Consumer Attitudes on Podcast Advertising
January 2010

Tom Webster - Vice President, Strategy and Marketing
Edison Resear...
How The Survey Was Conducted:
4787 total interviews nationwide
Participants were recruited from on-air promotions in podca...
Who Was Interviewed: (Age)


        Men
        59%                  18-24           25-34
                              ...
Who Was Interviewed: (Education)

        Some Graduate Credits
                   9%
                                   C...
Who Was Interviewed: (2009 HH Income)

            $40,000-$59,999    $60,000-$74,999
                   12%              ...
Section One:



Media Consumption &
 Device Ownership
Nearly four-in-five regularly listen to audio
                       podcasts each week
                  "Do you regularl...
Portable Device Ownership


Portable Audio Device                                         86




Portable Video Device    ...
MP3-Capable Mobile Phone Ownership
  "Do you own a mobile phone that is capable of playing digital audio or MP3 files?"


...
Nearly half of those who own an
MP3-capable mobile phone regularly listen
            to digital audio on the phone
      ...
Video-Capable Mobile Phone Ownership
      "Do you own a mobile phone that is capable of playing digital video files?"


 ...
Nearly two-in-five of those who own a
    video-capable mobile phone regularly
           watch video files on the phone
 ...
Mobile Phone Ownership


Apple iPhone                           30




  Blackberry            11



               0   10...
Section Two:




Podcast Consumption
Time-shifted watching/listening is the
                       most important podcast feature
        "Think specifically a...
Podcast Subscriptions
"Approximately how many different podcasts/downloadable media shows do you subscribe to?"

         ...
Usage of iTunes for Podcasts
  "Do you ever use Apple iTunes to find and subscribe to audio or video podcasts?"


       T...
More than one-third listen to ten or more
            different podcast shows per week
"Approximately how many different p...
More than six-in-ten have been consuming
                    podcasts for two years or more
"Approximately how long have y...
Majority prefer advertisements over subscription fee
 "Think about the podcasts you watch or listen to regularly. What wou...
How much per month would you be willing to pay
        for a program that you regularly enjoy?
                Ten or more...
Section Three:



Advertising/Sponsorship
 Attitudes & Behaviors
Advertising/Sponsorship
                                               Attitudes Summary
"On a scale of 1-to-10, please in...
Agree/Disagree Summary:
The products and services you hear advertisements or
                       sponsorships for on (m...
Agree/Disagree Summary:
                    The products and services you learn about
                                   o...
Agree/Disagree Summary:
                        You are more willing to consider products
                          and se...
Agree/Disagree:
      When price and quality are equal, you prefer to buy
products from companies that advertise on or spo...
Agree/Disagree:
        Your opinion of a company is more positive
  when you hear it mentioned on one of the podcasts
   ...
Agree/Disagree:
You believe that the hosts of the podcasts you regularly
    consume are actual users of the products/serv...
Agree/Disagree:
                    When you hear the hosts of podcasts talk
                    about products and servic...
How do you feel about pre-recorded advertisements
 from a brand, company or sponsor, when you hear or
see them on podcasts...
How do you feel about sponsorship messages (e.g., 'This
  program is brought to you by...') when you hear or see
     them...
How do you feel about mentions of products and
           services that are discussed by the host(s) of the
              ...
Which if any of the following actions have you taken as a
   result of sponsorship or advertising you have heard or
      ...
Which if any of the following actions have you taken as a
   result of sponsorship or advertising you have heard or
      ...
The Big Picture:
A Podcast media buy is not a redundant buy - it is part of a
differential cross media plan
The Big Picture:
A Podcast media buy is not a redundant buy - it is part of a
differential cross media plan
Active Podcast...
The Big Picture:
A Podcast media buy is not a redundant buy - it is part of a
differential cross media plan
Active Podcast...
The Big Picture:
A Podcast media buy is not a redundant buy - it is part of a
differential cross media plan
Active Podcast...
The Big Picture:
A Podcast media buy is not a redundant buy - it is part of a
differential cross media plan
Active Podcast...
Thank You.
twebster@edisonresearch.com
      TWITTER: WEBBY2001
Consumer Attitudes on Podcast Advertising
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Consumer Attitudes on Podcast Advertising

