Podcast listeners are driven by an interest in learning new information. Perhaps this is why the majority of podcast ads weโve tested in this study outperform even video pre-roll in driving key brand metrics. The most effective podcast ads tested were host read, capitalizing on podcast listenersโ strong relationships with their favorite hosts.
Podcast Listeners Want to Learn Something
When asked to select the reasons why respondents listen to podcasts, 66% selected โto learn something newโ while less than 10% selected โto get closer with friends and family.โ Nearly half indicated they listen to podcasts to relax and to be an informed citizen.
