The targets of the research have been to find out the extent of listener ad-skipping habits, the drivers behind this habits, 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 shocking tolerance for promoting AND an outlined set of actions each podcast creators and advertisers can take to cut back this habits, together with limiting repetition, bettering advert artistic, and respecting client expectations about what number of advertisements and advert breaks they often understand of their favourite reveals.
Key findings from the research embrace:
* 46% of listeners say they “all the time or usually” skip advertisements on podcasts. Nonetheless, when requested in regards to the final particular episode they consumed, that proportion dropped considerably.
* 3% of listeners say they hearken to “all the advertisements” on podcasts, the best proportion 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 excellent.
* 73% anticipate to listen to 2-3 advertisements in a typical episode of their favourite podcast is excellent.
* 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 research is that the buyer tolerance for advertisements in podcast isn’t zero — they anticipate to listen to advertisements,” stated 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 habits like few different platforms, if we simply respect the listeners’ expectations.”
Methodology: Advert Nauseam was sponsored by Wondery, Betterhelp, ESPN Podcasts, Libsyn Adverts, SiriusXM Podcast Community, NPR, and paramount in partnership with Sounds Worthwhile. The research was carried out by Sign Hill Insights and comprised a web-based research of 1,011 weekly podcast listeners, ages 18+, weighted to US Census Knowledge.
To overview the complete findings from Advert Nauseam, obtain a duplicate right here.
