podcast

Podcast Brand Lift Studies

To gauge the efficacy of podcast advertising, Edison adopts three different strategies, depending on the most applicable circumstances. We have extensive experience with all three and all of our work is custom—a true partnership between Edison, the advertiser, and (where relevant) the agency. We work with all stakeholders to craft a questionnaire to achieve the brand’s measurement goals and align our work with existing brand measures.

Edison employs the following methodologies, depending on the size of the campaign and audience to be reached. All three methodologies carry roughly the same costs–we select the best tool for the job based on methodology.

 

  1. Traditional Pre/Post Campaign Research

For this style of research, which works best with existing, well-performing shows and networks, we will run audio solicitations to take a survey in the podcast(s) selected for the campaign. Ideally these are host-read, and do NOT mention the brand in any way. The solicitation will drive respondents to a link to take an online survey hosted on our enterprise survey system. We run this survey twice—once before a campaign begins, and a second time after the flight or some other mutually agreed-to timeline (we typically prefer at least 6 weeks of advertising).

This type of research is a convenience sample, but it is at least an apples-to-apples look at the perceptions of the correct, exposed audience. Significance testing is used to determine if the pre and post populations gave different answers at a level that is determined to not be a chance result. In addition, to account for sample variance between the pre and post studies, we weight both studies to the average of the two. So, if (for example) the Pre were 60% female while the Post were 40% female, we would weight BOTH studies to 50% female, to provide a very simplistic example.

Depending on the popularity of show(s) selected as part of the campaign, we may recommend an incentive to ensure an adequate response rate. This can either be a guaranteed incentive (e.g., an Amazon gift card) for a maximum number of respondents or a sweepstakes where Edison will collect name and email address of each respondent and provide the information of the randomly selected winner. The costs of any incentives are the responsibility of the client.

We do not guarantee a sample size for these studies since they are not “sampled,” per se. We work with the podcast network and/or media buyer to ensure a sufficient sample for both studies to provide significance testing on the results. We provide a complete presentation with all relevant charts and graphs, all hosting and data processing, and questionnaire(s) creation. Edison Research has conducted hundreds of similar studies and the results have been presented to leading agencies and media buyers around the world.

 

  1. Panel Research

For large campaigns, stretching across multiple podcasts or podcast networks, we are able to employ our large national panel of podcast listeners (which we also tap into for our syndicated Podcast Consumer Research quarterly report.) If an advertising buy is significant enough for it to be feasible, a panel study approach allows us to project the findings across the entire audience for the podcast or network in question, and is the most representative form of podcast research.

Also, in some cases, a “pristine” pre and post process is not possible (e.g. when the brand advertising is already running prior to engaging with Edison, or when the brand is running across multiple networks, which muddies attribution) which makes a panel approach cleaner than a pre/post survey methodology.

For panel-driven studies, we employ a national online survey of Americans 18+ (or whatever demographic is appropriate) who regularly listen to podcasts, and use the same brand questionnaire that we might use for a pre/post study methodology. In a panel study, we will guarantee a sample of podcast listeners, podcast listeners who have likely heard the advertising in question, and non-podcast listeners. We will then be able to gauge the relative impact of the specific podcast ads by comparing brand measures with non-podcast listeners, podcast listeners who do NOT listen to the specific shows/networks that featured the advertising, and an audience of the targeted podcasts who would certainly have been exposed to the ads. Where appropriate, we can also fold in an audio call-out methodology in relevant podcasts, as described above.

For this style of study, all other deliverables are as mentioned above, including presentations to the relevant agency/brand team.

 

  1. Forced Listening and Controlled Exposure

Finally, in the case of a newly-created branded podcast, advertising on a new show, or other projects with potentially small samples, we engage a “forced listening” approach. For this approach, we recruit a sample of podcast listeners who would at least have an affinity for the programming being tested (e.g. parents of small children for a parenting podcast). The sample is instructed to come to a facility and listen to a half-hour of programming and instructed that they will later be asked what they thought of the show.