  1. 1. Consumer Attitudes on Podcast Advertising January 2010 Tom Webster - Vice President, Strategy and Marketing Edison Research
  2. 2. How The Survey Was Conducted: 4787 total interviews nationwide Participants were recruited from on-air promotions in podcasts by leading podcast aggregators including: NPR, RawVoice, Revision3 and Wizzard Interviews conducted 10/20 - 11/16, 2009 Data is weighted by age and sex according to national data from the 2009 Edison/Arbitron Internet & Multimedia Survey
  3. 3. Who Was Interviewed: (Age) Men 59% 18-24 25-34 22% 19% Under 18 13% 35-44 19% 55 or older 12% 45-54 Women 41% 15%
  4. 4. Who Was Interviewed: (Education) Some Graduate Credits 9% College Graduate Graduate Degree 24% 20% Refused 4% High School Graduate Some College 16% 27%
  5. 5. Who Was Interviewed: (2009 HH Income) $40,000-$59,999 $60,000-$74,999 12% 9% $25,000-$39,999 $75,000-$99,999 11% 12% Under $25,000 $100,000-$199,999 13% 15% $200,000 or above Refused 4% 24%
  6. 6. Section One: Media Consumption & Device Ownership
  7. 7. Nearly four-in-five regularly listen to audio podcasts each week "Do you regularly watch or listen to (medium) each week?" Audio Podcasts 79 Cable Television 62 Network Television 56 Video Podcasts 55 Public Radio 52 Internet/Online Radio 46 Magazines 43 Commercial Radio 30 0 20 40 60 80 100 % saying "Yes"
  8. 8. Portable Device Ownership Portable Audio Device 86 Portable Video Device 68 0 20 40 60 80 100 % owning device
  9. 9. MP3-Capable Mobile Phone Ownership "Do you own a mobile phone that is capable of playing digital audio or MP3 files?" Total 69 Men 75 Women 61 Under age 18 65 Age 18-24 74 Age 25-34 80 Age 35-44 70 Age 45-54 67 Age 55+ 50 0 20 40 60 80 100 % saying "Yes"
  10. 10. Nearly half of those who own an MP3-capable mobile phone regularly listen to digital audio on the phone "Do you regularly listen to digital audio or MP3 files on your mobile phone?" Total 47 Men 49 Women 42 Under age 18 39 Age 18-24 44 Age 25-34 49 Age 35-44 52 Age 45-54 49 Age 55+ 47 0 20 40 60 80 100 % saying "Yes" Base: Own an MP3-capable mobile phone
  11. 11. Video-Capable Mobile Phone Ownership "Do you own a mobile phone that is capable of playing digital video files?" Total 52 Men 60 Women 40 Under age 18 46 Age 18-24 54 Age 25-34 62 Age 35-44 54 Age 45-54 51 Age 55+ 37 0 20 40 60 80 100 % saying "Yes"
  12. 12. Nearly two-in-five of those who own a video-capable mobile phone regularly watch video files on the phone "Do you regularly watch digital video files on your mobile phone?" Total 38 Men 39 Women 36 Under age 18 30 Age 18-24 36 Age 25-34 38 Age 35-44 44 Age 45-54 43 Age 55+ 33 0 20 40 60 80 100 % saying "Yes" Base: Own a video-capable mobile phone
  13. 13. Mobile Phone Ownership Apple iPhone 30 Blackberry 11 0 10 20 30 40 50 % owning device
  14. 14. Section Two: Podcast Consumption
  15. 15. Time-shifted watching/listening is the most important podcast feature "Think specifically about the audio and/or video podcasts you regularly enjoy. How important is each of the following to you?" Important Neutral Not Important (8-10) (4-7) (1- 3) Mean The ability to watch/listen to programs whenever you want 88 112 9.1 The ability to watch/listen to programs wherever you want 77 19 4 8.6 The ability to watch/listen to unique content that you 76 20 3 8.4 cannot get elsewhere The ability to watch/listen to programs on demand, the 73 23 4 8.3 instant you click them 0 20 40 60 80 100
  16. 16. Podcast Subscriptions "Approximately how many different podcasts/downloadable media shows do you subscribe to?" 25+ 20-24 15-19 10-14 5-9 1-4 None Total 13 6 8 19 27 23 4 Men 13 8 10 20 28 20 3 Women 14 4 5 18 25 28 7 Under age 18 9 5 5 16 28 32 7 Age 18-24 9 5 9 17 32 26 3 Age 25-34 14 7 9 19 27 22 3 Age 35-44 18 8 9 20 23 19 3 Age 45-54 18 6 6 22 28 19 2 Age 55+ 10 8 6 20 20 25 10 0 20 40 60 80 100
  17. 17. Usage of iTunes for Podcasts "Do you ever use Apple iTunes to find and subscribe to audio or video podcasts?" Total 76 Men 72 Women 82 Under age 18 80 Age 18-24 70 Age 25-34 79 Age 35-44 80 Age 45-54 80 Age 55+ 70 0 20 40 60 80 100 % saying "Yes"
