Durante uma pandemia que levou milhões de pessoas para dentro de casa e para a frente das telas, aconteceu uma coisa engraçada com os podcasts: o envolvimento do público aumentou. E, além da riqueza de novos ouvintes, o envolvimento entre os ouvintes está crescendo.
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.
É importante ressaltar que a força do setor de podcasts ligados ao mainstream vai além de simplesmente oferecer a públicos abrangentes uma variedade crescente de títulos para audiófilos ávidos por conteúdo - especialmente para anunciantes. Isso porque o público de podcast está se livrando de suas inibições de gastos induzidas pela COVID.
83% dos americanos não se sentem mais inibidos pela COVID-19
- Estudo de sentimento do consumidor personalizado da Nielsen, março de 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.
E, embora o sentimento geral de recuperação esteja aumentando, o estudo do consumidor constatou que os ouvintes de podcasts têm mais probabilidade do que a população em geral de retomar algumas de suas atividades pré-pandêmicas, incluindo compras de mantimentos em lojas físicas, compras de itens que não sejam de mantimentos em lojas físicas e jantares em restaurantes.
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 Eficácia dos anúncios em podcasts 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% dos americanos não se sentem mais inibidos pela COVID-19
- Estudo de sentimento do consumidor personalizado da Nielsen, março de 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
- Dados do poder de compra de podcasts da Nielsen
- Estudo de sentimento do consumidor personalizado da Nielsen, março de 2022
