The research, sponsored by Wondery, Spreaker, Betterhelp, ESPN Podcasts, Libsyn Ads, SiriusXM Podcast Network, NPR, and Paramount, shows podcast advertising leads the way in receptivity, attention, and most importantly, effectiveness
BOSTON, April 4, 2024 /PRNewswire-PRWeb/ -- Sounds Profitable, the leading voice of significance for the digital audio industry, today announced the release of its latest report, The Ad Bargain: Attracting Consumer Attention in a Sea of Ads, a large consumer study of over 2,000 Americans 18+, weighted to the general population. Respondents were asked questions regarding their receptiveness, attentiveness, and overall attitude about advertising across a range of ad-supported media.
The leading digital audio authority turned its lens on two of the fastest-growing channels in digital ad spend: YouTube and Streaming/CTV. The results were clear across the board ? podcast advertising leads the way in receptivity, attention, and, most importantly, effectiveness.
Key findings from the study include:
As a result, podcast listeners are more likely to take action:
In addition to the general advertising survey questions, Sounds Profitable selected five leading brands (GEICO, State Farm, Amazon, Walmart, and HelloFresh) and analyzed how they were perceived by users of podcasts, YouTube, and Streaming TV across four standard brand measures: Awareness, Favorability, Consideration, and Purchase. This group represents four heavy cross-channel advertisers and one top podcast advertiser (HelloFresh).
To test these brands, Sounds Profitable looked at the difference between the general population and weekly users for each of the three media channels, and learned the following:
"We expected the results for podcasting to be superior with HelloFresh, which is a heavy podcast advertiser; however, we did not necessarily expect to see podcast listeners lead the way with all five brands," said Tom Webster, partner at Sounds Profitable. "These results clearly show that podcasting holds its own against any media platform as an advertising vehicle, and in fact leads the way in many key measures."
Methodology: The Ad Bargain was sponsored by Wondery, Spreaker, Betterhelp, ESPN Podcasts, Libsyn Ads, SiriusXM Podcast Network, NPR, and Paramount in partnership with Sounds Profitable. The study was conducted by Signal Hill Insights and comprised an online study of 2,020 Americans, ages 18+, weighted to US Census Data.
To review the full findings from The Ad Bargain study, download a free copy here. To learn more about Sounds Profitable, visit soundsprofitable.com.
About Sounds Profitable
Sounds Profitable is the leading voice of significance for the digital audio industry. Founded in 2020 by advertising and technology veteran, Bryan Barletta, and digital audio expert, Tom Webster, Sounds Profitable offers a range of educational resources and advisory services to the podcasting sector. Featuring pioneering research, a newsletter with more than 8,500 subscribers, five daily podcasts and a weekly, forward-thinking podcast covering the essential news of podcasting, Sounds Profitable equips individuals and brands with the tools needed to level up their knowledge, effectively monetize content and ultimately grow the entire industry into an inclusive space that financially supports corporations and independents alike. With its 150 partners and growing, Sounds Profitable is committed to setting the course for the future of the audio business. For more information, please visit soundsprofitable.com and follow along on LinkedIn at linkedin.com/company/sounds-profitable.
Media Contact
Eliza Kjar, Palmer Public, 1 7125517774, [email protected], www.palmerpublic.com
SOURCE Sounds Profitable
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