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Podcasts, According to a Study from Advertiser Perceptions

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Podcasts, According to a Study from Advertiser Perceptions Background From highly personalized niche programs to brand extensions from major media networks, podcasting is where millions of media consumers are turning to for information, entertainment, and connection to the world. In fact, one out of four Americans has listened to a podcast in the past month, according to Edison Research’s annual Infinite Dial study. Advertisers are taking notice of this substantial audience, as more than two-thirds of advertising media decision makers have discussed advertising in podcasts, according to a study from Advertiser Perceptions. Yet, very little research has been done on the advertising environment within podcasts, including best practices for increasing listener engagement and brand impact. Westwood One commissioned a study of weekly podcast listeners and their perceptions about the advertisements that they hear within podcasts. This study was created in conjunction with Maru/Matchbox and Vision Critical, a nationally recognized leader in consumer research. This study was fielded online using a nationally representative sample of 600 respondents who met the following criteria: • Adults over the age of 18 • All respondents spent at least one hour listening to podcasts within the past week • Respondents were not employed in the advertising, public relations, marketing, market research, radio, television, digital, or podcasting industries • Surveys were conducted between July 16, 2018 and July 23, 2018 WESTWOOD ONE’S PODCAST DOWNLOAD – FALL 2 0 1 8 Key findings • Women are catching up in the podcast environment. The heavy female podcast listener is a desirable target for advertisers. • More podcast listeners are becoming heavy users of the medium. There is double digit year over year growth among the heaviest podcast listeners. • Time spent with podcasts is growing across the board. • Smart speaker adoption for podcast listening is on the rise, especially among women and Boomers. • Podcast listeners say they listen to podcasts immediately after it is downloaded. • Podcast listeners will accept between two and four ads per podcast, depending on the podcast’s length. Heavy podcast listeners are willing to hear more ads. • Podcast ad exposure impacts purchase behavior and social media behavior greater among heavy podcast listeners • Podcast listeners prefer multiple ad breaks for 60-minute podcasts. For shorter podcasts, listeners prefer just one break. • Most podcast listeners prefer ads voiced by the show’s host over traditional ads, yet heavy podcast listeners are more accepting of pre-produced ads. WESTWOOD ONE’S PODCAST DOWNLOAD – FALL 2 0 1 8 Podcasts – who’s listening? Weekly Heavy hours hours + +a week 1 a week 6 17% of America 7% of America Source: Edison Infinite Dial 2018, persons 12+ Podcast usage trends Heavy listening is on the rise % of weekly podcast listeners July 2017 July 2018 +19% 43% 36% 36% 31% 28% 26% Light listeners Medium listeners Heavy listeners (under 3 hours/week) (3 to 5 hours/week) (6+ hours/week) How to read: In July 2017, heavy listeners to podcasts (those who listen 6 or more hours per week) accounted for 36% of all weekly podcast listeners, compared to 43% in July 2018; resulting in a lift of +19%. Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts? Time spent with podcasts grew, especially among Gen X 35-49 and women Average weekly time spent with podcasts (hours) July 2017 July 2018 +3% +8% +7% +22% 7.4 7.2 7.4 7.6 +20% 6.6 6.9 6.1 -14% 5.9 5.5 4.3 4.6 3.7 Total Millennials (A18-34) Gen X (A35-49) Boomers (A50-64) Men Women How to read: On average, Gen X 35-49 who are weekly podcast listeners spent 5.9 hours per week listening to podcasts in July 2017, compared to 7.2 hours per week in July 2018; resulting in a lift of +22%. Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts? Weekly podcast listeners skew male and Millennial Audience composition (% of weekly podcast listeners 18+) – July 2018 Men 55% Women 45% Millennials (A18-34) 51% Gen X (A35-49) 31% Boomers (A50-64) 14% Seniors (A65+) 5% How to read: 55% of weekly podcast listeners are men. Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts? Heavy podcast listeners tend to be younger, male, and upscale Audience composition (% of adults 18+) – July 2018 Heavy podcast listeners Weekly podcast listeners (6+ hours per week) Men 55% 64% Women 45% 36% Millennials (Adults 18-34) 51% 57% Gen X (Adults 35-49) 31% 35% Boomers (Adults 50-64) 14% 6% Seniors (Adults 65+) 5% 2% Under $50K 16% 9% $50K-$75K 21% 11% $75K-$100K 27% 34% $100K+ 35% 44% White (non-Hispanic) 69% 74% Hispanic 16% 15% African-American 7% 7% Asian/Other 7% 4% How to read: 64% of heavy podcast listeners are men. Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018 Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts? Female podcast listeners tend to be younger, upscale, and have families Audience composition (% of women 18+) – July 2018 Heavy female podcast listeners Weekly female podcast listeners (6+ hours per week) Millennials 18-34 58% 66% Gen X 35-49 24% 29% Boomers 50-64 14% 4% Seniors 65+ 5% 1% Married 55% 72% Children 54% 72% Under $50K 19% 9% $50K-$75K 24% 15% $75K-$100K 24% 34% $100K+ 31% 40% How to read: 66% of heavy female podcast listeners are Millennials 18-34. Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018 Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts? Male podcast listeners tend to be younger, upscale, and have families Audience composition (% of men 18+) – July 2018 Heavy male podcast listeners Weekly male podcast listeners (6+ hours per week) Millennials 18-34 46% 53% Gen X 35-49 36% 39% Boomers 50-64 13% 7% Seniors 65+ 5% 2% Married 65% 73% Children 69% 81% Under $50K 14% 9% $50K-$75K 18% 10% $75K-$100K 30% 34% $100K+ 38% 47% White (non-Hispanic) 74% 76% Hispanic 15% 14% African-American 6% 7% Asian/Other 6% 3% How to read: 53% of heavy male podcast listeners are Millennials 18-34. Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018 Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts? Using smart speakers and internet-connected cars for podcast listening is on the rise Devices used to listen to podcasts Weekly podcast listeners Heavy podcast listeners (6+ hours per week) % Difference % Difference Devices July 2017 July 2018 (July 2018 vs. Devices July 2017 July 2018 (July 2018 vs. July 2017) July 2017) Laptop/notebook computer 54% 52% -4% Laptop/notebook computer 65% 64% -2% iPhone 53% 50% -6% iPhone 65% 61% -6% Android phone Android phone (i.e. Samsung Galaxy) 45% 47% +4% (i.e. Samsung Galaxy) 58% 61% +5% Desktop computer 39% 40% +3% Desktop computer 55% 52% -5% Android tablet Android tablet (i.e. Samsung Galaxy) 29% 32% +10% (i.e. Samsung Galaxy) 44% 49% +11% iPad 33% 31% -6% iPad 50% 46% -8% In-car Internet-connected In-car Internet-connected audio entertainment system 24% 29% +21% audio entertainment system 38% 44% +16% Smart Speaker (i.e. Amazon Smart Speaker (i.e. Amazon Echo, Google Home) 22% 27% +23% Echo, Google Home) 39% 44% +13% Tablet/PC Hybrid Tablet/PC Hybrid (i.e. Microsoft Surface) 24% 25% +4% (i.e. Microsoft Surface) 43% 41% -5% How to read: In July 2017, 65% of heavy podcast listeners listen to podcasts on a laptop or notebook computer, compared to 64% in July 2017; resulting in a decline of -2%. Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: Which devices do you use to listen to podcasts? Boomers and women are driving growth for smart speaker use among podcast listeners Devices used to listen to podcasts – % of weekly podcast listeners who answered “Smart Speaker” % difference Smart Speaker % July 2017 July 2018 (July 2018 vs. July 2017) Total 22% 27% +23% Millennials (A18-34) 25% 30% +20% Gen X (A35-49) 25% 32% +28% Boomers (A50-64) 8% 15% +88% Men 31% 33% +6% Women 12% 20% +67% Heavy podcast listeners 39% 44% +13% How to read: In July 2017, 39% of heavy podcast listeners listen to podcasts on a smart speaker, compared to 44% in July 2017; resulting in a lift of +13%. Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: Which devices do you use to listen to podcasts? Podcast content trends Business and kids/family focused podcast listening grew the most in 2018 % of weekly podcast listeners who regularly listen to each podcast type % difference July 2017 July 2018 (July 2018 vs. July 2017) News/Current Events 56% 55% -2% Comedy 51% 57% +12% Entertainment/Pop Culture 47% 50% +6% Music 43% 45% +5% Storytelling/Drama (i.e. Serial, Crimetown) 43% 44% +2% Sports 40% 47% +18% Technology 39% 45% +15% Education 36% 38% +6% Health/Fitness 36% 40% +11% Business 31% 38% +23% Kids/Family 21% 27% +29% Average 40% 44% +10% How to read: In July 2017, 51% of weekly podcast listeners regularly listened to comedy podcasts, compared to 57% in July 2018: resulting in a lift of +12%.
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