16% podcast listeners believe that the products they learn about on podcasts are relevant to them

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2019, 12:51 PM GMT+0

Podcasts are an effective way for brands to reach “super listeners.”

This piece states that 70% of podcast listeners considered buying a new product or service after hearing about it on a podcast, as per a study from Edison Research and the PodcastOne, “Super Listeners Study.” 46% respondents also said that they’re likely to purchase a product after hearing about it on a podcast ad.

The research reveals that many podcasters are also “cord-cutters.” 45% of respondents said it’s important that they watch or listen to a program at their own convenience. 44% of listeners believe that they pay more attention to ads on podcasts than on any other forms of media.

Interactive Advertising Bureau (IAB) predicts that US podcast marketplace revenues will reach $1 billion by 2021. The research findings are based on 1,032 online interviews.

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