Unveiling the Surprising Podcast Ad Consumption Habits - Find Out What Over Half of Listeners Are Doing!
Over 40% of podcast listeners actively avoid ads, indicating a significant shift towards ad-free experiences In contrast, only 14% consider ads unintrusive, as per research by YouGov
New research indicates that only a small fraction of podcast listeners are open to advertising through this medium. According to a study carried out by YouGov, just 14% of listeners find ads in podcasts interesting and non-disruptive, while a significant 42% completely skip them. This percentage represents an increase from the previous year when 36% of regular listeners shared this sentiment.
Almost 18% of listeners find podcast ads intrusive but still choose to listen to them, although it's not clear whether they do so to support the podcast or simply because they don't want to skip them. Similarly, 14% of listeners say they don't find the ads particularly intrusive or interesting, compared to 17% in 2019.
Acast, one of the largest podcast advertising platforms, doesn't track ad skipping, so there is no discount based on skipping ads. A spokesperson for the platform states that Acast believes the ability to skip ads doesn't reduce the effectiveness of podcast advertising. In fact, their own research reveals that approximately 64% of podcast listeners pay attention to ads.
"We have a particular emphasis on three segments: pre, mid, and post. By minimizing the amount of advertising clutter, we effectively reduce the likelihood of people skipping the ads. Despite this option to skip, podcast advertising remains highly lucrative, offering a strong return on investment," asserts the statement.
Unlike other podcast platforms, such as Apple's, our platform offers retention analytics that enable users to determine if ads have been skipped.
The YouGov research reveals that among podcast listeners, 44% fall within the 18 to 34 age range, 38% are aged between 35 and 54, and only 17% are above 55 years old. Additionally, these listeners are more likely to be unmarried or without children.
In a similar study conducted in July, YouGov found that 64% of British radio listeners expressed little to no interest in listening to radio advertisements if given the option to avoid them. However, considering that podcasts are typically consumed on platforms that allow for easier skipping, it is probable that a larger number of listeners take advantage of this option.
Brands are increasingly capitalizing on the growing trend of podcast monetization by utilizing branded and sponsored podcasts. Major companies like GE and Sephora have already ventured into branded podcasting, strategically incorporating their branding throughout the episodes to counteract ad avoidance.
The situation is similar when it comes to avoiding TV advertisements. A recent study conducted by Thinkbox indicates that TV and radio ads tend to be consumed in a passive manner and can still have an impact, as long as they are not blocked or skipped.
Podcast advertising relies on being uninterrupted. Previously, podcast advertising mostly involved hosts personally delivering the ads, emphasizing the intimate connection between host and listener as the main incentive to purchase podcast ads. According to the IAB, programmatic tools only made up 1% of podcast ad spending in 2021, but this is projected to significantly rise and make up nearly 20% of podcast ad spending in the US by 2024.
As marketers place greater importance on ROI and shift towards performance-driven metrics, addressing podcast ad avoidance becomes a challenge for both platform holders and marketers.
