Nielsen: Podcast Ads Do The Job For Brands


Midroll commissioned an ad-effectiveness study with Nielsen that shows podcast advertising generates “far better brand recall” than other forms of digital advertising. The data also showed that 61 percent of consumers exposed to podcast ads for well-known national brands become more likely to purchase the advertised product.

The Nielsen ad effectiveness studies tracked eight national brands advertising 11 products that spanned all major consumer categories, including soft drinks, consumer packaged goods, retail, and more. The studies measured how likely listeners were to recall, purchase, and recommend a brand after hearing a podcast ad for that brand or product.

Here’s more detail from 11 studies that were done by Nielsen in 2018…
– Podcasts generate up to 4.4x better brand recall than display ads (scroll ads, static ads, and pop-up ads) on other digital media platforms. (The comparative data for digital display ads is sourced from the Associated Press — NORC Center for Public Affairs Research in 2017.)
– There was an average 10 percent lift in purchase intent among listeners exposed to a podcast ad. Sixty-one percent said they were likely to buy, compared to 56 percent of listeners who did not hear an ad.

Across specific product categories:
– A national consumer packaged goods brand had a 9 percent increase in purchase intent after working with Midroll to develop and place their ads. The same national consumer product realized 43 percent greater recall with a longer, customized version of the ad, compared to the conventional, shorter ad for the same product.
– 118 percent more people who heard a host-read ad for a national soft drink brand campaign said they were more likely to buy the highlighted flavor, compared to those who had not heard the ad.

How the data was collected according to Midroll:
The studies, commissioned by Midroll, were conducted by Nielsen using an industry-accepted method for measuring the effectiveness of branded media. Each of the 11 studies consisted of various numbers of respondents with 7,100 total respondents ages 18-64 in the aggregate, who participated in online panel surveys in which they listened to a clip of a podcast episode. Half of the respondents were exposed to an advertisement in the mid-roll position of the clip, while the control group heard a clip without an ad. A post survey was then used to measure lift across key measures. The exposed and control cells for each were balanced on age and gender.



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