Attitudes Toward Podcast Advertising [CHART]

Chart: Attitudes Toward Podcast Advertising

Almost 8 in 10 podcast listeners ages 18-49 don’t mind ads or sponsors in podcasts they listen to regularly, as they know they support the podcast, per results from a Nielsen study. Roughly three-quarters also feel that that the sponsors fit well with the content of the show, per the survey.Moreover, fully 83% agree that the host is authentic and natural in delivery the ads.

As part of its study, Nielsen divided its 7,000 podcast listener respondents into two groups: one that listened to a 10-minute podcast clip (including ads), and one that watched a comparison video experience that included pre-roll advertising. It then conducted a post survey to measure lift across brand measures.

The results indicate that more than two-thirds exposed to the podcast ads agreed that the ad experienced made them aware of new products and services. More than 6 in 10 agreed that the ad made them consider new products and services, and 62% likewise recalled the brand advertised in the podcast.

All told, a majority (57%) of the 46 podcast ads tested – or 26 – outperformed the pre-roll video ad.

What’s interesting is that the podcast ads that were host-read (which constituted the majority of those tested) were significantly more likely to be described by respondents as authentic and believable, and less likely to be felt as forced. Read the rest at