A big finding of the study is in the age demographics, as broadcast and podcast audiences are pulling apart, especially in younger demographics. Compared against the mean age distribution of the US population, the mean age for podcasts is just under 40, with 44% of the population in the 18-34 demographic. Compare that to those who just watch broadcast and cable television, where 44% of the population is 55+. Nearly a generation of age difference between the two.
Consumers who favor podcasts rate brands more favorably on average, as well. When single-channel users were polled - users who only listen to podcasts, radio, or television - only 28% of TV listeners favored brands that supported their favorite content. Radio posted 32%, and podcasting 34%.
Among other findings:
- Podcasting’s weekly reach 18-34 is nearing that of radio and TV
- The median age of heavy users of radio and tv is significantly older than that of heavy listeners to podcasts
- Podcast buys reach net new consumers when added to TV or Radio buys
- Podcast listeners are more likely to subscribe to premium, ad free content options
- Podcast listeners are significantly more positive towards the brands that support the medium than Radio listeners or TV viewers
- The leading advertisers in podcasting perform significantly better in lower-funnel metrics with podcast listeners than the leading advertisers in TV and Radio do with their consumers
- The addition of podcasts to a multichannel media mix shows significant mid-funnel effects
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