Study Shows Podcasting Attracts Hard-to-Reach ad-Free Streamers

A recent study by Cumulus Media’s Westwood One and Signal Hill Insights has shown that podcast advertising is increasingly effective in reaching audiences who have moved away from traditional ad-supported media. The study highlights a shift in TV viewing habits, with a large percentage of weekly podcast consumers also using ad-free video streaming services like Netflix and Amazon Prime Video. This means that a significant portion of podcast listeners are not being reached by traditional TV ads, making podcasting a valuable channel for advertisers to connect with cord-cutters and ad-free streamers.

The study also found that heavy podcast users are even harder to reach through traditional advertising channels, as they are more likely to spend significant time watching ad-free video content. This has led to a surge in interest in podcast advertising among agencies and brands, with 91% of them considering podcast advertising for potential media investment.

One of the reasons for this interest is the unique influence of podcast hosts, who are seen as the most persuasive personalities in media consumption. Listeners trust podcast hosts more than social media creators, celebrities, or even AM/FM radio hosts, giving brands direct access to an audience that is more likely to engage with host-read messaging.

Another advantage of podcast advertising is its design, which emphasizes audio and can lead to increased brand recall. Research shows that ads with multiple verbal mentions have a higher recall rate compared to TV ads, where viewers are often not looking at the screen. This means that podcast ads have a greater chance of leaving a lasting impression on listeners.

While the rise of watchable podcasts is changing the way consumers interact with podcast content, the study found that the majority of time spent with podcasts on YouTube is still listening rather than watching. This means that podcast content is valuable not just for its visual component, but also for its audio content, making it a versatile and engaging medium for advertisers to connect with their target audience.