In reality, they are also given questions about the advertising and sponsorship messages in the show. This approach, unlike the first two, is strictly qualitative, which means that traditional measures of margin of error or statistical significance really don’t apply. However, this approach does provide directional research where a traditional survey would not be feasible either due to the size of the show’s audience or for a completely new program.

All recruiting, execution, incentives, and facility fees are included in this type of project, in addition to reporting of the results. We have successfully executed and presented these for dozens of agencies and media partners.

 

Finally, Edison is a custom market research provider with 25 years of service tackling the most challenging research projects, and we have developed many of the current approaches to podcast research in use today. Should none of these approaches completely address a measurement challenge, we’ll develop a new one as needed.

Questions? Email Edison Research SVP Tom Webster at twebster@edisonresearch.com.

 

Super Listeners 2020

EDISON RESEARCH, PODCAST ONE, AND AD RESULTS MEDIA partner to uncover beliefs of the podcast industry’s best customers

Click here to download Super Listeners 2020

According to the latest Super Listeners Study, podcast “Super Listeners,” Americans 18+ who listen to five or more hours of podcasts weekly, see podcasts as the best way to reach them despite a perceived increase in ads. Edison Research, the global authority in audio research, along with Ad Results Media, an audio industry leader in branded personality-driven advertising, and PodcastOne, a subsidiary of LiveXLive (NASDAQ: LIVX), the leading podcast network, announced today the results of the second-annual study on podcasting’s “Super Listeners.”

Advertising on a podcast is the best way for a brand to reach Super Listeners. Almost half, 49 percent, of podcast Super Listeners agree that “Advertising on a podcast is the best way for a brand to reach you.” This finding was up from 37 percent in 2019 – the biggest mover in the survey. Podcast Super Listeners are exposed to the most amount of podcast advertising and provide invaluable insight as to how ads are perceived in podcasts.

Over half, 54 percent, of Super Listeners, said that hearing an ad on a podcast (compared to other places) makes them more likely to purchase a product, up from 46 percent from last year.

Super Listeners are noticing an increase in the number of commercials and ad breaks. Fifty-six percent of podcast Super Listeners believe that the number of ads in podcasts are going up, compared with 49 percent who said the same thing last year. The study also found an increase in those who believe there are “too many” ads in podcasts, 38 percent of respondents felt this way, compared with 24 percent last year. In addition, 41 percent of podcast Super Listeners believe that ad breaks are getting longer, compared to 35 percent last year. Self-reported ad-skipping behavior, however, did not increase substantially.

While quantity and length of ad breaks increase, the positive impact of podcast advertising continues to rise year-over-year. Testament to the positive impact of podcast advertising is seen in the percentage increase of Super Listeners that agree with the following statements:

“Your opinion of a company is more positive when you hear it mentioned on one of the podcasts you regularly listen to” increased from 44 percent in 2019 to 49 percent in 2020.

“When price and quality are equal, you prefer to buy products from companies that advertise on or sponsor the podcasts you regularly listen to” increased from 43 percent in 2019 to 46 percent in 2020.

“You pay more attention to advertising on podcasts than on other forms of media” increased to from 44 percent in 2019 to 48 percent in 2020.

Host-read ads provide tremendous value. Thirty-three percent of Super Listeners say they pay more attention to host-read ads than other types of ads in podcasts.

Super Listeners are consuming more podcast content than ever before. In last year’s survey, Super Listeners reported consuming an average of 9.8 hours of podcasts per week, this year the average increased to 10.5 hours per week.

“We are so pleased that Ad Results Media and PodcastOne have partnered with Edison Research to continue our Super Listeners Research Series,” said Tom Webster, Senior Vice President at Edison Research. “With the quantity of podcast advertising increasing, and the character of those ads changing, it is imperative to take the temperature of podcasting’s best customers regularly. Super Listeners 2020 very clearly shows that while podcasting continues to enjoy advantages as an advertising platform, listeners are noticing more ads and longer ad breaks.”

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, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the space. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major U.S. presidential primary and general election.

