Study: Podcast Listeners More Likely To Act On Ads
June 6, 2016 at 4:00 AM (PT)
A study commissioned by podcast network WONDERY from COMSCORE shows that listeners find ads least intrusive when they air on podcasts, and they are more likely to act on ads on podcasts than on other media, reports AD WEEK.
In the study of 2,000 American respondents in the 18-49 demographic, two-thirds said they acted on podcast ads by researching or purchasing a product; nearly 1 in 5 listened to podcasts at least once a month (1 in 3 for men 18-34), and those listeners, the study said, tend to be college educated, earn $100,000 or more, and call themselves early adopters of technology, movies, and consumer packaged goods, according to AD WEEK.
"It confirms one of the things people find notable about advertising on podcasts," WONDERY CEO HERNAN LOPEZ told the magazine. "There is a lot of direct response advertisements, but they're a special kind."