Podcast Advertising: A Study in Success 

In a 2022 survey for the Guardian, researchers published some new and interesting findings about the effectiveness of podcast advertising. 

The study - ‘A World in Your Ear: Perfect Podcast Planning’ - was based around the results of a national survey, as well as biometric analysis.

Researchers tested people’s responses to content and ads both on the radio and in podcast episodes to measure the effectiveness of each as an advertising platform.

Here’s what researchers had to say:

• In comparison to every other media channel, podcasts came out on top when looking at capturing the highest levels of attention in the survey participants.
• 51% of the participants said that they were influenced to shop with a company or buy a product that was advertised while listening to a weekly podcast episode.
• 56% of the survey participants reported feeling more positively towards a brand or product after hearing an advertisement for it on the radio. 
  • This percentage increased to 66% if podcast advertisements are included as well
• 47% of people credited digital branded content alone with improving their opinions on a specific brand. 
  • This increased to 64% with the inclusion of podcast ads. 

These results prove the potential for podcast platforms as a space for advertisement. 

Overall, the study found that podcast advertising is a great tool to add to your advertising arsenal, as it greatly enhances the effectiveness of your overall advertising mix. 

However, finding and selecting podcasts to form advertising relationships with can be a difficult task - especially for those that are new to the world of digital audio advertising. 

At The Ark Media, our team is on hand to help you curate digital audio marketing campaigns that are tailored to the needs of your business. 

Are you interested in running a podcast advertising campaign? Contact our team today!

Or you can find out more on our audio service page.