A branded podcast is a big investment and we’re not about to tell you otherwise. It comes as no surprise to us that savvy teams seek proof of concept before adding this type of project to their content marketing plan.
While it does speak pretty loudly that branded podcasts have been added to the repertoire of several world-leading companies — including Cineplex, Expedia, and Saje Natural Wellness — a little extra info never hurts, right? Good news. This is exactly the kind of thing we’re here for.
So, are podcasts actually an effective marketing medium? Don’t take our word for it. We’ve compiled the data. Check it out below.
Are consumers actually receptive to podcast marketing?
The short answer is yes. In fact, it’s a bit shocking how open listeners are when it comes to brand mentions within podcast episodes.
One 2019 report from BBC found that consumers are actually more engaged during the branded parts of a podcast than they are during the rest of the content — with 12% higher memory encoding and a 16% increase in overall engagement.
Podcasts also have a stellar track record when it comes to increasing affinity felt by consumers and awareness of a brand.
The increased engagement uncovered by BBC contributes to:
An 89% increase in awareness.
A 57% increase in brand consideration.
A 24% increase in brand favorability.
And a 14% increase in purchase intent.
Ultimately, this amounts to a pretty compelling case for the branded podcast when it comes to reputation, identity, and the potential for consumers to connect with your brand.
Can a branded podcast reach folks who avoid ads?
Further data from BBC suggests that podcasts are uniquely valuable when it comes to connecting with “ad avoiders” — a famously hard-to-reach group.
In their sample of folks with these habits, podcasts outperformed television by at least 22% when it came to engagement, emotional intensity, and memory encoding associated with the brand.
Will multitasking listeners really engage with my brand?
It’s gotten pretty clear that modern society has turned a lot of us into perpetual multitaskers. This is especially true when it comes to podcasts.
Whether it’s crafting, cleaning, working out, or taking Rover for a walk, most of us are doing something else while we’re listening to our favorite podcasts. So, how does this impact brands? Will your brand mentions or content be ignored?
More good news. The numbers are in your favor!
BBC found not only that an estimated 94% percent of podcast listeners are tuning in while performing other tasks — but that this can actually benefit your brand.
Compared to a control group, multitaskers showed:
18% more engagement.
40% more emotional intensity.
22% greater long-term memory of the podcast.
This is another reason why podcasts are uniquely valuable. When was the last time you walked the dog while watching a commercial or cleaned your floor while reading a blog post?
(If you manage to pull off either, we’d love to know your tricks!)
Can a podcast really shape common perceptions of my business?
Well, of course — and we’ve written at least a few articles that dive into this topic — but let’s take a look at some data, shall we?
In the same BBC study, researchers found that language used within a podcast did shape listeners’ impressions of its sponsor. In a sample that used the word innovative 12 times, listeners were more likely to link that quality with the associated brand.
Can podcasts help B2B brands?
The evidence suggests that they can!
In fact, a staggering number of business owners are regular podcast listeners. One study from Bredin, Inc. explored these numbers with a focus on medium and small-sized businesses.
From a survey of over 500 business principals, it showed that:
Around 37% with very small businesses listen to podcasts.
Around 60% with small businesses listen to podcasts.
And, around 71% with medium businesses listen to podcasts.
As you can see above, the larger the business, the more folks listen to podcasts. This of course, makes this medium particularly compelling when it comes to B2B.
Even better — many of these respondents tune in on the regular.
With respect to listening frequency, the same report showed that across all three groups:
An average of around 41% listen daily.
An average of around 41% listen weekly.
An average of around 12% listen monthly.
And it just keeps getting better. A whopping 94% indicated that they had no plans to decrease their podcast listening over the next 12 months.
Also relevant to B2B businesses, the report revealed that of these listeners, 52% listen to podcasts focused around business, finance, investing and economics.
More on benefits
Of course, these stats don’t make the entire case for why a podcast is a must-have asset for marketing savvy brands. Some of the most important benefits are tricky to measure, and a little more abstract.
To dive a little deeper into these perks, check out these articles:
Owning Your Audience: The Not-So-Secret Weapon of Industry-Leading Brands
Branded Podcasts vs. Podcast Ads (hint: it’s not a fair fight)
Ready to debut your own branded podcast? Give us a shout.