and conducted by comScore, found that podcasts "put consumers in a mindset that's favorable to ad receptivity". Specifically, they found that two-thirds of podcast listeners had gone on to conduct research or engaged in purchase activity following hearing an ad played in a podcast. Furthermore, they found ads less intrusive that in other digital formats.

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

Photo credits: Gavin Whitner.
Licensed under CC 2.0

Tags: advertising, audio, podcast, research, trends

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