Podcast advertising: contemporary and positive
Podcasts have now become an integral part of mainstream audio, according to a new study by RMS: 33 percent of Germans listen to podcasts regularly, and 23 percent do so daily.
Podcasts are an integral part of media consumption in Germany. According to the latest RMS podcast study, 33% of Germans regularly listen to podcasts, 23% even listen to them daily or several times a day. This intensive listening experience also makes the medium a platform for brand messages.
There is also a positive trend for advertising: 46% of listeners consider audio advertising in the podcast environment to be contemporary. 40% are aware of podcast advertising and rate it positively - especially if it is relevant in terms of content. 75% of daily listeners accept advertising in return for free use, while half find relevant advertising interesting.
In particular, the formats are used for entertainment, personal development, information and relaxation - with usage increasing over the course of the day.