  18. 18. More than one-third listen to ten or more different podcast shows per week "Approximately how many different podcast shows -- as opposed to episodes of the same show -- do you regularly watch or listen to each week?" 10+ 7-9 4-6 1-3 None Total 31 12 27 27 3 Men 37 14 28 201 Women 23 9 25 38 5 Under age 18 23 9 27 402 Age 18-24 26 13 30 311 Age 25-34 34 12 28 24 3 Age 35-44 38 13 25 231 Age 45-54 35 14 27 222 Age 55+ 31 12 23 27 8 0 20 40 60 80 100
  19. 19. More than six-in-ten have been consuming podcasts for two years or more "Approximately how long have you been listening to or watching audio or video podcasts?" 4+ 2 years to 1 year to 6 months to Less than years < 4 years < 2 years < 1 year 6 months Total 22 44 21 8 6 Men 27 45 19 73 Women 15 42 24 10 9 Under age 18 8 31 35 17 9 Age 18-24 18 46 22 7 6 Age 25-34 24 49 19 5 4 Age 35-44 29 43 19 63 Age 45-54 21 44 23 6 6 Age 55+ 25 44 14 10 7 0 20 40 60 80 100
  20. 20. Majority prefer advertisements over subscription fee "Think about the podcasts you watch or listen to regularly. What would be your preferred means to compensate those involved?" Prefer to listen to or watch advertisements within the audio or video podcasts 90% Prefer to pay a small subscription fee for advertising-free versions of the podcasts 10%
  21. 21. How much per month would you be willing to pay for a program that you regularly enjoy? Ten or more Four to Nine Three Two One dollars dollars dollars dollars dollar Mean Total 18 45 7 17 13 $5.76 Men 13 48 8 16 14 $5.37 Women 25 40 5 19 10 $6.26 Under age 18 31 18 7 19 26 $5.39 Age 18-24 27 41 10 9 14 $5.70 Age 25-34 13 59 15 7 7 $5.34 Age 35-44 13 54 6 16 10 $5.97 Age 45-54 11 47 5 32 6 $5.81 Age 55+ 32 252 17 25 $5.84 0 20 40 60 80 100 Base: Would prefer to pay a small subscription fee
  22. 22. Section Three: Advertising/Sponsorship Attitudes & Behaviors
  23. 23. Advertising/Sponsorship Attitudes Summary "On a scale of 1-to-10, please indicate how much you like or dislike the advertising or sponsorship approaches you typically notice on (medium)." Like Neutral Dislike (8-10) (4-7) (1- 3) Mean Video Podcasts 37 49 14 6.4 Audio Podcasts 31 57 13 6.2 Magazines 23 66 12 5.9 Public Radio 24 60 16 5.8 Internet/Online Radio 22 62 16 5.7 Network Television 6 54 40 4.2 Cable Television 6 53 41 4.1 Commercial Radio 6 47 48 3.9 0 20 40 60 80 100 Base: Regularly consume medium
  24. 24. Agree/Disagree Summary: The products and services you hear advertisements or sponsorships for on (medium) are ones you personally use or purchase Agree Disagree Strongly Agree Disagree Strongly Video Podcasts 20 48 28 5 Audio Podcasts 14 47 35 5 Magazines 7 56 31 6 Public Radio 6 43 42 8 Internet/Online Radio 7 42 43 7 Network Television 2 33 51 14 Cable Television 2 30 54 14 Commercial Radio 2 22 56 20 0 20 40 60 80 100 Base: Regularly consume medium
  25. 25. Agree/Disagree Summary: The products and services you learn about on (medium) are generally relevant to your interests Agree Disagree Strongly Agree Disagree Strongly Video Podcasts 26 49 22 3 Audio Podcasts 22 53 22 3 Magazines 10 60 25 5 Public Radio 14 52 29 6 Internet/Online Radio 13 51 30 6 Network Television 2 29 52 17 Cable Television 3 30 52 15 Commercial Radio 2 26 55 17 0 20 40 60 80 100 Base: Regularly consume medium
  26. 26. Agree/Disagree Summary: You are more willing to consider products and services after you learn about them on (medium) Agree Disagree Strongly Agree Disagree Strongly Video Podcasts 25 51 21 3 Audio Podcasts 20 54 22 4 Magazines 8 54 31 6 Public Radio 18 51 25 5 Internet/Online Radio 12 50 33 5 Network Television 3 33 49 15 Cable Television 2 32 51 15 Commercial Radio 4 32 48 16 0 20 40 60 80 100 Base: Regularly consume medium
  27. 27. Agree/Disagree: When price and quality are equal, you prefer to buy products from companies that advertise on or sponsor the podcasts you regularly listen to or watch Agree Disagree Strongly Agree Disagree Strongly Total 25 54 18 2 Men 30 54 14 3 Women 19 54 252 Under age 18 27 45 24 3 Age 18-24 28 54 15 2 Age 25-34 30 54 14 2 Age 35-44 24 56 17 3 Age 45-54 22 54 231 Age 55+ 16 60 22 3 0 20 40 60 80 100
  28. 28. Agree/Disagree: Your opinion of a company is more positive when you hear it mentioned on one of the podcasts you regularly listen to or watch Agree Disagree Strongly Agree Disagree Strongly Total 21 57 20 2 Men 24 59 152 Women 16 55 27 2 Under age 18 24 51 22 2 Age 18-24 24 58 16 2 Age 25-34 24 60 13 2 Age 35-44 20 57 212 Age 45-54 19 56 241 Age 55+ 13 60 25 3 0 20 40 60 80 100
