IAB – Edison Research Podcast Advertising Study 2016

The Interactive Advertising Bureau (IAB) today released the “IAB-Edison Research Podcast Advertising Study,” a survey of nearly 1000 podcast listeners conducted in partnership with Edison Research, which finds that nearly two-thirds (65%) of fans are more willing to consider purchasing products and services they learn about during a podcast. Sixty percent also state that, given equal price and quality, they prefer to buy products from companies that advertise on their favorite podcasts.

The study shows that listeners prefer sponsorship messages and host mentions of products and services to pre-recorded advertisements during podcasts, emphasizing the advertising opportunity created by the personal relationship between podcast hosts and their audiences.

Podcast listeners often take action in direct response to hearing a sponsorship message or advertisement during a favorite podcast, including:

  • Visiting a sponsor’s web site (45%)
  • Considering a new product or service (42%)
  • Gathering more information about a product or company (37%)

The ability to listen to programs “whenever” they want was cited as a leading value proposition for podcast fans, with 76 percent saying that factor is of great importance. Other highly rated benefits were noted, such as:

  • The ability to listen to programs “wherever” they want (71% – very important)
  • The ability to listen on-demand (70% – very important)
  • The ability to listen to content that is unavailable on other platforms (58% – very important)

“Podcast audiences are devoted fans whose enthusiasm carries over to the companies that sponsor their favorite shows,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “That ‘halo-effect’ is impressive. It is no surprise that more and more brands are including podcast strategies as part of their marketing mix.”

“These results quantify for the medium what we’ve seen in much of our client work,” noted Tom Webster, Vice President of Strategy, Edison Research. “Podcast listeners not only don’t reject advertising in the medium, they are actually very receptive to the right message, delivered in the right environment.”

Methodology

The “IAB-Edison Research Podcast Advertising Study” is the result of an online survey of 953 Americans, ages 18+, who indicated that they “currently ever listen to podcasts.” The data were weighted and balanced to approximate the podcast audience using nationally representative figures from The Infinite Dial 2016 survey from Edison Research and Triton Digital.

About Edison Research

Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. There are licensed IABs in 43 nations around the world and one regional IAB in Europe. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.

Ethnic Composition of Podcast Listeners

The Increasing Ethnic Diversity Of Podcast Listeners

We have been tracking the demographics of the Podcast listener for over a decade now, and there have been significant changes over that time. In the early days of the medium, Podcasting was disproportionally a medium for white males, ages 25-44. Much of that “skew” was down to the available content options, but today, the content universe for Podcasts has exploded, and the diversity of programming available rivals any other form of audio.

As a result, the racial/ethnic diversity of the Podcast audience has increased, and today, the Podcast universe is every bit as diverse as America–and perhaps even more so, in some interesting ways.

Here is a comparison of the ethic composition of Podcast listeners from 2011 and 2016:

Ethnic Composition of Podcast Listeners

Two things stand out here. First of all, the Podcast audience is growing increasingly non-white, with white listeners shrinking from 68% in 2011 to 63% in 2016. Also, the percentage of African-American listeners has not only grown, but also over-indexes from the U.S. Population, which is currently around 12% African-American. Again, much of this is due to the increasing diversity of content available.

The early promise of Podcasting was the “democratization of broadcasting,” giving everyone who wanted to be heard, a voice. Clearly, that promise is coming true.

The Podcast Consumer 2016

This presentation of The Podcast Consumer 2016 contains all new data on podcast users in America, derived from the Infinite Dial 2016 study from Edison Research and Triton Digital. The PDF (below) charts the rise of podcasting over the past decade, and also includes information on the following:

  • Demographics
  • Podcast Consumption
  • Device Usage
  • Social Media Behaviors
  • Other Media Behaviors
  • The updated Share of Ear ® for podcasting

You can download The Podcast Consumer 2016 here. You can also view/download the report on Slideshare, below.

Watch the complete webinar replay below:

How the study was conducted:

A total of 2,001 persons were interviewed to explore Americans’ use of digital platforms and new media. From 1/5/16 to 2/10/16, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. Interviews were 52% landline phones and 48% mobile phones.

About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, ESPN, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, SiriusXM, Sonos, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

About Triton Digital:
Triton Digital’s® (http://tritondigital.com) technology has connected audio supply to advertising demand since 2006, providing the technical backbone for the digital audio marketplace. The company’s innovative technology enables both live and on-demand publishers to build audience and revenue globally. As a pioneer in the space, Triton Digital has made that audience available programmatically for the first time, maximizing audience buying efficiency for advertisers across the world.

The Infinite Dial 2016

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Half of Americans Listen to Online Radio Weekly; Podcast Consumption Surges

Powered in part by the ever-expanding proliferation of smartphones, digital audio behaviors such as listening to online radio and podcasts are achieving significant mass usage, according to the Infinite Dial 2016, the latest in a long-running series of studies on consumer adoption of digital media from Edison Research and Triton Digital.

