A new report from Sounds Profitable has found that podcast advertising delivers the highest ad recall rate across all media platforms in the US.
It found that 86% of the most active listeners remember the ads they hear.
The Advertising Landscape: Trust and Attention study is the largest public research project of its kind in podcasting and surveyed more than 5,000 US adults.
It focused on ‘prime’ users, or those who engage daily with a media platform, and found that podcasting consistently outperformed TV, radio, and social media in ad recall and trust.
Among these daily users, podcasting showed virtually no gender gap in ad recall: 86% of male listeners and 85% of female listeners remembered ads. In contrast, AM/FM radio showed an 11-point gap, and Reddit a striking 24-point difference.
Tom Webster, Partner at Sounds Profitable, said: “Podcasting undoubtedly leads the US media landscape in effective reach for media buyers. Not only does it lead in recall, it also breaks down gender barriers in a way most other media do not.”
The study also highlights podcasting as the most trusted media platform among adults aged 35 to 54, and among those over 55. Across race and ethnicity, podcast ads were trusted by 51% of Black listeners, 49% of Hispanic/Latino listeners, and 46% of Asian listeners.
Although this research was conducted in the US, when it comes to the UK, Tom Webster told PodcastingToday: “The biggest difference between the UK and the US with these data are the numbers around commercial AM/FM radio, which is in a better position in the UK in terms of ad load and quality.
“The actual percentage might change around the social media data, but I suspect the overall story would not – podcast advertising is inherently more authentic and trustworthy.”
You can download the full report here – name, company and email address are required.
