Sounds Worthwhile, the main voice of significance for the digital audio business, announced the discharge of its newest report, “Advert Nauseam: Frequency, Repetition, and Client Perceptions of Podcast Promoting.”
The objectives of the examine have been to find out the extent of listener ad-skipping conduct, the drivers behind this conduct, and client expectations for each the amount and high quality of promoting of their favourite podcasts.
For a lot of ad-supported media channels, ad-skipping is seen as in inevitability; but, in podcasting, there’s each a stunning tolerance for promoting AND an outlined set of actions each podcast creators and advertisers can take to cut back this conduct, together with limiting repetition, enhancing advert artistic, and respecting client expectations about what number of advertisements and advert breaks they typically understand of their favourite reveals.
Key findings from the examine embody:
* 46% of listeners say they “all the time or typically” skip advertisements on podcasts. Nevertheless, when requested concerning the final particular episode they consumed, that share dropped considerably.
* 3% of listeners say they take heed to “the entire advertisements” on podcasts, the best share amongst all media channels examined.
* Lack of curiosity/relevance (37%) and familiarity with the marketed product/service (28%) are the first motivation for skipping advertisements.
* Most listeners (56-59%) really feel the variety of advert breaks of their favourite podcast is good.
* 73% count on to listen to 2-3 advertisements in a typical episode of their favourite podcast is good.
* Advert repetition decreases curiosity within the marketed product/service for 26% of listeners and reduces consideration the podcast for 23%
“The encouraging factor about this examine is that the buyer tolerance for advertisements in podcast isn’t zero — they count on to listen to advertisements,” mentioned Tom Webster, associate at Sounds Worthwhile. “Whereas skipping advertisements occurs in any ad-supported media, podcasting has the power to mitigate a lot of that conduct like few different platforms, if we simply respect the listeners’ expectations.”
Methodology: Advert Nauseam was sponsored by Wondery, Betterhelp, ESPN Podcasts, Libsyn Advertisements, SiriusXM Podcast Community, NPR, and paramount in partnership with Sounds Worthwhile. The examine was performed by Sign Hill Insights and comprised a web-based examine of 1,011 weekly podcast listeners, ages 18+, weighted to US Census Information.
To evaluate the complete findings from Advert Nauseam, download a copy here.
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