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Consumer Attitudes on Podcast Advertising: a free PDF from Edison Research (January 2010)
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Consumer Attitudes on Podcast AdvertisingJanuary 2010
Tom Webster - Vice President, Strategy and MarketingEdison Research
How The Survey Was Conducted:
4787 total interviews nationwideParticipants were recruited from on-air promotions in podcasts by leading podcast aggregators including: NPR, RawVoice, Revision3 and WizzardInterviews conducted 10/20 - 11/16, 2009Data is weighted by age and sex according to national data from the 2009 Edison/Arbitron Internet & Multimedia Survey
Who Was Interviewed: (Age)
Men59%
Women41%
Under 1813%
18-2422%
25-3419%
35-4419%
45-5415%
55 or older12%
Who Was Interviewed: (Education)
Graduate Degree20%
Some Graduate Credits9%
College Graduate24%
Some College27%
High School Graduate16%
Refused4%
Who Was Interviewed: (2009 HH Income)
Under $25,00013%
$25,000-$39,99911%
$40,000-$59,99912%
$60,000-$74,9999%
$75,000-$99,99912%
$100,000-$199,99915%
$200,000 or above4%Refused
24%
Media Consumption &Device Ownership
Section One:
Nearly four-in-five regularly listen to audio podcasts each week
% saying "Yes"
"Do you regularly watch or listen to (medium) each week?"
79
62
56
55
52
46
43
30
Audio Podcasts
Cable Television
Network Television
Video Podcasts
Public Radio
Internet/Online Radio
Magazines
Commercial Radio
0 20 40 60 80 100
Portable Device Ownership
% owning device
86
68
Portable Audio Device
Portable Video Device
0 20 40 60 80 100
MP3-Capable Mobile Phone Ownership"Do you own a mobile phone that is capable of playing digital audio or MP3 files?"
69
75
61
65
74
80
70
67
50
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
% saying "Yes"
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?"
47
49
42
39
44
49
52
49
47
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
Base: Own an MP3-capable mobile phone
% saying "Yes"
Video-Capable Mobile Phone Ownership"Do you own a mobile phone that is capable of playing digital video files?"
52
60
40
46
54
62
54
51
37
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
% saying "Yes"
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?"
38
39
36
30
36
38
44
43
33
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
Base: Own a video-capable mobile phone
% saying "Yes"
Mobile Phone Ownership
% owning device
30
11
Apple iPhone
Blackberry
0 10 20 30 40 50
Podcast Consumption
Section Two:
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?"
2
4
3
4
11
19
20
23
88
77
76
73
0 20 40 60 80 100
The ability to watch/listen to programs whenever you want
The ability to watch/listen to programs wherever you want
The ability to watch/listen to programs on demand, the
instant you click them
The ability to watch/listen to unique content that you
cannot get elsewhere
Not Important(1- 3)
Important(8-10)
Neutral(4-7)
Mean
8.3
8.4
8.6
9.1
Podcast Subscriptions"Approximately how many different podcasts/downloadable media shows do you subscribe to?"
4
3
7
7
3
3
3
2
10
23
20
28
32
26
22
19
19
25
27
28
25
28
32
27
23
28
20
19
20
18
16
17
19
20
22
20
8
10
5
5
9
9
9
6
6
6
8
4
5
5
7
8
6
8
13
13
14
9
9
14
18
18
10
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
25+ 20-24 15-19 10-14 5-9 1-4 None
Usage of iTunes for Podcasts"Do you ever use Apple iTunes to find and subscribe to audio or video podcasts?"
% saying "Yes"
76
72
82
80
70
79
80
80
70
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
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?"
3
1
5
2
1
3
1
2
8
27
20
38
40
31
24
23
22
27
27
28
25
27
30
28
25
27
23
12
14
9
9
13
12
13
14
12
31
37
23
23
26
34
38
35
31
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
10+ 7-9 4-6 1-3 None
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?"
6
3
9
9
6
4
3
6
7
8
7
10
17
7
5
6
6
10
21
19
24
35
22
19
19
23
14
44
45
42
31
46
49
43
44
44
22
27
15
8
18
24
29
21
25
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
4+ years
2 years to < 4 years
1 year to < 2 years
Less than6 months
6 months to < 1 year
Majority prefer advertisements over subscription fee
90%
10%
"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
Prefer to pay a small subscription fee for
advertising-free versions
of the podcasts
How much per month would you be willing to pay for a program that you regularly enjoy?
13
14
10
26
14
7
10
6
25
17
16
19
19
9
7
16
32
17
7
8
5
7
10
15
6
5
2
45
48
40
18
41
59
54
47
25
18
13
25
31
27
13
13
11
32
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
Base: Would prefer to pay a small subscription fee
Onedollar
Twodollars
Threedollars
Four to Ninedollars
Ten or moredollars Mean
$5.76
$5.37
$6.26
$5.39
$5.70
$5.34
$5.97
$5.81
$5.84
Advertising/SponsorshipAttitudes & Behaviors
Section Three:
Advertising/SponsorshipAttitudes 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)."
