Coleman Insights Study Shows TED Talks Daily Topping Podcast Listener Aided Awareness

Study

COLEMAN INSIGHTS research on the aided awareness levels of the 20 top podcasts as ranked by PODTRAC in MARCH found that "TED TALKS DAILY" has the highest aided awareness among the shows but that none of the podcasts are familiar to as many as half of all monthly podcast listeners.

The study of 1,000 monthly podcast listeners in the 18-64 demographic found that the top ranked podcast in terms of awareness, "TED TALKS DAILY," still was familiar to only 43%, with THE NEW YORK TIMES' "THE DAILY" second at 35% and "TED RADIO HOUR" at 32%. Among the top 20, "INVISIBILIA" was last, familiar to just 8%. Awareness of the podcasts was highest among listeners 25-44 and among male listeners. The levels of awareness were different from the levels of unaided awareness released in a study by COLEMAN last week, which showed "THE JOE ROGAN EXPERIENCE" with the greatest unaided awareness (ROGAN's show does not use PODTRAC and is thus not in the top 20 as measured by that company).

COLEMAN INSIGHTS President WARREN KURTZMAN said, “Our findings reaffirm the idea that despite podcasting’s growth, the medium still has a long way to go with brand development. Even with the most-listened-to shows, most active podcast users aren’t familiar with them. The ones they are familiar with are big, cross-platform brands with strong marketing behind them.”

The studies will be the subject of a presentation, “Outside Thinking for Podcasts,” at PODCAST MOVEMENT in ORLANDO on WEDNESDAY (8/14) at 9a (ET).

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