Podcast Ads 7 Times As Effective As Television Ads
Apr 24th, 2008 | By James Lewin | Category: Making Money with Podcasts, Podcasting ResearchNew data from Podtrac and TNS suggests that podcasts may be a much more powerful advertising platform than television.
The companies studied podcast advertising from February 2006 to March 2008 across multiple product categories and ad types. Unaided awareness for podcast ads was 68%, compared with 21% for streaming video and 10% for television.
““The studies showed a 73% increase in likelihood to use or buy an advertised product,” said Velvet Beard, vice president at Podtrac. “The studies showed that 69% of audience members have a more favorable view of in-show advertisers.”
“Podcasting delivers a level of end-user engagement that is rare in today’s multi-format world,†said Paul Verna, senior analyst at eMarketer.
There are many reasons why podcasts could be more effective than television. People are sick of the barrage of ads on television, so they routinely tune them out. Podcast advertising is typically much less intrusive than television advertising. It also has the potential to be much more targeted and relevant.
Because these stats come from Podtrac, a company with a vested interest in podcast advertising, marketers are likely to want to see these numbers independently reproduced.
huh. interesting statistic. i can’t help but have a feeling though, that we should be skeptical of stats coming out of podcasting companies… they clearly have a vested interest in making ads on their networks look good.
[…] world looking to make their bones and their living producing audio and video content. As James Lewin at Podcasting News notes, though, since the data comes from a company that makes their living evangelizing podcasting, the […]
[…] world looking to make their bones and their living producing audio and video content. As James Lewin at Podcasting News notes, though, since the data comes from a company that makes their living evangelizing podcasting, the […]
[…] this is a bit surprising for me, but recent data suggests that unaided awareness for podcast ads is 68%, compared with 21% for streaming video and […]