  29. 29. Agree/Disagree: You believe that the hosts of the podcasts you regularly consume are actual users of the products/services mentioned on their programs Agree Disagree Strongly Agree Disagree Strongly Total 24 50 22 3 Men 26 53 18 3 Women 22 43 31 5 Under age 18 33 42 20 5 Age 18-24 27 48 22 3 Age 25-34 25 51 20 4 Age 35-44 17 54 272 Age 45-54 21 55 232 Age 55+ 18 52 25 5 0 20 40 60 80 100
  30. 30. Agree/Disagree: When you hear the hosts of podcasts talk about products and services, you assume they have been paid to discuss them Agree Disagree Strongly Agree Disagree Strongly Total 15 40 37 8 Men 14 39 38 8 Women 16 43 34 7 Under age 18 19 31 37 13 Age 18-24 15 38 38 9 Age 25-34 17 39 36 8 Age 35-44 13 45 38 4 Age 45-54 11 43 39 8 Age 55+ 12 54 30 4 0 20 40 60 80 100
  31. 31. How do you feel about pre-recorded advertisements from a brand, company or sponsor, when you hear or see them on podcasts you regularly listen to or watch? Generally dislike them; occasionally find them useful 41% Don't mind them and occasionally find them useful 35% Dislike them completely and/or never find them useful 21% 2% Interested in them and/or often find them useful
  32. 32. How do you feel about sponsorship messages (e.g., 'This program is brought to you by...') when you hear or see them on podcasts you regularly listen to or watch? Don't mind them and occasionally find them useful 67% Generally dislike them; occasionally find them useful 19% 9% 5% Dislike them completely Interested in them and/or and/or never find them often find them useful useful
  33. 33. How do you feel about mentions of products and services that are discussed by the host(s) of the podcasts you regularly listen to or watch? Don't mind them and occasionally find them useful 52% Generally dislike them; occasionally find them useful 20% Dislike them completely and/or never find them useful 8% 20% Interested in them and/or often find them useful
  34. 34. Which if any of the following actions have you taken as a result of sponsorship or advertising you have heard or seen in the podcasts you enjoy? Page 1 of 2 Visited a sponsor's Web site 71 Considered a new product or service 62 Gathered more information about a company or product 60 Read a book 41 Purchased a product or service 40 Purchased or downloaded music 39 Saw a movie 38 Watched a TV program 38 0 20 40 60 80 100 % saying "Yes"
  35. 35. Which if any of the following actions have you taken as a result of sponsorship or advertising you have heard or seen in the podcasts you enjoy? Page 2 of 2 Used a promotional or discount code mentioned in the podcast 37 Recommended a product or 37 service to others Visited a store or location 23 Attended a performance, 18 cultural event or exhibit Switched to a different brand of 17 product or service you already use Purchased a product or service 9 for your business None of these 10 0 20 40 60 80 100 % saying "Yes"
  36. 36. The Big Picture: A Podcast media buy is not a redundant buy - it is part of a differential cross media plan
  37. 37. The Big Picture: A Podcast media buy is not a redundant buy - it is part of a differential cross media plan Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact
  38. 38. The Big Picture: A Podcast media buy is not a redundant buy - it is part of a differential cross media plan Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact Active podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcasts
  39. 39. The Big Picture: A Podcast media buy is not a redundant buy - it is part of a differential cross media plan Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact Active podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcasts There is a "halo" effect ascribed to brands, products and services that sponsor podcasts
  40. 40. The Big Picture: A Podcast media buy is not a redundant buy - it is part of a differential cross media plan Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact Active podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcasts There is a "halo" effect ascribed to brands, products and services that sponsor podcasts Host-read sponsorships are remarkably effective with these active consumers, and should be priced accordingly
  41. 41. Thank You. twebster@edisonresearch.com TWITTER: WEBBY2001

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