The nationwide examine, undertaken on behalf of the Guardian by impartial analysis firm Tapestry, regarded on the effectiveness of podcast promoting and located that podcast promoting instructions the very best ranges of consideration of any media channel. The examine discovered 65% of listeners paid consideration to podcast adverts – greater than adverts on TV at 39% and adverts on the radio at 38%.
These excessive ranges of consideration translate into larger probability to purchase the services or products being marketed. For instance, 51% of weekly customers of every channel mentioned podcast adverts made them need to purchase one thing from the model versus 38% for radio.
Listeners flip to the Guardian for informative, memorable podcast experiences
Guardian branded podcasts are notably impactful, enhancing listeners’ opinions of manufacturers. When evaluating the identical adverts being performed on the Guardian and different unbranded podcasts persons are extra prone to say the advert was “informative”, “memorable,” and “interesting”.
Optimistic and trusting perceptions of the Guardian are additionally rubbing off on listeners of those podcasts, 51% of respondents surveyed mentioned listening to a few model on a Guardian podcast improved their opinion a few model and made them need to discover out extra a few model.
The analysis findings are consistent with outcomes seen by manufacturers promoting with the Guardian together with the retailer Ocado. Ocado, who’re the sponsors for the hit podcast present Consolation Consuming, after promoting with the Guardian noticed an uplift in new clients, with 25% saying they’d listened to the podcast. In addition they noticed a 62% enhance in constructive buyer model notion and 89% new distinctive guests to their web site.
Podcasts have a multiplier impact on different promoting codecs
By itself, podcast promoting has clear advantages – they’re sturdy at telling shoppers one thing new a few model, elevating perceptions and in the end, driving buy.
Curiously, together with different media, the general effectiveness of an promoting marketing campaign is maximized by including podcasts into the combination. For instance, these saying “it tells me one thing new concerning the model” will increase by 34% when podcasts are added alongside a radio marketing campaign.
In addition they assist dial-up the ‘model’ a part of branded content material – 47% of these uncovered to branded content material mentioned “it improves my opinion of the model.” Add podcast adverts to the combination and the identical metric jumps to 64%.
Mixed with the visible cues of digital show, podcast make campaigns extra memorable and reliable. Belief stage will increase from 45% to 63% when podcast are added into the media combine.
Podcasts have grown in reputation and are reaching a youthful, extra numerous viewers
Podcasts at the moment are reaching youthful and extra numerous audiences, a lot of whom are dad and mom – 26% of weekly podcast listeners at the moment are coming from non-white backgrounds and the common listener age is youthful at 37, in comparison with 40 in earlier Guardian analysis in 2020.
Podcasts have proven essentially the most progress of any media, serving to them to turn out to be extra mainstream – 41% of podcast listeners are listening to podcast greater than they had been 12 months in the past, growing to 53% for the Guardian viewers.
