In every market there are power users - the smaller number of consumers who account for a high degree of demand. In the podcasting space, we call them 'Super Listeners,' These are the people most likely to hear podcasting ads and to really have an opinion about them - how do podcast consumers react to advertising? How do they feel about the role of ads and commercial messages in the content they love? To find out, PodcastOne and Edison Research have produced the first Super Listeners study.
Spoiler alert: Super Listeners are highly receptive to ads, the ads work, and they change purchase behavior and brand perception. But the data is not without a warning to the industry. Watch the on-demand webinar to learn more.
How The Spring 2019 Study Was Conducted: Methodology
1,032 online interviews were conducted in February and March 2019. All respondents reported listing to podcasts for at least 5 hours per week. Data were weighted by age, sex, and race to reflect the demographics of weekly podcast listeners as found in the Infinite Dial 2019.
About Edison Research
Edison Research conducts survey research and provides strategic information in over 50 countries for clients including AMC Theatres, AMC Theatres, Amazon, Apple, The Brookings Institute, Facebook, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, and SiriusXM Radio. The national tracking study The Infinite Dial® and the syndicated Share of Ear® are two of the most widely cited studies in the audio space. Edison is also the leading podcast research company in the world and has conducted research for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the podcasting space. Edison's network of more than 20,000 experienced interviewers allows the company to conduct research in almost any location. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool. For the 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.
PodcastOne, (www.PodcastOne.com) the nation's leading advertiser-supported podcast network, was founded by Norman Pattiz, founder of radio-giant Westwood One. The network currently hosts more than 300 of today's most popular podcasts, including Adam Carolla, Shaquille O'Neal, Steve Austin, Kaitlyn Bristowe, Dan Patrick, A&E's Cold Case, Spencer and Heidi Pratt, Tip "T.I." Harris, Scheana Shay, Heather and Terry Dubrow, Jim Harbaugh, The Ladygang, Dr. Drew, Chael Sonnen, Rich Eisen, Barbara Boxer and hundreds more.