New research shows that sport podcast advertising is highly trusted, with listeners 2.3 times more likely to trust ads compared to other channels. They also exhibit higher purchasing power and engagement with advertised brands, making them an attractive target for advertisers.
New research conducted by Sport Social Podcast Network and Kantar highlights the significant trustworthiness of sport podcast advertising compared to other channels. Their 2024 Listener Survey indicates that sport podcast listeners are 2.3 times more likely to trust ads compared to print and sports radio consumers, making podcast advertising particularly effective. Furthermore, sport podcast listeners are 1.3 times more likely to engage with ad promotions than those on other digital platforms. The survey findings reveal that 55% of sport podcast listeners have visited an advertised brand’s website, while 40% have made a purchase based on a podcast ad. Additionally, sport podcast listeners boast an average income that is 32% higher than the UK average, making them an attractive demographic for advertisers. This audience is predominantly homeowners (78%), with a third earning over £100,000. The report also showcases the active lifestyle of sport fans, with 73% engaging in exercise. As podcast advertising continues to grow, with a 23% year-on-year increase, brands are encouraged to integrate podcast strategies into their marketing to reach this affluent, engaged audience effectively.
The article discusses new research indicating that sport podcast advertising is more trusted than other advertising channels. It provides comparative statistics based on listener surveys and market research, highlighting significant trends in consumer behavior, income levels, and engagement with brands. This data serves as a guide for brands considering podcast advertising as a viable marketing strategy.
In conclusion, sport podcasts represent a highly trusted medium for advertising, providing brands with access to an affluent and engaged audience. The increasing consumer response to podcast ads, coupled with the listeners’ higher disposable income, makes sport podcasts a compelling choice for marketing strategies.
Original Source: podcastingtoday.co.uk
