Study: Branded Podcasts Effective For Advertising

Branded podcasts are an effective means of advertising and a powerful addition to the marketing mix, generating real cut-through with audiences - particularly ad avoiders.

In addition, their impact increases when the listener is engaged in other tasks, which is true for 94% of podcast listeners, and therefore represents an entirely separate space for brands to reach their audiences.

These are among the findings of Audio:Activated, a new study commissioned by BBC StoryWorks - BBC Global News’s branded content division - and carried out across four continents by neuroscience researchers at Neuro-Insight.

It researches the minds of audio listeners to discover the unique benefits of this space for brands.

Using cutting-edge neuroscience methods, measuring second-by-second brain activity as content is consumed in passive and active states of activity, Audio:Activated reveals the persuasive power and cut-through of branded podcasts. Podcasts have a huge and growing audience. In a field filled more with excitement than reliable research data, this study provides much-needed insight.

Audio:Activated key findings:

• Branding stands out from content
• 94% of listeners consume podcasts while performing other tasks. This mode of listening actually elevates engagement with the brand
• They are consumed in ways that are additive to the marketing mix
• Podcasts are a particularly effective way to reach ad avoiders
• The language of a podcast creates subconscious associations with the brand