Während einer Pandemie, die Millionen von Menschen in die Häuser und vor die Bildschirme trieb, geschah etwas Seltsames mit Podcasts: Das Engagement der Hörer stieg. Und neben der Fülle neuer Hörer wächst auch das Engagement der Hörer.
While the rise in engagement is somewhat contrary to what might be expected amid the many consumer changes over the past two years, podcast listenership–even at home–has transformed much of the general public into light listeners. In fact, the U.S. podcast listener base has grown by 40%1 over the past three years, with 51% of consumers2 saying they started listening during the past two years.
Die Stärke der Mainstream-Podcast-Branche geht weit darüber hinaus, dass sie einem breiten Publikum eine wachsende Anzahl von Titeln für inhaltshungrige Audiophile bietet - vor allem für Werbekunden. Das liegt daran, dass das Podcast-Publikum seine COVID-bedingte Kaufhemmung ablegt.
83 % der Amerikaner fühlen sich durch COVID-19 nicht mehr gehemmt
- Nielsen Custom Consumer Sentiment Study, März 2022
The positive sentiment among consumers about returning to many pre-pandemic activities has translated into action, as 91% of respondents say they have resumed some normal activities, while 76% say they have resumed most of their normal activities. Consumer attitudes also align with first-quarter economic signals, as the unemployment rate was at 3.6% as of March 2022 (down from 6% in March 2021), and the Conference Board’s Present Situation Index—which reflects consumer sentiment about the business and labor market—was at 153 in March, up 10 points from February.
Und während die allgemeine Erholungsstimmung zunimmt, ergab die Verbraucherstudie, dass Podcast-Hörer mit größerer Wahrscheinlichkeit als die Allgemeinbevölkerung einige ihrer Aktivitäten aus der Zeit vor der Pandemie wieder aufnehmen, darunter das Einkaufen von Lebensmitteln in physischen Geschäften, das Einkaufen von Nicht-Lebensmittelartikeln in physischen Geschäften und das Essengehen in Restaurants.
The resumption of many pre-pandemic activities and behaviors is good news for all industries, and podcast advertisements represent a bright option for brands looking to increase their visibility and drive upper-funnel engagement. According to Nielsen Effektivität von Podcast-Werbung data, podcast advertisements drive 14 points in brand awareness and 7 points in information seeking. Those metrics bode well for marketers in North America, whose top objective for the next year is building brand awareness, followed very closely by new customer acquisition, as detailed in Nielsen’s 2022 Annual Marketing Report.
83 % der Amerikaner fühlen sich durch COVID-19 nicht mehr gehemmt
- Nielsen Custom Consumer Sentiment Study, März 2022
In addition to being receptive to advertising, especially when it’s read by the host, podcast listeners are among the consumers most likely to feel that life is returning to normal, and that includes planning major purchases, such as a new vehicle, a new home entertainment system and planning trips that involve air travel. The combination of sentiment and an eagerness to spend represents a bankable opportunity for brands with the right audience data.
For additional insights, download our latest Podcasting Today report.
Sources
- Nielsen-Daten zur Podcast-Kaufkraft
- Nielsen Custom Consumer Sentiment Study, März 2022
