One in four listeners respond positively to podcast advertising, says DMA research

Charlie Spargo's picture

27% of podcast listeners say that they had encountered new brands through ads on the medium, according to new research from the Data & Marketing Association (DMA).

The research has shown also that 59% of listeners find marketing they hear via podcasts and the radio relevant. The DMA's ‘Future Trends: Speak and Listen’ publication was released today (January 28th), and found 37% of the British population listen to podcasts at least monthly.

Research was conducted in association with Paragon Customer Communications, Collison, dotdigital and Foresight Factory.

Tim Bond, Head of Insight at the DMA, said: “Podcasts are a fresh and popular audio media channel to engage consumers with, particularly the millennial and centennial demographic. With listeners generally highly engaged with the content, it is an effective marketing channel with a high degree of relevancy compared to other marketing channels.

“Compelling narratives, engaging storytelling and informative content can strengthen the brand understanding and memory, offering brands the ultimate prize of a dedicated audience.”