Research finds branded podcasts are 22% better than TV at engaging consumers who avoid ads
By Sara Shaw • October 11, 2019
Self-identified ad avoiders were 22% more engaged, emotionally involved and likely to remember brands mentioned in a podcast compared to TV ads, according to a new study from the BBC.
The study, which was commissioned by the BBC’s branded content division, StoryWorks, found that listeners were 16% more engaged when hearing about a brand on a podcast than when they were listening to the surrounding podcast content. They also had a 12% higher likelihood of remembering the brand than surrounding podcast content.
Podcasting advertising is estimated to exceed $678 million in 2019, according to the Interactive Advertising Bureau. In 2018, Nielsen found that when it came to brand lift, podcast advertisements performed better than digital ads.