Podcast audiences grew by 40% in three years;
brands can amplify reach by tapping into listener and
genre-specific insights using Nielsen data
NEW
YORK, May 11, 2022 /PRNewswire/ -- Nielsen
(NYSE: NLSN), a global leader in audience measurement, data and
analytics, released the third installment of its Podcasting
Today report. The latest edition highlights the significant
growth in podcast audiences and content, and how brands and
advertisers can utilize the medium to amplify reach and ROI.
Podcasting Today revealed that the number of podcast
titles and episodes have increased by nearly 200% each over the
last two years (2 million and 92 million, respectively), and over
50% of daily podcast consumers listen more often and to more
titles, adding to the potential of increased audience reach. The
report also found that podcast listeners are more likely to plan a
major purchase within 12 months—such as new technology, home
entertainment, or a vehicle—and 88% of these consumers are willing
to consider a new brand, making podcast advertisements a useful
tool for marketers looking to drive upper-funnel engagement.
Nielsen Podcast Ad Effectiveness insights found that podcast ads
drive an aided brand recall rate of 71%, while 56% of podcast
listeners say they pay more attention to ads read by the
host(s).
"Nielsen's unique suite of podcasting solutions enable brands
and marketers to understand the behaviors of podcast listeners,
which leads to reaching the right consumers and driving ROI," said
Arica McKinnon, VP, Brand Impact
Solutions, Nielsen. "The Podcasting Today report reveals the
massive growth observed in podcast consumers and content, and the
impact Nielsen's podcasting solutions could have on brand
awareness, audience reach, and overall engagement."
With the Podcasting Today report identifying a 40%
increase in podcasting's listener base since 2018, the medium has
become an effective way to reach new and existing consumers, and
marketers are taking note. Nielsen's 2022 Annual Marketing Report
found that 56% of marketers in North
America plan to increase their podcast spending over the
next year, and 15% of marketers plan to increase their podcast
spending by 50% or more in the same timeframe.
Using the Nielsen data and solutions that underpin this edition
of Podcasting Today, marketers can gain in-depth knowledge
into various brand performance and listener engagement metrics.
Armed with these insights, marketers will be better geared toward
meeting their individual KPIs while simultaneously understanding
the returns of their efforts.
About Nielsen
Nielsen shapes the world's media and
content as a global leader in audience measurement, data and
analytics. Through our understanding of people and their behaviors
across all channels and platforms, we empower our clients with
independent and actionable intelligence so they can connect and
engage with their audiences—now and into the future.
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the
world in more than 55 countries. Learn more
at www.nielsen.com or www.nielsen.com/investors and
connect with us on social media (Twitter, LinkedIn,
Facebook and Instagram).
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SOURCE Nielsen