New research from Signal Hill Insights reveals that entertainment value is the most critical factor in retaining listeners for branded podcasts, accounting for 39% of audience retention. The study, which analyzed branded podcasts from major companies like Google, Dell Technologies, Ford, OnStar, Amex, and US Bank, also highlights the importance of maintaining listener attention, contributing 32% to retention.
Image Credits: Signal Hill Insights
Branded Podcasts Drive Brand Affinity and Favorability
According to the report, branded podcasts significantly impact brand perceptions:
86% of branded podcasts tested resulted in increased brand affinity.
Brand favorability metrics saw an average lift of 8 points, defined as an increase in listeners rating the brand as “Very Good” or “Excellent” compared to a control group.
61% of listeners reported feeling more favorable toward brands after engaging with their podcast content.
The study also finds a strong correlation between favorability and the podcast’s overall appeal, reinforcing the importance of high-quality programming.
Retention, Recommendation, and Brand Recall
The research reveals promising metrics for audience retention and brand recall:
65% of listeners expressed willingness to listen to additional episodes.
64% said they would recommend the series to others.
Without prompting, 51% of listeners could identify the sponsoring brand after a single episode, while brand recognition jumped to 73% when provided with a list of options.
Case Study: OnStar’s “Tell Me What Happened”
A standout example from the research is OnStar’s “Tell Me What Happened” podcast, now in its fourth season. Produced by Pacific Content and Campbell-Ewald, the series shares stories of individuals helping others during critical moments. Key results include:
For brands hesitant to produce original podcasts, the study offers compelling insights:
A financial basics branded miniseries targeting women resulted in 89% of female business decision-makers rating the sponsor as “Very Good” or “Excellent”—significantly outperforming the control group.
A sponsored bonus episode of a celebrity interview podcast boosted brand favorability among 65% of monthly listeners, with 72% reporting higher purchase likelihood.
Key Elements of Podcast Appeal
Signal Hill’s analysis identifies four critical elements that drive podcast success:
Authenticity: Real voices and genuine storytelling.
Education: Valuable life lessons and learning opportunities.
Enthusiasm: Engaging and passionate participants.
Inspiration: Stories showcasing how skills or actions benefit others.
Branded Podcasts: A “Valued Gift”
The report emphasizes that branded podcasts thrive on opt-in engagement, where listeners actively choose to consume the content. This generates a halo effect, enhancing brand perception. With the medium’s capacity for long-form, focused attention, branded podcasts offer brands a 100% share of voice—a unique advantage in today’s crowded media landscape.
The study recruited hundreds of podcast listeners for controlled exposure to full episodes, followed by surveys comparing brand metrics against a matched control group. Qualitative feedback through open-ended questions provided additional insights into unfiltered listener opinions.
Signal Hill Insights concludes that effective branded podcasts serve as a “gift from the brand to the listener,” driving both engagement and measurable brand lifts.
New research from Signal Hill Insights reveals that entertainment value is the most critical factor in retaining listeners for branded podcasts, accounting for 39% of audience retention. The study, which analyzed branded podcasts from major companies like Google, Dell Technologies, Ford, OnStar, Amex, and US Bank, also highlights the importance of maintaining listener attention, contributing 32% to retention.
Image Credits: Signal Hill Insights
Branded Podcasts Drive Brand Affinity and Favorability
According to the report, branded podcasts significantly impact brand perceptions:
The study also finds a strong correlation between favorability and the podcast’s overall appeal, reinforcing the importance of high-quality programming.
Retention, Recommendation, and Brand Recall
The research reveals promising metrics for audience retention and brand recall:
Case Study: OnStar’s “Tell Me What Happened”
A standout example from the research is OnStar’s “Tell Me What Happened” podcast, now in its fourth season. Produced by Pacific Content and Campbell-Ewald, the series shares stories of individuals helping others during critical moments. Key results include:
Podcast Integration vs. Original Content
For brands hesitant to produce original podcasts, the study offers compelling insights:
Key Elements of Podcast Appeal
Signal Hill’s analysis identifies four critical elements that drive podcast success:
Branded Podcasts: A “Valued Gift”
The report emphasizes that branded podcasts thrive on opt-in engagement, where listeners actively choose to consume the content. This generates a halo effect, enhancing brand perception. With the medium’s capacity for long-form, focused attention, branded podcasts offer brands a 100% share of voice—a unique advantage in today’s crowded media landscape.
The study recruited hundreds of podcast listeners for controlled exposure to full episodes, followed by surveys comparing brand metrics against a matched control group. Qualitative feedback through open-ended questions provided additional insights into unfiltered listener opinions.
Signal Hill Insights concludes that effective branded podcasts serve as a “gift from the brand to the listener,” driving both engagement and measurable brand lifts.
Get the full report here.