Customer experience (CX) platform DISQO released new insights about podcast advertising in its report, Proving the Power of Podcast Ads. DISQO found that forty-five (45%) of daily podcast listeners pay more attention to podcast ads as compared to other mediums.
The new report offers timely insights for brands seeking to understand customer experience with sponsorships and other commercial messages in podcasts - actionable knowledge they can use to propel brand and outcomes lift from their podcast ad investments. DISQO found that podcast ads are a unique opportunity to engage highly sought-after consumer audiences with loyalty-driving brand messages.
Key CX findings:
Age: Consumers aged 55-64 saw a 10-point increase in platform visitation in the past year, but consumers aged 25-54 are still 16 points higher on platform engagement overall.
**Income: **Platform visitation grew most strongly at the highest levels of income ($125k or more; +6 pts), reinforcing existing biases in podcast engagement, in which high-income adults are 8 points higher on platform engagement overall.
“Podcasts continue to show strong popularity across a wide range of consumer segments, and can be uniquely engaging from an advertising perspective. In fact, about two-thirds of consumers say that they either don’t mind, or actually enjoy podcast ads,” said Patrick Egan, Director of Research and Insights, DISQO. “The intimate nature of podcasting offers marketers a unique avenue to drive attitudinal and behavioral lift for their brands.”
DISQO surveyed 34,841 nationally represented consumers from its proprietary audience. DISQO also metered and analyzed opted-in audience members’ online behaviors to see which podcast websites and apps consumers visited. Visitation to Spotify and Audible sites and apps, along with visitation to podcasts.apple.com and podcasts.google.com were compared between February 2022 and February 2023.