How Do Heavy Listeners Feel About Podcast Ads?


PodMov Daily: Thursday, December 10

Episode 334: Your Thursday Podthoughts

How Do Heavy Listeners Feel About Podcast Ads?

Results are in from the second annual Super Listeners Study, based on Americans over 18 who listen to five or more hours of podcasts weekly: “Super Listeners 2020 very clearly shows that while podcasting continues to enjoy advantages as an advertising platform, listeners are noticing more ads and longer ad breaks.”

38% of respondents felt there are “too many” ads in podcasts, compared with 24% last year. Overall, though, they’re spending more time with podcasts and reporting positive associations with the brand messages they hear. Host-read spots are still king, with 33% saying they pay more attention to those than other ad formats.

The study is a partnership among Edison Research, PodcastOne, and Ad Results Media. According to Edison Research SVP Tom Webster, “With the quantity of podcast advertising increasing, and the character of those ads changing, it is imperative to take the temperature of podcasting’s best customers regularly.”

Podcast Entry for The 25th Annual Webby Awards

Podcasts will be front and center this spring at the 25th Annual Webby Awards, dubbed “the Internet’s highest honor” by The New York Times. Since 1996, The Webby Awards has honored the world’s best digital creators, media makers, inventors, artists, and innovators on the internet. 

Expert podcasting judges include Nikole Hannah-Jones, the creator of The 1619 Project; Bill Simmons, CEO of The Ringer; and Alex Blumberg, co-founder of Gimlet Media. Check out the submission details here — it’s your chance to mark your place in Internet history and give a 5-word acceptance speech.

This year’s honors for outstanding work in podcasts include Business, Diversity and Inclusion, News and Politics, Best Host, and Best Writing and Craft. Individual episodes, mini-series, and specials will be recognized as well. The final deadline for entry is coming up next Friday, December 18.

Top-Tier Podcast Bookings, Made Easy

High-impact podcast interviews start with connections. Guestio is a software marketplace that turns dream guests into real conversations. It’s an all-in-one platform that makes it easy to find, book, and manage top-tier guests. Simply discover, schedule, and pay — all on one dashboard.

From Manny Pacquiao to Jordan Harbinger, Guestio’s growing catalog is packed with audience-engaging talent. Quickly find ideal guests with categories and tags, and schedule interviews on your integrated booking calendar. Best of all, say hello to built-in messaging and bye to cluttered email chains.

Guestio even streamlines your profile. Download a shareable press kit complete with bio, headshots, and links. Not yet ready for paid engagements? A free account lets you optimize your bookings in the meantime. Guestio is currently in beta and looking for more creators like you to help test the product and provide real feedback.

Your podcast is your passion. Let Guestio help you make it outstanding.

You don't learn to walk by following rules. You learn by doing, and by falling over.

Here's what else is going on:

  • Major crush: Meet Cute, a podcast company making diverse rom-coms, just closed a $6.25 million funding round. It’s produced 200+ episodes (and attracted over a million listeners) since launching in February. Founder Naomi Shah tells Forbes’ Brianne Garrett why the genre spells opportunity.
  • Not alone: For Reggie Ugwu of The New York Times, podcasts have been a lifeline in ‘the best worst year.’ From Culture Gabfest to Home Cooking, “They offered precious few occasions to feel surprised or inspired, to be reassured by the company of a trusted voice in a darkening world.”
  • Outside in: The audio documentary series Forgotten: Women of Juárez has reached unexpected audiences. As its creators tell Hot Pod, marketing is a likely reason why. As part of an iHeartMedia deal, “The series was promoted aggressively over the company’s vast broadcast radio apparatus.” 
  • Smooth seas: Frictionless interfaces are going to change our world. Gary Vaynerchuk said it, and David Moore of Project Citrus agrees. For drivers, podcast listening requires more steps than radio. However, “Newer cars have significantly reduced that friction,” and voice interfaces may eliminate it.

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