IAB-Edison Research Podcast Advertising Study

Consumer Attitudes Toward Podcast Advertising

In a survey of nearly 1,000 podcast listeners, conducted in partnership with Edison Research, it was found that nearly two-thirds (65%) of fans are more willing to consider purchasing products and services they learn about during a podcast. Sixty percent also state that, given equal price and quality, they prefer to buy products from companies that advertise on their favorite podcasts.

The study shows that listeners prefer sponsorship messages and host mentions of products and services to pre-recorded advertisements during podcasts, emphasizing the advertising opportunity created by the personal relationship between podcast hosts and their audiences.

Highlights include:

  • 55% are familiar with the term "podcasting"
  • 36% have listened to a podcast
  • 21% have listened to a . . .

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