The pandemic’s role as a digital adoption accelerant for the masses notwithstanding, many consumers were leaning into on-demand options well before media became a homebound necessity during much of 2020. The phenomenal growth in podcast engagement over the past seven or eight years—even throughout much of last year—speaks to how consumers increasingly want two things: something that is both relevant to them and available on their schedules.
In concert with a 40% increase in the U.S. population listening to podcasts over the past three years, advertisers continue to tap into the growing medium to reach engaged listeners. Notably, eMarketer forecasted that podcast ad revenue will exceed $2 billion by 2023: that would mean growth of nearly $1 billion in just two years. And amid the 2 million podcast titles featuring 88 million individual episodes, brands should be mindful of a growing core base of listeners: women.
Desde 2018, o número de mulheres ouvintes de podcasts aumentou 76%. E talvez ainda mais impressionante - dado que o envolvimento com áudio é frequentemente associado a estar longe de casa - é o aumento de 41% desde o início da pandemia. O crescimento do envolvimento com podcasts também não mostra sinais de desaceleração, pois uma pesquisa recente da Nielsen constatou que 61% dos assinantes pagos de streaming de áudio planejam aumentar o consumo de podcasts nos próximos 12 meses.
Because podcast listening has become far more mainstream than when podcasts first started to enter the media mix, light podcast listeners—those who listen anywhere between once and three times a month—represent roughly half of all podcast listeners. While this clearly validates that podcasts appeal to more than just a niche audience, advertisers know that more frequent engagement means more opportunity to reach listeners. Again, women should be a significant focus on this front.
In the four years since Nielsen established its Poder de compra do podcast service, which provides with brands information about the buying behaviors of podcast listeners, the number of heavy female podcast listeners—those who listen 10+ times per month—has increased by 90%.
Podcast advertising—particularly when read by the host—drives a stronger brand recall punch than more traditional forms of advertisements. For example, Nielsen’s Eficácia dos anúncios em podcasts (PAE) solutions have found that hostread ads drive a brand recall rate of 71%, which subsequently creates high levels of consumer interest, purchase intent and recommendation intent.
As soluções PAE da Nielsen também observam que a publicidade em podcast gera um aumento médio de 14 pontos no conhecimento da marca. No entanto, entre as ouvintes mulheres, o aumento sobe para 20 pontos - 43% a mais do que a média.
Outras estatísticas importantes de engajamento com anúncios:
- 73% das ouvintes do sexo feminino conseguem se lembrar da marca após a exposição
- 54% das mulheres ouvintes acham o conteúdo do podcast interessante
Em comparação com os primeiros dias dos podcasts, os anunciantes têm menos dúvidas sobre os mecanismos e as plataformas de distribuição fragmentados, o que gerou preocupações sobre a escalabilidade. Hoje, as perguntas se concentram predominantemente em onde investir, especialmente à medida que o cenário se amplia. Felizmente, porém, as respostas a essas perguntas devem estar diretamente relacionadas a quem está ouvindo e ao grau de envolvimento com o que está ouvindo.
Sources
- Poder de compra de podcast da Nielsen Scarborough, maio de 2021
- Gracenote Audio On-Demand, February 2022
- Poder de compra de podcast da Nielsen Scarborough, novembro de 2021
