Ad Nauseum Report: Are consumers sick of podcast advertising?

Estimated reading time: 3 minutes

Ad Nauseam Report: Key Findings on Podcast Advertising

The “Ad Nauseam” report, sponsored by Sounds Profitable and produced in partnership with Signal Hill Insights, offers a detailed analysis of podcast advertising and listener behaviour. The study surveyed 1,011 American podcast listeners to understand their perceptions and tolerance of ads in podcasts. The short answer behind whether podcast listeners are ‘sick of podcast advertising’ is NO.  There are nuances in their behaviour and what they like to see in a podcast ad, but thankfully the podcast advertising industry can breathe a sigh of relief for now! Here are the key findings:

Podcast Ad Tolerance and Perception

• General Attitude Towards Ads: A significant portion of podcast listeners do not mind podcast ads. Specifically, 48% of respondents either enjoy or do not mind ads in podcasts. However, the tolerance varies by age and gender. Younger listeners (ages 18-34) are more likely to enjoy or tolerate ads compared to older listeners (ages 50+).
• Ad Skipping Behaviour: While 46% of podcast listeners claim they often skip ads, the actual behaviour during specific episodes shows that 68% listened to all or most of the ads. This discrepancy suggests that hypothetical scenarios may exaggerate ad-skipping tendencies.

Ad Effectiveness

• Discovery and Purchase: Podcast ads are quite effective, with 58% of podcast listeners discovering a product or service through a podcast ad and 45% making a purchase based on such ads. Most listeners (66%) hear an ad 2-3 times before making a purchase, and 75% of these purchases occur within a week of hearing the ad.
• Influence on Purchase Decisions: An incredible 72% of podcast listeners who bought a product or service advertised in a podcast found the podcast advertising influential in their decision.

Ad Frequency and Repetition

• Expected and Acceptable Ad Frequency: Most podcast listeners expect to hear 2-3 ads per podcast episode, with an average of 3.1 ads perceived in their last listened episode. About 56-59% feel the number of ad breaks in their favourite podcasts is just right.
• Repetition Tolerance: While 90% find hearing the same ad once or twice in an episode acceptable, more than that becomes annoying. Specifically, 51% of listeners dislike hearing the same ad more than once in an episode, and 26% report decreased interest in the advertised product due to repetition.

Creative Execution and Preferences

• Ad Skipping Reasons: The top reasons for skipping podcast ads are a lack of interest or relevance (37%) and familiarity with the product/service (28%). However, ads that are interesting, funny, or novel are less likely to be skipped.
• Preferred Ad Types: Host-read ads are highly preferred, although the study found that 75% of listeners do not feel that skipping ads affects their support for the show. Notably, 19% use promo codes to ensure the show gets credit, which is the lowest-cited reason for using them.
• Variety and Creativity: Listeners appreciate variety in ad formats. 57% of respondents would be more tolerant of podcast ads if they were different from typical ads, such as being a mini-drama or a song.

Implications for Advertisers and Podcasters

• Quality Over Quantity: There is no definitive “right” number of podcast ads, but it is clear that excessive ad quantity can harm both the show and the sponsor. Advertisers should focus on creating high-quality, engaging ads to avoid negative perceptions.
• Educating Listeners: Podcasters need to better explain the role of podcast advertising in supporting the show to foster listener support and understanding.
• Avoiding Repetition: Over-repetition of the same ad can lead to annoyance and reduced attention to both the ad and the podcast content. Therefore, maintaining a balance and ensuring ad variety is crucial.

The “Ad Nauseam” report underscores the delicate balance required in podcast advertising. Effective ads are those that respect podcast listener tolerance levels, maintain high creative standards, and avoid excessive repetition. For podcasters and advertisers, understanding and implementing these insights can lead to more effective advertising strategies and a better overall listener experience.

For more detailed insights, you can refer to the full “Ad Nauseam” report.

For more information about podcast advertising, take a look at these blogs:

• The power of podcast advertising: 6 key reasons why it’s a marketing must
• Podcast advertising, partnership or sponsorship – Which is best?
• Maximising returns of podcast sponsorships – 5 tips to measure ROI

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