About Ad Results Media
ARM is a trailblazer in the audio industry, leading in branded spoken-word advertising: the most authentic, memorable and mutually beneficial format for growth. With more than 20 years of experience, ARM effectively connects audiences with brand messages, delivering richer and more meaningful ROI in the form of reach, relevance and resonance. The company, with offices in Houston, Austin and San Diego, is a leading purchaser of audio influencer ads globally and leverages its strong relationships within the industry to connect brands with the world’s most high-profile news, sports and entertainment creators. Follow their journey on social @adresultsmedia as they amplify the sound of success.

About PodcastOne
PodcastOne is a leading advertiser-supported podcast company, offering a 360-degree solution for both content creators and advertisers, including content development, brand integration and distribution. Acquired by LiveXLive Media in 2020, the two entities have subsequently teamed to create a new video podcast (Vodcast) network under the LiveXLive umbrella. Amassing more than 2.8 billion downloads annually, the network produces 400+ episodes weekly across a stable of hundreds of top podcast programs, including influencer talent like Adam Carolla, Kaitlyn Bristowe, Shaquille O’Neal, Steve Austin, Erin Brockovich, Amanda Cerney & Jacqueline Fernandez, , Tip “T.I.” Harris, Armando “Pitbull” Perez, Jordan Harbinger, Heather Dubrow, The LadyGang, Dr. Drew, Chael Sonnen and hundreds more. Its shows are distributed across its own platform as well as LiveXLive’s owned-and-operated channels on mobile, mobile web, desktop and SmartTV’s. PodcastOne is the brainchild of Radio Hall of Famer, Norm Pattiz, also the founder of Network Radio-giant, Westwood One.

Forward-Looking Statements
All statements other than statements of historical facts contained in this press release are “forward-looking statements,” which may often, but not always, be identified by the use of such words as “may,” “might,” “will,” “will likely result,” “would,” “should,” “estimate,” “plan,” “project,” “forecast,” “intend,” “expect,” “anticipate,” “believe,” “seek,” “continue,” “target” or the negative of such terms or other similar expressions. These statements involve known and unknown risks, uncertainties and other factors, which may cause actual results, performance or achievements to differ materially from those expressed or implied by such statements, including: the Company’s reliance on one key customer for a substantial percentage of its revenue; the Company’s ability to consummate any proposed financing or acquisition and the timing of the closing of such proposed transactions, including the risks that a condition to closing would not be satisfied within the expected timeframe or at all or that the closing of any proposed transaction will not occur; the Company’s ability to continue as a going concern; the Company’s ability to attract, maintain and increase the number of its users and paid subscribers; the Company identifying, acquiring, securing and developing content; the Company’s ability to maintain compliance with certain financial and other covenants; the Company successfully implementing its growth strategy, including relating to its technology platforms and applications; management’s relationships with industry stakeholders; the effects of the global Covid-19 pandemic; changes in economic conditions; competition; risks and uncertainties applicable to the businesses of the Company’s subsidiaries; and other risks, uncertainties and factors including, but not limited to, those described in the Company’s Annual Report on Form 10-K for the fiscal year ended March 31, 2020, filed with the U.S. Securities and Exchange Commission (the “SEC”) on June 26, 2020, Quarterly Report on Form 10-Q for the quarter ended September June 30, 2020, filed with the SEC on November 16, 2020, and in the Company’s other filings and submissions with the SEC. These forward-looking statements speak only as of the date hereof and the Company disclaims any obligations to update these statements, except as may be required by law. The Company intends that all forward-looking statements be subject to the safe-harbor provisions of the Private Securities Litigation Reform Act of 1995.

LiveXLive Press Contact:
The Rose Group
Lynda@therosegrp.com
Isabela@Therosegrp.com

LiveXLive IR Contact:
310.601.2500
ir@livexlive.com

Media Contact:
Cassie McCormick
cassie.mccormick@fleishman.com
310-482-4278

Podcasting’s Share of Listening in the U.S. Hits All-Time High

For the first time since Edison Research’s Share of Ear® study began tracking audio consumption in 2014, podcasting’s share of all audio listening is now 6% of consumption. This level marks an all-time high for the rapidly-growing on-demand audio medium.

