Does podcast advertising replace other media or enhance it?

Estimated reading time: 2 minutes

Using data from the Sounds Profitable in the US, we can see that podcast advertising enhances an overall media plan.  We know that the reach of podcasting is growing – especially amongst younger demographics but it is also now very close to the reach of some broadcast media. In addition, podcast audiences are increasingly becoming harder to reach through broadcast media as they actively reduce linear media consumption. Podcast consumers spend nearly half of all viewing time with ad free video. This is enhanced with heavy podcast users who are generally heavy users of content and therefore are difficult to reach through as they watch more ad-free content.

What Sounds Profitable identified is that across all 18+ demos;

  • Adding podcasts to radio media plan adds 12% reach
  • Adding podcasts to TV media plan adds 11% reach
  • This is even greater for target demos:
    • 18-34 – +18% and +19% respectively
    • 25-54 – +12% and +15% respectively

Podcasting provides a unique, additive and younger audience to traditional media buy (the mean age of podcast-only users is 12-20% lower than TV/Radio – only users).  As a result, it enhances traditional channels with mid-lower funnel benefits far more effectively than traditional channels.

As we have touched on previously, podcasting simply drives favourability, consideration and action better than traditional channels

  • Awareness: TV (+4%), Radio (+7%), Podcasts (+7%)
  • Favourability:TV (+5%), Radio (+8%), Podcasts (+14%)
  • Consideration:TV (+4%), Radio (+5%), Podcasts (+15%)
  • Action: TV (+1%), Radio (+6%), Podcasts (+16%)

One of the common misconceptions amongst advertisers is that it is more efficient to book ‘a few big shows’ for their campaigns.  However, in the podcast space, it is more likely that very loyal fan bases are connected with medium sized shows…. Plus because there is often more advertising space available and therefore your brand is not competing with other messages.

One of the reasons why podcast advertising works is because podcast listeners are far less saturated by ads than through other mediums.  Making it an ideal medium for your message to cut through the noise and reach the ears of your audience.

About Audiomy

At Audiomy, we are a fully independent, podcast media agency with access to the entire German-language podcast advertising market. Our approach to building your strategy and identifying podcasts puts your needs at the heart of the solution.

We are podcast advertising experts…..working with a client list of over 100 brands to produce their advertising campaigns and deliver an incredible 40M audio impressions.

We work with you from briefing to strategy, delivery and campaign reporting. Making it easier for you to benefit from the power of podcasting.

Book a meeting  with Audiomy today to understand how German-language podcasts can meet your needs.