The Edison/ADM Consumer Attitudes To Podcast Advertising Study

In January, 2010, Edison Research and the Association for Downloadable Media collaborated on a significant survey of consumer attitudes about podcast advertising and sponsorships. Findings of the survey included the following:

Other findings of this study included the following:

*Nearly 80% of these podcast consumers agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.

*37% of these respondents expressed some positive sentiment about advertising in the podcasts they regularly listen to or watch, compared to only 6% positive sentiment expressed for the advertising approaches of television or commercial radio.

*In fact, 78% of these respondents agreed (and 21% agreed strongly) that their opinion of a company is more positive when they hear it mentioned in one of the podcasts they regularly enjoy.

*In addition, 72% of these respondents were at least somewhat receptive to sponsorship messages in the podcasts they regularly enjoy, with 5% indicating that they are generally “interested in them and/or often find them useful.” When sponsorship or advertising messages are read by the host(s) of the podcasts themselves, again 72% are receptive, but 20% indicate that those messages are generally interesting and useful.

Watch the complete slideshow below.

The Edison/ADM Consumer Attitudes To Podcast Advertising Study from Tom Webster on Vimeo.

Survey Methodology

Respondents in this online survey were recruited using audio/video messages embedded in podcasts from some of the leading aggregators of downloadable media, including NPR, Wizzard, RawVoice and Revison3, during the 4th quarter of 2009. Interviews were conducted from 10/20 to 11/16, with a final tally of 4,787 completed surveys. Raw results from the survey were weighted to reflect the demographic composition of the U.S. audience for audio and video podcasts, as reported from nationally representative data sourced from the 17th Edison Research/Arbitron Internet and Multimedia Study (2009) and The Podcast Consumer Revealed (2009).

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