Streaming, CTV & Audio
Sounds Profitable research roundup
79% of U.K. podcast listeners recall an ad they heard in the past week
Podcasts have overtaken TV for the 34 and under UK set. 35-54s have “incorporated podcasting into their lives at a deeper level than any other age group”
[US] audio advertising lifts core brand metrics: +22 points in unaided ad recall among in-market consumers, +5 in favorability, +6 in search intent, and +5 in purchase intent
(long-form host-read even more)
those who consume podcasts have a higher ratio of corporate decision-makers
Put podcasts in your plan
There are five keys to a good podcast trailer. And they work for any messaging:
energy,
show-name recall,
topic clarity,
ease of understanding
and authenticity
Pair this with the research owning flaws and being open to feedback improves outcomes and you’ve got a solid brief foundation.
How many of these does your messaging check off?
Genres, like generations, are garbage.
food podcasts account for less than 1% of mentions of food delivery companies. Yet food podcasts were receiving roughly half of the ad spend from food delivery brands. That’s a fundamental mismatch.
Why? Because delivery is not a food passion behavior. Delivery is a time-management solution.
Why over what.
Matching industry to genre is the lazy route.
Matching solution to mindset is the way.
More from the CEO:
The question for any brand is: do you want to participate in the conversation that’s already happening about you, or not?
Who’s listening?
men are five times more likely than women to regularly listen to sports podcasts, while women over-index in true crime, self-improvement, lifestyle, and wellness. News is the most popular genre overall, drawing 56% of men and 44% of women. Comedy acts as a genre equalizer, with similar consumption rates across genders.