Host-read podcast ads tend to be more effective in driving recall and other lift metrics, according to recent research from Nielsen.

The report was based on data from more than 260 surveys across 240 brands. Listeners were presented with podcast clips; then, the effectiveness of different ad types was assessed using brand lift metrics such as recall, familiarity, and affinity.

Host-read podcast ads have an average brand recall of 71%, compared with 62% for non-host-read podcast ads, the analysis found.

The researchers also found that host-read podcast ads are more effective in driving familiarity, affinity, info-seek intent, purchase intent, and recommendation intent.

About the research: The report was based on data from more than 260 surveys across 240 brands. Listeners were presented with podcast clips and then the effectiveness of different ad types was assessed using brand lift metrics such as recall, familiarity, and affinity.


Enter your email address to continue reading

Are Host-Read Podcast Ads More Effective?

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin

  • AI


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji