We love podcasts! We’ve all got our favourite and we’ll talk about them passionately until someone begs us to stop…but it’s not just listeners who get a boost from podcasts, they’re great for advertisers too.
Once seen as a niche medium, recently we’ve seen podcasts elbow their way into the media mix in a big way. Millions of us listen to them on a weekly basis with listeners being passionate, loyal and engaged on a level that other platforms find difficult to match.
With over 4 million podcasts available globally it’s unsurprising that no matter what subject sparks your interest you’re sure to find a podcast about it. What’s more, people don’t just enjoy podcasts, they love them. If you ask a group of people what their favourite is you’re guaranteed to spark a fierce discussion.
So that’s what we did and the results were enlightening to say the least…
What are we all listening to?
The favourite podcasts of AJ staff spanned an extensive range of subjects, neatly illustrating the wide targeting opportunities they offer. In the same way traditional print media can cater to all tastes and interests, podcasts are available in a wealth of subjects and target a wide range of audiences. This diversity makes it easy for advertisers to pinpoint their ideal demographic.
In the UK podcast market many of the biggest hitters fall into the sports, politics and history genres. These categories have captured our hearts and ears and the AJ team is no exception. Everyone in the team was able to name their current favourite instantly. We don’t mind admitting we spent more time that we probably should have swapping recommendations and debating the merits of each…
Whilst hot topics and big names certainly draw in listeners, more seemingly niche offerings can make the transition from hidden gem to media behemoth. Who would have thought that former Downing Street Press Secretary Alistair Campbell and former Conservative MP Rory Stewart would join forces and produce political content that attracts upwards of 9 million listeners every week?
People are passionate about their favourite podcast
Podcast listening is deeply personal and has as much common ground with books as it does with traditional broadcast media. Like its older cousin radio, the podcast intimately connects with its listeners with show hosts becoming like trusted friends. In fact, according to research conducted by Acast, podcasts hosts are more trusted than personalities in any other medium.
21% of UK adults listen to podcasts on a weekly basis*. Whilst they may not have the reach of other mediums such as TV, podcasts do build strong and enduring connections with listeners. 55% of listeners say they are “highly engaged” when listening to podcasts** and those who listen to podcasts tune in for 7 hours per week on average.***
Why advertise on podcasts?
High listener commitment translates well for advertisers. Adverts on podcasts are generally well received with listeners being less likely to skip adverts than on any other medium****. Brands running adverts on podcasts see the benefits of building strong relationships with consumers and extending campaign reach.
Advertisers piggyback on the perceived trustworthiness of podcasts and their hosts. The nature of podcast advertising means that when well executed it feels organically aligned with the content of the show. If the advertising is thoughtfully crafted the positive feelings generated by a favoured podcast naturally transfer to the advertising brand.
Podcasts aren’t just for branding, advertising on them is about more than raising awareness and creating good vibes. New tracking capabilities mean that podcast advertising can also stack up for direct response advertisers. At AJ we know how important it is to be able to track ROI. We also know how to make sure podcasts deliver the attributable response you need. If you haven’t thought about adding podcasts to your media schedule then now’s the time to start giving it serious consideration.
If you want to know more about podcasts we’ve got a handy guide for you here. Looking for more personalised advice about how podcasts could boost your campaign performance? Get in touch to discuss with one of the team.
And just for fun…
AJ staff members chose their favourite podcasts and we reveal what it says about them…
*RAJAR Spring report
**YouGov
***Ofcom
****YouGov