Study shows great effectiveness of branded podcasts

The impact of branded podcasts is even greater when the user is busy with other tasks, which is the case for 94% of podcast listeners. This creates a completely new option for brands to reach their users. 

The study was conducted by neuroscientific market researchers from Neuro-Insight on four continents. The thought processes of podcast listeners were explored in order to demonstrate the benefits of this medium for brands. Brain activity during content consumption was measured in passive and active postures, allowing conclusions to be drawn about the persuasiveness and lasting impact of branded podcasts. Podcasts are being used by more and more people. Over 30 percent of American adults listen to podcasts at least once a month.

Branding stands out among content

One result of the study is that the brand stands out from the content within branded podcasts. This supports the effect of the advertising. Brands mentioned in the podcast achieved on average 16 percent more engagement and 12 percent more long-term memory retention than the surrounding content. This is a unique effect. Comparisons with radio show that brand mentions have an average effect of 5 percent less than content.

The intimate conversational atmosphere of podcasts obviously achieves a higher level of engagement for brand mentions. This also leads to an increase in other brand metrics, increasing awareness by 89 percent, brand consideration by 57 percent, brand preference by 57 percent and purchase intent by 14 percent.

Branded podcasts reach "advertising avoiders" in particular

The study participants consisted of people who avoid advertising. Nevertheless, their engagement, emotional intensity and retention exceeded the values of comparative TV studies by at least 22 percent. This proves that branded podcasts are an effective way to reach this hard-to-reach but commercially interesting group.

Podcast listeners are active

94 percent of respondents listen to podcasts while doing other tasks. Doing housework (61 percent) and driving (55 percent) were the most common activities. Sports, shopping and running errands were also popular activities.

Activity makes listeners more receptive

The impact of the brand is not diminished by activity - on the contrary. The active group achieved high results in all areas: engagement (+18%), emotional intensity (+40%) and long-term recall of the podcast (+22%).

The study shows that two processes are responsible for these results: Engaging the brain with an activity increases the chance that brand messages will penetrate. The activity ensures that the podcast content is absorbed in a "lower engagement" state - a much more "fuel-efficient" process that has a lower cognitive load. As a result, engagement with the content lasts much longer, which is beneficial for this long-form format.

Branded podcasts attract positive associations

Listeners develop subliminal associations with the brand depending on which words they hear in the podcast. In the study, the word "progressive" was mentioned twelve times in the podcast. As was later discovered, listeners were more inclined to call the sponsor "progressive". This means they instinctively associated the brand with the message. 

Podcasts mean more time for brand advertising 

When people listen to podcasts, they tend to do so during non-typical advertising times. Because of the way podcasts are used, during a multitasking phase, brands can now reach people at moments that were previously considered unreachable. This presents a commercial opportunity as it enriches the marketing mix.

The most important results at a glance

• Branding stands out from content. 
• 94 percent of listeners use podcasts while they are otherwise occupied. This type of listening increases engagement with the brand. 
• It is used in a way that expands the marketing mix. 
• Podcasts can be used to reach people who otherwise avoid advertising. 
• The language of the podcast creates subconscious associations with the brand.