Podcast advertising amplifies consumers’ brand awareness and affinity and boosts their interest in making a purchase from that brand or searching for more information about it, according to a new study.
The study, titled “Podcast Ad Effectiveness: Best Practices for Key Industries,” consolidates the findings of 610 separate studies conducted by Nielsen to measure how ads inserted into podcast episodes affected several performance metrics, including brand familiarity, brand affinity and brand awareness. It also measured consumers’ intent to search for more information about the brand; purchase something from the brand; or recommend the brand to others.
These studies occurred over the past four years and involved over 147,000 respondents, making this synthesized report the “largest ever” study of podcasting advertising’s effectiveness, according to a press release from IPG Mediabrands’ investment and intelligence unit Magna, which commissioned the study.
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“Podcasting has kind of been a hot space in recent years,” Brian Hughes, Magna executive VP and managing director of audience intelligence and strategy, told Ad Age. “When we took a look at the overall media picture ... we saw that overall time spent with media is actually declining, but podcasting is one of the few areas where it’s been maintained or grown.”