PODCAST LISTENERS OVER-INDEX IN HARD-TO-REACH TARGET GROUPS; PODCAST ADS CREATE HIGHEST IMPROVEMENT IN PERCEPTION AMONG ALL MOBILE FORMATS
LOS ANGELES, June 3, 2016 – One in three podcast listeners expect to increase their podcast consumption over the next six months, following a similar increase in their behavior in the past six months. The results were revealed as part of Comscore’s first-of-its-kind study dedicated to podcasting, commissioned by audio on-demand network Wondery. Nearly one in five Americans aged 18-49 report listening to podcasts at least once a month, while nearly one in three men 18-34 do so. Compared to the average consumer, podcast listeners are more likely to have a college or higher education, $100k+ household income, and to be early adopters in multiple categories including movies, electronics and CPG.
“Are you listening? Your hardest-to-reach consumers are.” said Hernan Lopez, Founder & CEO of Wondery.
Two-thirds of podcast listeners have engaged in various research and/or purchase related behaviors as a result of advertising exposure from podcasts. Among all forms of advertising on mobile devices, podcasts create the highest improvement in perception. And among all forms of digital advertising, podcast ads are considered the least intrusive.
“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, Comscore. “This research provides strong evidence for why this sector is very attractive for advertisers. 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.”
The study asked respondents to report on various emotions before and after listening. Podcast listeners felt more connected, intelligent and energized after listening to podcasts.
"In a world of clutter, attention deficit and elusive audiences the work Wondery is doing adds another valuable string to our bow," said Nick Emery, Global CEO of Mindshare.
"This study underscores the power of the podcast as a vital digital platform for brand advertising," said Randall Rothenberg, President and CEO, IAB. "We saw marketers and media buyers come out in strong numbers for first IAB Podcast Upfront Showcase. Now, with research showing the medium's reach and resonance, we anticipate an even bigger turnout for the event later this year."
“When we hear ‘podcast listeners’ we think of early adopters, passionate consumers, dedicated to deep cultural content; Wondery’s study confirms this view”, added Jim Elms, Global CEO, Initiative Media.
The study was commissioned between March and April of 2016 among over 2,000 respondents in the US aged 18-49. Full results are available upon request at wondery.com/contact-us.
Wondery is a new media company specialized in mobile and on-demand audio storytelling, founded by Hernan Lopez, former CEO and President of Fox International Channels. Wondery has partnered with dynamic ad insertion supplier ART19, counts Fox Networks Group among its investors and is a member of the IAB. For more information, visit www.wondery.com.
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