Edison Research, IAB Podcast Advertising Study Shows Fans Eager To Act On Podcast Ads

Study

EDISON RESEARCH unveiled the “IAB-EDISON RESEARCH Podcast Advertising Study” at the PODCAST UPDATE in NEW YORK TODAY (9/7).  The survey of 953 American podcast listeners, conducted for the INTERACTIVE ADVERTISING BUREAU, showed 65% of podcast fans are more willing to consider purchasing products and services advertised in a podcast, and 60% would prefer to buy from companies which advertise on podcasts, given all else being equal.  In addition, the study showed listeners prefer native advertising and sponsorship messages to traditional pre-recorded ads, and that the listeners are prone to take action in direct response to podcast ads.

As for why they listen, 76% of fans cited the ability to listen whenever they want, 71% said that they liked the ability to listen wherever they want, 70% said they liked the on-demand nature of the medium, and 58% cited content unavailable elsewhere.

“Podcast audiences are devoted fans whose enthusiasm carries over to the companies that sponsor their favorite shows,” said IAB SVP/GM ANNA BAGER. “That ‘halo-effect’ is impressive. It is no surprise that more and more brands are including podcast strategies as part of their marketing mix.”

“These results quantify for the medium what we’ve seen in much of our client work,” added EDISON VP of Strategy TOM WEBSTER. “Podcast listeners not only don’t reject advertising in the medium, they are actually very receptive to the right message, delivered in the right environment.”

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