From Edison Research and Ad Results Media, Podcasting’s Super Listeners. This first-ever study of podcast listeners in the U.S. age 18+ who listen to five or more hours of podcasts weekly. Super Listeners examines the demographics of heavy podcast listeners, their podcast listening habits and how they relate podcast advertisers.
Super Listeners age 18+ consume an average of 11.2 hours of podcasts per week. It’s important to understand them.
The connection between podcast Super Listeners and advertisers is strong. Fifty-three percent of podcast Super Listeners agree that their opinion of a company is more positive when it is on a podcast they regularly listen to. Half of podcast Super Listeners agree that advertising on a podcast is the best way for a brand to reach them, and 56% say that hearing an ad on a podcast (compared to other places) makes them more likely to purchase a product. For all the findings of this public-facing study, download the full report above.
