Self-identified ad avoiders were 22% more engaged, emotionally involved and likely to remember brands mentioned in a podcast compared to TV ads, according to a new study from the BBC.
The study, which was commissioned by the BBC’s branded content division, StoryWorks, found that listeners were 16% more engaged when hearing about a brand on a podcast than when they were listening to the surrounding podcast content. They also had a 12% higher likelihood of remembering the brand than surrounding podcast content.
For the study, researchers identified 263 regular podcast listeners and finance enthusiasts who said they avoided ads in the New York, Melbourne, Munich and Singapore markets. Those test subjects, who also had a combined annual household income of $100,000 or more, listened to 30 minutes of a branded finance podcast Money Movement, which BBC’s branded content division produces, and their brain activity was measured to determine their emotional responses, cognitive engagement…
