“Podcasts are commanding increased ranges of consideration”: Key insights from the Guardian research | What’s New in Publishing


Why podcasts are an “important addition to any media plan”

Podcasts are rising quicker than every other media format. 52% of Guardian podcasts listeners are consuming extra of the format than they did a 12 months again, in keeping with a brand new research. The determine is 41% for the general inhabitants of the UK. 

Supply: A world in your ear. Good podcast planning

The research was commissioned by the Guardian and carried out by analysis firm Tapestry.  It examines the effectiveness of podcast promoting and relies on a survey of a nationally consultant pattern of three,250 adults (together with 1,458 Guardian customers) within the UK. The findings are introduced within the report, “A world in your ear. Good podcast planning.”

Different key findings embrace – podcast listeners are typically youthful than anticipated. The common age of weekly podcast listeners is 37 years (33 years within the case of the Guardian). In distinction, the typical age of weekly radio listeners is 45 years. 

65% of listeners take note of podcast advertisements

Podcasts additionally promise higher promoting income potential in comparison with different content material codecs because the survey discovered that they command the best ranges of consideration amongst media channels. 65% of listeners mentioned they take note of podcast ads, in comparison with 39% who mentioned the identical about TV advertisements and 38% for radio.

Supply: A world in your ear. Good podcast planning

This will increase the probability of listeners shopping for the services or products being marketed. 51% of the survey contributors mentioned advertisements on podcasts made them need to store with or purchase one thing from the model being marketed in comparison with 38% who mentioned the identical for advertisements on radio. 

Podcasts work brilliantly with different codecs

Whereas all media codecs are efficient in constructing consciousness for the merchandise/manufacturers being marketed, their strengths reside in numerous phases of the funnel. Podcast advertisements are handiest in transferring the center and backside of the funnel metrics. 

In addition they add worth to advertisements on different channels. “As an intimate and immersive format, podcasts work brilliantly with different codecs that carry out increased up the funnel – making radio campaigns extra thought-provoking, including belief to show and driving affinity with branded content material,” the report states.

Supply: A world in your ear. Good podcast planning

The writer’s credibility rubs off on podcast advertisements. 62% mentioned they discovered advertisements on a Guardian branded podcast extra informative/attention-grabbing in comparison with 50% who listened to the identical advertisements on an unbranded podcast. Adverts on the Guardian podcasts had been additionally perceived to be extra memorable and interesting.  

Ocado Retail, the sponsor for the Guardian’s podcast present Consolation Consuming, noticed an uplift in new clients after promoting on the present. 25% of its clients mentioned they’d listened to the podcast. The corporate additionally noticed 89% new distinctive guests to their web site and a 62% enhance in optimistic buyer model notion.

Supply: A world in your ear. Good podcast planning

“It’s actually attention-grabbing to see the increase that podcasts present when the assorted codecs are working collectively,” says Imogen Fox, Director of Promoting, Guardian Information & Media. “The truth that podcasts are commanding increased ranges of consideration and enhance the effectiveness of different codecs means they need to be a vital addition to any media plan.”

“Culturally of the second, podcasts are rising quicker than every other media channel,” the report states in conclusion. “Which implies they’re coming into their very own as a broadcast medium. However what they’re actually good at is delivering an attentive viewers – greater than every other format.”

Consideration issues as a result of it interprets into better probability to purchase.

A world in your ear. Good podcast planning

The total report will be downloaded right here:
A world in your ear. Good podcast planning


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