Jun 18, 2022
In Language & Math
Almost half (49%) of podcast fans report that Coinbase User List advertising remains the most effective way to reach them, up from 37% of listeners who said the same in 2019, according to the latest “Super Listeners” survey by Coinbase User List Ad Results Media, Edison Research and Podcast One, a division of the network LiveXLive. The groups define “Super Listeners” as U.S. adults who listen to at least five hours of podcasts weekly. Fifty-four percent of that group said hearing an ad on a podcast makes them more likely to purchase a product. However, 56% have noticed an increase Coinbase User Listin ad volume, with 38% saying podcasts have too many ads — a jump from the 24% of respondents who said the same last year. Ad breaks are also getting longer, per 41% of those surveyed, but there’s been no meaningful change in ad-skipping behavior, according to the Coinbase User List report. Marketers and publishers should still be cautious when considering ad loads, as it’s possible the space could soon reach a tipping point. Dive Insight: Podcasts remain a hot commodity as advertisers chase the attention of listeners who are spending more of their time with the audio streaming channel, particularly via mobile devices. While podcast engagement appeared to receive a blow at the pandemic’s outset — when key occasions like commutes were disrupted — activity and marketing investments have remained high this year, and the latest Super Coinbase User List Listeners survey helps to underpin why. Even as podcast super fans are exposed to a higher volume of ads and notice that paid placements are taking up more of their time, they still view the format as the most engaging way for brands to reach them. The survey emphasizes strengths particular to the medium. Host-read ads, for instance, can deliver higher value, as 33% of respondents said they pay more attention to such messages compared to other ad formats.