New research looks at podcast advertising
Nearly 80% of podcast consumers believe that when price and quality is equal, they prefer to buy products from companies that advertise on or sponsor the podcasts they regularly enjoy, according to new research.
Edison Research and the Association for Downloadable Media collaborated on the survey of consumer attitudes about podcast advertising and sponsorships.
They found that 37% of respondents expressed some positive sentiment about advertising in the podcasts they regularly listen to or watch, compared to only 6% positive sentiment expressed for the advertising approaches of television or commercial radio.
In fact, 78% of these respondents agreed (and 21% agreed strongly) that their opinion of a company is more positive when they hear it mentioned in one of the podcasts they regularly enjoy.
At the start of the year, Enders Analysis forecast a 6.9% increase for internet advertising this year, although it added that newspapers, magazines and television would all experience downturns.