The study, a nationally representative telephone survey performed to the highest research standards, finds that 50% of respondents age 12 and older listened to some sort of online radio in the last week, a rise from 44% last year. With 57% of Americans using online radio monthly, the conversion of monthly to weekly users is now 88%.

Infinite Dial 2016, released today, is the latest report in a series dating back to 1998 that uses the “gold standard” of survey research—a random probability telephone sample, comprising both cellphones and landlines, of all Americans ages 12 or older. The study has become the report card on digital audio and other digital media, and is widely used and quoted by broadcasters, Internet radio, ad agencies, and the financial community.

Among the many other highlights:

  • Podcast Listening showed sharp gains on both a monthly basis (17% to 21%) and weekly (10% to 13%). Those who consume podcasts on a weekly basis listened to an average of five podcasts per week.
  • In-home Ownership of Over-The-Air Radio receivers has dropped, with 79% of respondents saying they have a radio at home. That number was 96% in 2008. Among 18-34-year-olds, that number is down from 94% to 68% over the same time period.
  • Pandora remains the most-known online audio brand with 82% awareness, followed by the retooled Apple Music (67%), iHeart Radio (65%) and Spotify (52%). For listening in the past week, Pandora (32%) has a large advantage over Spotify (13%), but Spotify has narrowed that gap over 2015. Among 12-to-24s, 43% listened to Pandora last month and 30% listened to Spotify.
  • Spotify also posted a gain as “Audio Brand Used Most Often,” up 10% to 14%, while Pandora, however, leads strongly with 48%.
  • Broadcast Radio is tied for the lead among all sources used for keeping up-to-date with new music. “AM/FM Radio” is used for that purpose by 68% of respondents, the same number that rely on “friends and family.” You Tube is next with 66%. Among 12-to-24s, however, broadcast radio falls to third (58%), behind You Tube (86%) and friends/family (74%). Smartphone Ownership has increased from 71% to 76% of all respondents. Among 12-24-year-olds, smartphone ownership rose to 93%, while even respondents age 55 and older cracked the “more than half” barrier, up 45 to 51%
  • On demand video-subscriptions are at 51% of the population; 43% of all respondents subscribe to Netflix.
  • Facebook remains the most-used social media brand among all-ages with 64%. But among 12-24s, it has been overtaken by Snapchat (72% to 68%) with Instagram close behind (66%).

“Media consumption is showing signs of being dramatically changed by both technology and by new paradigms,” noted Tom Webster, Edison’s Vice President of Strategy. “Mobile’s increasing utility as ‘the first screen,’ as well as the rise of alternative content forms, such as podcasts and ‘bingeable’ content from on-demand video services is subverting the myth that our attention spans are shorter.“

“The Infinite Dial remains an important yardstick for media consumption and the 2016 edition does not disappoint”, said John Rosso, President of Market Development at Triton Digital. “As online radio joins smartphones and social media as truly mainstream, mass market activities, we are sure to see some interesting data emerge from this study.”

Watch the complete Infinite Dial 2016 presentation here:

The Infinite Dial 2016 from Tom Webster on Vimeo.

The complete Infinite Dial 2016 Study can be downloaded here:

The Infinite Dial 2016

 

How the study was conducted:

A total of 2,001 persons were interviewed to explore Americans’ use of digital platforms and new media. From 1/5/16 to 2/10/16, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. Interviews were 52% landline phones and 48% mobile phones.

 

About Edison Research:

Edison Research (http://www.edisonresearch.com) conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.

 

About Triton Digital:

Triton Digital® (http://tritondigital.com) has connected audio supply to advertising demand since 2006, providing the technical backbone for the digital audio marketplace. The company’s innovative technology enables both live and on-demand publishers to build audience and revenue globally. As a pioneer in the space, Triton Digital has made that audience available programmatically for the first time, maximizing audience buying efficiency for advertisers across the world.

Monthly Podcast Consumption Surges To More Than One In Five Americans

Infinite Dial 2016 Monthly Podcast Listening

We love reporting on Podcasting here at Edison, and this year we are able to announce that the medium is growing–and growing fast. The percentage of Americans 12+ who say they have listened to a podcast in the last month is now 21%, up from 17% last year. That increase is some of the largest growth for the medium that we have observed in more than a decade of our podcast research, and represents an estimated 57 million Americans.

These data are from our upcoming Infinite Dial 2016 study, brought to you in partnership with Triton Digital. It is based upon a representative sample of 2001 Americans 12+, conducted via mobile phone and landline, to the most meticulous standards in research. These data, like all Infinite Dial data, are projectable to the U.S. population.

For more on podcasting, online radio, social media and more, sign up for The Infinite Dial Webinar, Thursday, March 10th, at 2PM. Attendance is strictly limited to 1,000, and it will fill up–so sign up now, and get there early!

Register today for The Infinite Dial 2016.