Dive Brief:
- ComScore surveyed 2,000 U.S. consumers between 18 and 49 and found that podcasts are the preferred medium if they have to encounter a digital ad.
- In fact, two-thirds of respondents reported acting on podcast ads by either researching or purchasing the advertised product or service.
- The study was commissioned by Wondery, and its founder and CEO Hernan Lopez told Adweek, "It confirms one of the things people find notable about advertising on podcasts. There is a lot of direct response advertisements, but they're a special kind."
Dive Insight:
The results might surprise some marketers, but we are currently in a podcast boom, and the advertising potential is big. One-third of comScore respondents stated they plan on increasing their podcast consumption over the next six months, and almost one-in-five within the demographic group of the survey is listening to podcasts at least once a month.
Other marketer-friendly stats on podcast listeners is a likelihood of having a college education, $100,000 or more in household income, and they self-describe as early adopters of tech, movies and consumer package goods.
Andrew Lipsman, vp of marketing and insights at comScore, said in a statement that podcasts are becoming more popular thanks in large part to mobile as well as a large amount of rich and compelling content. He added, "This research provides strong evidence for why this sector is very attractive for advertisers. Not only do podcasts over-index on reaching some of the most valuable and hardest-to-reach audiences, but they also put consumers in a mindset that's favorable to ad receptivity."
