Podcast Potential: Audiences More Attentive, Receptive, And Open To Brand Messages

On the heels of what the Poynter Institute for Media Studies called “the first podcast election,” a new study is putting a spotlight on exactly how influential the medium is to consumers. 

“Compared to traditional media, [podcast] listeners tune in to their favorite shows to learn about new topics and hear from different voices and perspectives,” says Acast ’s “Podcast Pulse 2024” report. “Content is given room to breathe, with more time to explore subjects and give a more considered take. … This creates an environment for brand messages to be heard where audiences are more attentive, receptive, and open to new ideas.”

It’s not the first indication of how influential podcasters can be — or how important it is for other media to embrace the podcasting opportunities — but if it wasn’t clear already, advertisers are taking notice. 

Not only do 46% of the consumers surveyed say podcast ads are more relevant to them than ads in other media, but 88% of podcast listeners (and 94% of niche podcast listeners) have taken some form of action because of an ad. From discovery on down to the purchase phase, podcast advertising “drives significant consumer action with full-funnel effectiveness,” the report says.

Omnichannel campaigns that present creators to audiences on other platforms also feel the benefits, with almost three-quarters (74%) of consumers saying they’d consider a brand from a beloved hosts’ social media, from their advertising in TV or YouTube ads (72%), or their advertising in online ads (71%).

“Podcast advertising offers authentic word-of-mouth marketing at scale, from voices you can trust,” the report says. “Brands investing in the channel can harness the genuine relationships that podcasters have with their audience, and even build their own.”