New research from Coleman Insights reveals that TED Talks Daily has the highest Aided Awareness of the 20 most-listened-to podcasts as ranked by Podtrac in March 2019. And yet only 43% of monthly podcast listeners are familiar with the TED Talks Daily podcast.
The study of 1,000 18- to 64-year-old monthly podcast listeners conducted in May 2019 asked respondents to review a list of the March ranking of the Podtrac Top 20 Podcasts and indicate their familiarity with each. The TED brand occupied two of the top three spots, with The Daily coming in second at 35% and the TED Radio Hour at 32%.
According to Coleman Insights President Warren Kurtzman, “Our findings reaffirm the idea that despite podcasting’s growth, the medium still has a long way to go with brand development. Even with the most-listened-to shows, most active podcast users aren’t familiar with them. The ones they are familiar with are big, cross-platform brands with strong marketing behind them.”
Listeners between the ages and 25 and 44 are more likely to be familiar with the Top 20 shows than are 18- to 24-year-olds or 45- to 64-year-olds. Furthermore, Coleman Insights finds that male podcast listeners are more likely than females to be familiar with the Top 20 Podtrac shows.
Coleman Insights will discuss the implications of its podcast research findings in a presentation at Podcast Movement, to be held at the Rosen Shingle Creek in Orlando. The session, “Outside Thinking for Podcasts,” is set for Wednesday, August 14, at 9:00 a.m. as part of the conference’s Industry Track.