Survey Of 'Serial' Listeners Shows Show's Strong Effect On Podcast Perceptions, Advertising Effectiveness
June 25, 2015 at 4:40 AM (PT)
A survey of "SERIAL" newsletter subscribers conducted by ad agency MCKINNEY showed that the podcast had a strong effect on podcasting and on listener perceptions.
In the report, released at the CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY, the survey, with 6.300 respondents out of the show's 137,000 newsletter subscribers, showed that 23% said "SERIAL" was the first podcast they'd ever listened to, and that 90% of the first-timers said it "changed the way they think about podcasts," inspiring 89% to try more podcasts and 49% to listen to podcasts on a weekly basis. 87% agreed with the statement "SERIAL stands out as a completely different kind of podcast, with more attentive listening and more saying they talked about the show to family and friends than other podcasts and calling the show "addictive" -- 99% said they listened to all 12 episodes, and 55% said they listened to at least one episode more than once. Sponsor recall was also strong, with 81% remembering at least one sponsor and 92% of those respondents remembering the distinctive MAILCHIMP spot and 95% knowing that MAILCHIMP is an email marketing service.
"We've been humbled and amazed by the passionate response to SERIAL since last fall — and we were blown away by the immediate response to the survey, even on a FRIDAY night," said "SERIAL" Executive Producer JULIE SNYDER. "In just 90 minutes, more than 5,600 people completed the survey, which is basically one completed survey for every second the survey was available."
"Outside of sports and one-time specials like the ACADEMY AWARDS, there aren't many culturally relevant, sought-after opportunities that attract a loyal and fully engaged audience at scale," said MCKINNEY Chief Creative Officer JONATHAN CUDE. "SERIAL, which became the proverbial water cooler topic, is a dream environment for brands and agencies like MCKINNEY looking to influence through creativity."
The survey will be discussed at a panel in CANNES FRIDAY (6/26) with CUDE moderating and SNYDER joined by host SARAH KOENIG and Producer DANA CHIVVIS.