 


This new finding was revealed at the Podcast Movement Virtual conference today in a keynote address by Edison Research SVP Tom Webster. The latest findings show that the share of time Americans age 13+ spend with podcasts as a percentage of all their audio listening has tripled from just 2% in 2014.

According to Webster, “Podcasting has become the greatest companion medium. Not only can you take it with you while you do other things, but we also see people turning to podcasts for a sense of community and connection during a very stressful time.”

Please click here for more information on Edison Research’s Share of Ear® 
 
About Edison Research  

Edison Research conducts survey research and provides strategic information in over 50 countries for clients including AMC Theatres, AMC Theatres, Amazon, Apple, The Brookings Institute, Facebook, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, and SiriusXM Radio. The national tracking study The Infinite Dial® and the syndicated Share of Ear® are two of the most widely cited studies in the audio space. Edison is also the leading podcast research company in the world and has conducted research for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the podcasting space.  Edison’s network of more than 20,000 experienced interviewers allows the company to conduct research in almost any location. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool. For the 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.  

 

 

Listening Habits During Quarantine: A Share of Ear Report

 
There have been some marked changes in podcast listening in the U.S. during quarantine as commutes have been reduced and digital audio consumption has risen.

Download Podcast Listening During Quarantine: A Share of Ear® Report

Tom Webster, Edison Research SVP, presented a 15-minute update on the overall listener landscape, with specific focus on podcast listening and insights from Edison Research’s Share of Ear® study and The Podcast Consumer Tracker.  A full replay of the webinar is available here:

 

The Top 30 U.S. Podcasts According to the Podcast Consumer Tracker

Edison Research announces the U.S. Top 30 Podcast ranker from its subscription product, the Podcast Consumer Tracker (PCT). The PCT is the only comprehensive and all-inclusive study of the reach of podcast networks and shows in America. The Joe Rogan Experience continues to be the number one podcast in America as it has been since the PCT was established in the summer of 2019.

The ranker lists the top thirty podcasts in America by reach — not downloads — among weekly podcast consumers, covering the full survey period from July 7, 2019 through June 24, 2020. Reach is the percentage of weekly podcast listeners who say they have listened to any one of these shows in the last week.

“Even with the work and life disruptions caused by COVID-19, people did continue listening to their favorite podcasts, and we ultimately saw little to no reduction in reach among weekly podcast listeners”. noted Edison Research SVP Tom Webster. “We’re pleased to publish the only ranker that covers the entire U.S. podcasting industry.”

The top thirty podcasts in the U.S, as ranked by the percentage of weekly podcast consumers 18+ who have listened to them, are as follows:

The Podcast Consumer Tracker is the only study that measures the entire podcast space continuously, as compared to other download rankers which only measure participants who opt in to those rankers, or users of a specific platform. Podcasts and podcast networks are ranked according to their weekly reach of podcast listeners. The PCT is sampled continuously throughout each quarter to negate the effects of limited releases and new shows and is weighted to the industry standard measure of podcast listening, The Infinite Dial® research series from Edison Research and Triton Digital®.

How the Study Was Conducted: The Podcast Consumer Tracker Q2 2020 Top 30 Ranker is based upon 8,080 online interviews with weekly podcast consumers in the United States, ages 18 and older. Interviews were conducted in English and Spanish. Sampling was conducted continuously from July 7, 2019 to June 24, 2020. All respondents were instructed to enter the names of all podcasts they listened to the week before the interview into an online diary and were provided instructions to obtain that information from their podcast client/player of choice. All responses were unaided and hand-coded by Edison Research to determine actual show name, producer, genre, and other information. Data is weighted to nationally representative numbers for weekly podcast consumers from The Infinite Dial 2020, from Edison Research and Triton Digital.

Fielding is continuous and currently underway for the next quarterly report in the series. Click here for more information on the Podcast Consumer Tracker.

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, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the space.  Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election.