Skip to content
NuVoodoo By The Numbers: Essential Things for Advertisers to Know About Heavy Podcast Listeners Part 2
Part 2: Reaching the “Podcast Heavy”: Ad Attention and Action
In Part 1 of this series, we explored the world of “podcast heavies,” delving into their demographic and socioeconomic characteristics, as well as their diverse media consumption habits. We discovered that this Millennial-centric, male-skewing audience is highly engaged with both audio and video content across a variety of platforms, making them a valuable target for podcasters and brands alike.
Now, in Part 2, we’ll turn our attention to the advertising landscape, examining where “podcast heavies” encounter and engage with ads, which platforms capture their attention, and what drives them to take action.
Receptive but Discerning: Advertising Attention and Action
Heavy podcast users are receptive to advertising, but they’re also discerning. They pay attention to ads on certain platforms more than others. We tested nearly two dozen advertising platforms & channels. Our study shows the following “Often to Always” ad attention rates:
Top 5 Channels for Ad Attention
| Channel(s) | Pay Attention Often or Always |
|---|---|
| Video Sharing Apps Like YouTube | 53% |
| 51% | |
| Amazon, Facebook, Smartphone apps, Text messages sent to your phone | 50% |
| Digital Audio Streaming Platforms | 49% |
| Instagram, Phone calls from businesses in your area, Social Media Influencers | 47% |
Bottom 5 Channels for Ad Attention
| Channel(s) | Pay Attention Often or Always |
|---|---|
| Ad-supported OTT video platforms | 36% |
| X/Twitter | 39% |
| Billboards and other signs | 38% |
| Snapchat, Things mailed to you | 41% |
Taking Action
When it comes to taking action after lending attention to an ad, “podcast heavies” demonstrate a willingness to engage, but conversion rates vary across 21 advertising platforms and channels we tested:
- Highest Conversion Rates:
- Amazon: 43% purchased or started using
- X/Twitter: 43% purchased or started using
- Smartphone apps: 41% purchased or started using
- Social Media Influencers: 40% purchased or started using
- Lowest Conversion Rates:
- DSPs: 31% purchased or started using
- Phone calls from businesses: 30% purchased or started using
These percentages reflect only those paying attention on each channel and then actually converting to using or purchasing.
Key takeaway for podcasters: Demonstrate the value of podcast advertising to potential sponsors by highlighting conversion rates. Emphasize the effectiveness of podcast ads in driving desired actions, such as website visits, purchases, or app downloads.
Key takeaway for brands: Optimize your ad spend by focusing on platforms that effectively drive conversions. Consider a mix of high-attention and high-conversion platforms to reach and convert “podcast heavies.”
The Power of Host Endorsements:
Host endorsements can significantly impact ad attention and action. Our study shows that:
- 45% of “podcast heavies” often or always pay attention to FM/AM radio ads with host endorsements.
- 44% often or always pay attention to podcast ads with host endorsements.
Key takeaway for podcasters: Leverage host endorsements to increase the effectiveness of advertising on your podcast. Build strong relationships with sponsors and integrate their products or services authentically into your content.
Key takeaway for brands: Consider sponsoring podcasts with hosts who have strong influence and credibility with their audience. Host endorsements can increase ad recall, brand favorability, and purchase intent.
Awareness vs. Activation:
It’s worth noting that some channels excel at capturing attention, while others are more effective at driving conversions. For example, YouTube garners high ad attention (53%) but has a lower conversion rate (36%) compared to platforms like X/Twitter, which has lower attention (39%) but a higher conversion rate (43%). This suggests that YouTube might be better suited for building brand awareness and driving initial engagement, while X/Twitter is more effective at activating users further down the funnel.
Key takeaway for podcasters: Consider the specific goals of your advertising campaigns. If you aim to increase brand awareness, YouTube might be a strong choice. If you’re looking to drive immediate conversions, focus on platforms like X/Twitter or Amazon.
Key takeaway for brands: Develop a comprehensive advertising strategy that leverages different channels for different purposes. Utilize high-attention platforms like YouTube for brand building and high-conversion platforms like X/Twitter for driving direct response and sales.
Reaching “podcast heavies” requires a multi-platform advertising strategy that takes into account their diverse media consumption habits and their receptiveness to different ad formats and channels. By understanding the nuances of advertising attention and action, podcasters, and brands can optimize their campaigns to maximize impact and drive results.
Coming up in Part 3: We’ll explore how to activate “podcast heavies,” examining the tactics that effectively drive engagement and conversions, such as subscriptions, email sign-ups, and purchases.
NuVoodoo conducts research and marketing for podcasters, broadcasters, and consumer & b2b brands. You can see more study data at nuvoodoo.com/webinars or by getting in touch at tellmemore@nunoodoo.com. We’d love to help.
