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Stereotypes In A Comscore Study

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There’s a new report that recently surfaced saying that if people have to receive ads, they’d rather hear them in podcasts. According to the results of the new comScore study, ads within a podcast are found to be the least intrusive of any other type of digital advertising. Furthermore, not only do the listeners not mind hearing the ads, but they actually act on them.

The study was conducted of 2,000 United States individuals between 18 to 49 and it found that two-thirds of the listeners have actually acted on the ad they heard by either researching the product or actually purchasing it because of hearing it in the podcast. This particular study was commissioned by Wondery, which is a podcast startup by two former Fox executives.

The CEO …show more content…

One in three podcast listeners plan to increase their podcast consumption within the next six months according to this study. Additionally, the demographics of the listeners is so appealing to advertisers. One in five Americans between the ages of 18 to 49 listen to podcasts at least once a month, while one in three men ages 18 to 34 tune in. Most listeners have a college education, $100,000 or more in household income and they describe themselves as early adopters of technology.

Andrew Lipsman, VP of marketing and insights at comScore said, “This research provides strong evidence for why this sector is very attractive for advertisers. Not only do podcasts over-index on reaching some of the most valuable and hard-to-reach audiences, but they also put consumers in a mindset that’s favorable to ad receptivity.”

The study also found that many users said they felt more connected, intelligent and energized after they listen to the podcasts. Currently, Wondery only has one advertised, but others who have been in the business longer are seeing strong results. Radio host Ira Glass in an interview at South by Southwest said that the last few years have become a boom time for podcast advertising. And while he thinks that the bubble will likely burst eventually, CPMs earlier this spring were as high as $60 for his

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