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🚀 Analyzing Podcast Listening Trends and Advertising Effectiveness
Podwires Team
August 29, 2024
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Image: Nielsen’s
A 2024 study on the "Share of Ear" conducted by Edison Research and Nielsen said Americans average more than four hours of daily audio consumption, making podcasts a key channel in cross-media marketing strategies.
Driving the growth of the audio advertising industry:
It also indicates that 45% of the world's users are listening to podcasts at home, 36% while in transit, and 91% of users have been listening alone. Moreover, 52% intend to increase their spending on podcast media.
Nielsen's 2023 survey reports that podcasts and radio have less advertising compared to visual media, which can promote reaction and better engagement. 37% of the audience find ads interesting, while 62% find hosts likeable; hence, podcast ads and hosts are referred to as engaging.
Podcast ads grant awareness at a nearly average plus 10 point increase in exposure. Of the people exposed to podcast ads, 64% believe the brand fits well. The Podcast Brand Impact Norms Database, based on 1,500 studies, supplies actionable insights for marketers across multiple industries.
In 2024, comedy, news, society & culture, true crime, and history stand out in terms of recall and brand fit from other major genres monitored by Nielsen:.
Why it matters:
Edison Research and Nielsen have framed podcasts as playing an integral part in the lives of Americans and into the cross-media marketing strategies of brands. As 52% of global marketers intend to increase their spending in podcast media, podcasts will continue to drive awareness and engagement for brands amongst their audiences.
Our view:
Podcasts are becoming an important tool for businesses looking to engage with their target base and connect better with them. Marketers must pay attention to the unique appeal and power of podcasts as a consumer reach medium in this burgeoning industry.
Full report here:
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