Adding audio podcasting to a media campaign is 33% more effective at driving brand consideration than radio alone. While adding podcast video ranks first in driving attention across key visual channels, outperforming TV, BVOD, and SVOD.
These are just two of the findings from a new report by Nielsen and Acast titled Podcasts’ Incremental Impact UK.
The report, which surveyed 3,501 adults on both the reach of Acast’s podcasts and the role of podcasts compared with other media formats, concluded that a consumer’s ‘active choice’ to listen to or watch a podcast delivers a significant incremental reach boost to traditional media and omnichannel campaigns.
Acast podcasts were found to increase campaign reach by 25% in AM/FM radio, 21% in BVOD, 15% in live TV, 14% in music streaming, and 9% in SVOD.
Adding podcasts to campaigns also increases brand consideration: 48% of those surveyed said they would consider a brand or product advertised in podcast audio, and 46% of respondents found podcast ads more entertaining when heard in this format.
This speaks to the active listening style within podcasts, as, unlike the background noise of TV or social scrolling, consumers choose podcasts as a destination to engage with creators.
Additionally, 55% of respondents said adding podcasts to campaigns adds credibility higher than live TV (53%), BVOD (51%) and SVOD (47%).
Commenting on the research findings, Tom Roach, commercial strategy director at Acast, said: ” Our research proves that when you start with a high-attention medium like podcasting, you’re not just buying impressions – you’re buying a relationship that scales.
“Listeners no longer stay in one place, and neither should their favourite shows. We treat audio as the spark, using video and social media to fan the flames, enabling brands to achieve impact everywhere. “
According to the findings, Acast podcasts reach 80% of weekly podcast listeners, including 47% of 18-34-year-olds in the UK, 33% of 35-54-year-olds, and 33% of males and 24% of females.
The report comes as Acast launches a UK YouTube program with Little Dot Studios and a strategic integration with Spotify to scale video podcasting.
