Podcast Fans Are The Ultimate Audience For AdvertisersJan 29th, 2010 | By Elisabeth Lewin | Category: Featured Story, Making Money with Podcasts, New Media Organizations, Podcasting Statistics
Podcast fans are well off financially, they pay attention to ads in podcasts, they’re hard to reach with traditional advertising and they are 6 times as likely to “enjoy” the ads in podcasts as consumers of traditional media.
In other words – people that can afford to turn away from “interruption” style advertising are doing so, and opt-in podcasts are one of the few ways to connect with them.
Highlights of the Podcast Consumer Attitudes study include:
- Podcast fans are significantly more affluent than general population.
- Podcast fans are rapidly turning away from traditional media and “interruption” advertising models.
- 37% of video podcast users and 31% of audio podcast users say they *enjoy* advertising in podcasts. By comparison, only 6% say same of TV and radio.
- Podcasts confer on their advertisers and sponsors a “halo effect; podcast fans give props to the advertiser for sponsoring a show they like.
- Over 70% of active podcast listeners are receptive to sponsorship messages in podcasts.
If further research confirms the findings of this survey, podcast fans could prove to be the ultimate audience for many advertisers.
Check out the detail below and let me know what you think. Is it time for advertisers to take another look at podcasts?
In this video, Tom Webster, VP of Strategy and Marketing for Edison Research, presents of the recently completed ADM study of Podcast Consumers Attitudes.
Other highlights of the research:
- One in five active podcast consumers are actively interested in host-read sponsorship messages. Survey respondents believe that podcast hosts/creators are actual users of the goods and services of their sponsors.
- Nearly 4/5 of the survey interviewees listen to podcasts every week, but are not as reachable by other “regular” mass media.
- Podcast fans say it is not just important to be able to “time-shift” their podcast and other media consumption; nearly equally important is the ability to get unique shows [not available outside of podcast medium].
- 90% of those surveyed prefer advertising supported shows vs. ad-free paid subscriptions.
- 3/4 of the respondents use iTunes to find and subscribe and 66% have been listening/watching podcasts for 2 years or more
According to Webster, This study is a “self-selected sample of active podcast consumers. The story is not that they represent the mainstream — it’s that they don’t represent the mainstream, are turning away from traditional media, but are still very receptive to podcast advertising. They aren’t just ‘ad-haters’.”
The Podcast Consumer Attitudes study is the first of a series of studies that will look at consumer attitudes and behavior concerning online video and audio, social media and Twitter.