14
13
12
16
16
40
41
48
49
57
66
60
62
54
53
47
37
31
23
24
22
6
6
6
Video Podcasts
Audio Podcasts
Magazines
Public Radio
Internet/Online Radio
Network Television
Cable Television
Commercial Radio
0 20 40 60 80 100
Mean
6.4
6.2
5.9
5.8
5.7
4.2
4.1
3.9
Dislike
(1- 3)
Like
(8-10)
Neutral
(4-7)
Base: Regularly consume medium
Agree/Disagree Summary:The products and services you hear advertisements or
sponsorships for on (medium)are ones you personally use or purchase
5
5
6
8
7
14
14
20
28
35
31
42
43
51
54
56
48
47
56
43
42
33
30
22
20
14
7
6
7
2
2
2
Video Podcasts
Audio Podcasts
Magazines
Public Radio
Internet/Online Radio
Network Television
Cable Television
Commercial Radio
0 20 40 60 80 100
DisagreeAgreeAgree
StronglyDisagreeStrongly
Base: Regularly consume medium
Agree/Disagree Summary:The products and services you learn about
on (medium) are generallyrelevant to your interests
3
3
5
6
6
17
15
17
22
22
25
29
30
52
52
55
49
53
60
52
51
29
30
26
26
22
10
14
13
2
3
2
Video Podcasts
Audio Podcasts
Magazines
Public Radio
Internet/Online Radio
Network Television
Cable Television
Commercial Radio
0 20 40 60 80 100
DisagreeAgreeAgree
StronglyDisagreeStrongly
Base: Regularly consume medium
Agree/Disagree Summary:You are more willing to consider products
and services after you learn about themon (medium)
3
4
6
5
5
15
15
16
21
22
31
25
33
49
51
48
51
54
54
51
50
33
32
32
25
20
8
18
12
3
2
4
Video Podcasts
Audio Podcasts
Magazines
Public Radio
Internet/Online Radio
Network Television
Cable Television
Commercial Radio
0 20 40 60 80 100
DisagreeAgreeAgree
StronglyDisagreeStrongly
Base: Regularly consume medium
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
2
3
2
3
2
2
3
1
3
18
14
25
24
15
14
17
23
22
54
54
54
45
54
54
56
54
60
25
30
19
27
28
30
24
22
16
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
DisagreeAgreeAgree
StronglyDisagreeStrongly
Agree/Disagree:Your opinion of a company is more positive
when you hear it mentioned on one of the podcastsyou regularly listen to or watch
2
2
2
2
2
2
2
1
3
20
15
27
22
16
13
21
24
25
57
59
55
51
58
60
57
56
60
21
24
16
24
24
24
20
19
13
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
DisagreeAgreeAgree
StronglyDisagreeStrongly
Agree/Disagree:You believe that the hosts of the podcasts you regularly
consume are actual users of the products/services mentioned on their programs
3
3
5
5
3
4
2
2
5
22
18
31
20
22
20
27
23
25
50
53
43
42
48
51
54
55
52
24
26
22
33
27
25
17
21
18
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
DisagreeAgreeAgree
StronglyDisagreeStrongly
Agree/Disagree:When you hear the hosts of podcasts talkabout products and services, you assume
they have been paid to discuss them
8
8
7
13
9
8
4
8
4
37
38
34
37
38
36
38
39
30
40
39
43
31
38
39
45
43
54
15
14
16
19
15
17
13
11
12
Total
Men
Women
Under age 18
Age 18-24
Age 25-34
Age 35-44
Age 45-54
Age 55+
0 20 40 60 80 100
DisagreeAgreeAgree
StronglyDisagreeStrongly
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?
21%
41%
35%
2%
Generally dislike them; occasionally find them
useful
Don't mind them and occasionally find them useful
Interested in them and/or often find them useful
Dislike them completely and/or never find them
useful
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?
9%
19%
67%
5%
Generally dislike them; occasionally find them
useful
Don't mind them and occasionally find them useful
Interested in them and/or often find them useful
Dislike them completely and/or never find them
useful
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?
8%
20%
52%
20%
Generally dislike them; occasionally find them
useful
Don't mind them and occasionally find them useful
Interested in them and/or often find them useful
Dislike them completely and/or never find them
useful
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?
% saying "Yes"
71
62
60
41
40
39
38
38
0 20 40 60 80 100
Page 1 of 2
Visited a sponsor's Web site
Considered a new
product or service
Gathered more information
about a company or product
Read a book
Purchased a product or service
Purchased or downloaded music
Saw a movie
Watched a TV program
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?
% saying "Yes"
37
37
23
18
17
9
10
0 20 40 60 80 100
Page 2 of 2
Used a promotional or discount code mentioned in the podcast
Recommended a product or service to others
Visited a store or location
Attended a performance, cultural event or exhibit
Switched to a different brand of product or service you already use
Purchased a product or service
for your business
None of these
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 planActive Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact
The Big Picture:
A Podcast media buy is not a redundant buy - it is part of a differential cross media planActive Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that factActive podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcasts
The Big Picture:
A Podcast media buy is not a redundant buy - it is part of a differential cross media planActive Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that factActive podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcastsThere is a "halo" effect ascribed to brands, products and services that sponsor podcasts
The Big Picture:
A Podcast media buy is not a redundant buy - it is part of a differential cross media planActive Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that factActive podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcastsThere is a "halo" effect ascribed to brands, products and services that sponsor podcastsHost-read sponsorships are remarkably effective with these active consumers, and should be priced accordingly
