Nielsen Offers Data On Podcast Advertising Effectiveness

Podcast Studies

NIELSEN has released some data on podcast advertising in conjunction with its appearance on a panel at noon (ET) TODAY (4/15) at the ADVERTISING RESEARCH FOUNDATION's AUDIENCEX SCIENCE CONFERENCE, and the company's conclusion from almost 50 custom studies it conducted in the past 18 months is that podcast advertising "has demonstrated that it can move the needle on many important metrics for advertisers."

Among the metrics on which podcasting appears to have a positive effect, NIELSEN said, are awareness, ad recall, affinity, recommendation, and purchase intent.  NIELSEN also found that 64% of respondents in its studies thought that the host-read ads they were hearing on podcasts were a good fit with the show's content.

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