Amazing Ad Recall Rates from Podcasts, Online Video Shows

Marketing Charts, April 21, 2008 — Ads in podcasts are three times as effective as “traditional” online video ads and seven times more so than television ads, according to four campaign studies conducted by Podtrac and TNS. Compared with industry benchmarks of 21% for streaming video and 10% for television, unaided ad awareness for podcasts was an impressive 68% on average; aided recall was even higher, at 89% on average. Embedded ads in online video shows are also highly effective, the study found.

Heard the Latest About Podcasting?

Engagement via headphones.

eMarketer, February 4, 2008 — Ever since podcasting was introduced, the question has been the same: Will anyone listen? The answer is definitely “Yes.” eMarketer estimates that the total US podcast audience reached 18.5 million in 2007.

Marketers and Content Providers Tune in to Podcasting's Potential†

Acura, MasterCard, ESPN Seize on Growing Audience of Medium

Advertising Age, January 21, 2008 — Radio revenue could very well stay flat for the third straight year in 2008, but there's one sector in the audio industry that's getting attention from the likes of Acura and MasterCard: podcasting. Although it's been ad-supported for a little over two years, podcasting only recently has built an audience with enough scale in key categories such as news and sports

Podcast User Demographics

The broad picture of a niche medium.

eMarketer, May 21, 2007 — It would be a mistake to think that the average podcast user is a 23-year-old male with a college education and a really big comic book collection. Podcast users are not a homogeneous group, and downloads range from music to religious broadcasts to museum tours. That said, overall podcasting user demographics give a broad perspective on the medium.