在一场大流行病将数百万人驱赶到室内和屏幕前的时候，播客发生了一件有趣的事情：听众的参与度提高了。除了大量的新听众，听众的参与度也在不断提高。
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.
重要的是，主流播客行业的优势不仅仅在于为广大受众提供了越来越多的内容，尤其是为广告商提供了越来越多的内容。这是因为播客受众正在摆脱 COVID 引起的消费抑制。
83% 的美国人不再因 COVID-19 而感到压抑
- 尼尔森定制消费者情绪研究，2022 年 3 月
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.
在整体复苏情绪高涨的同时，消费者研究发现，播客听众比普通人更有可能恢复大流行前的一些活动，包括在实体店购买日用品、在实体店购买非日用品以及外出就餐。
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 播客广告效果 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% 的美国人不再因 COVID-19 而感到压抑
- 尼尔森定制消费者情绪研究，2022 年 3 月
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 今日播客 report.
资料来源
- 尼尔森播客购买力数据
- 尼尔森定制消费者情绪研究，2022 年 3 月
