Podcast “super listeners” who consume more than eight hours of content weekly show higher engagement with advertisers than casual listeners, according to Nielsen Scarborough Research data, cited by Audacy.
These dedicated listeners are 60% more likely than average to purchase advertised products online and 71% more likely to make in-store purchases of brands featured in their favorite shows.
Podcast Consumption Continues to Expand
Contrary to reports of declining interest, Audacy notes podcast consumption has increased fivefold over the past decade, now representing approximately 20% of daily audio consumption time. The format’s popularity continues to grow as existing listeners deepen their engagement.
“As listeners become more familiar with the medium, they spend more time listening,” writes Deepika Das, Senior Manager of Research & Insights at Audacy, citing Triton Digital research showing that nearly one-third of audiences who began listening more than four years ago now qualify as heavy podcast consumers.
Advertising Effectiveness Rises with Engagement
The research suggests podcast advertisements benefit from the medium’s intimate, one-to-one connection with audiences.
“While social media users scroll away and TV audiences tune out during commercial breaks, podcast listeners are fully engaged,” notes Das.
This engagement, she adds, translates to measurable results, with 76% of heavy listeners reporting that podcast advertisements make them aware of new products and services. Additionally, 57% indicate they’re likely to purchase from companies that sponsor podcasts they regularly consume.
Genre-Specific Opportunities
Audacy highlights genre preferences among super listeners, with true crime, rewatch series, comedy shows, and news and information podcasts demonstrating particularly strong audience engagement.
Popular content includes rewatch series discussing shows like “Severance,” comedy podcasts such as “Fly on the Wall,” and informational series ranging from “Search Engine” to “History That Doesn’t Suck.”
Signal Hill Insights research reveals that entertainment value is the most critical factor in retaining listeners for branded podcasts, accounting for 39% of audience retention.
For marketers seeking more effective consumer touchpoints, Audacy suggests podcasts offer a direct communication channel to audiences during their dedicated “me time,” whether listening through earbuds, smart speakers, or in vehicles.
Podcast “super listeners” who consume more than eight hours of content weekly show higher engagement with advertisers than casual listeners, according to Nielsen Scarborough Research data, cited by Audacy.
These dedicated listeners are 60% more likely than average to purchase advertised products online and 71% more likely to make in-store purchases of brands featured in their favorite shows.
Podcast Consumption Continues to Expand
Contrary to reports of declining interest, Audacy notes podcast consumption has increased fivefold over the past decade, now representing approximately 20% of daily audio consumption time. The format’s popularity continues to grow as existing listeners deepen their engagement.
“As listeners become more familiar with the medium, they spend more time listening,” writes Deepika Das, Senior Manager of Research & Insights at Audacy, citing Triton Digital research showing that nearly one-third of audiences who began listening more than four years ago now qualify as heavy podcast consumers.
Advertising Effectiveness Rises with Engagement
The research suggests podcast advertisements benefit from the medium’s intimate, one-to-one connection with audiences.
“While social media users scroll away and TV audiences tune out during commercial breaks, podcast listeners are fully engaged,” notes Das.
This engagement, she adds, translates to measurable results, with 76% of heavy listeners reporting that podcast advertisements make them aware of new products and services. Additionally, 57% indicate they’re likely to purchase from companies that sponsor podcasts they regularly consume.
Genre-Specific Opportunities
Audacy highlights genre preferences among super listeners, with true crime, rewatch series, comedy shows, and news and information podcasts demonstrating particularly strong audience engagement.
Popular content includes rewatch series discussing shows like “Severance,” comedy podcasts such as “Fly on the Wall,” and informational series ranging from “Search Engine” to “History That Doesn’t Suck.”
Signal Hill Insights research reveals that entertainment value is the most critical factor in retaining listeners for branded podcasts, accounting for 39% of audience retention.
For marketers seeking more effective consumer touchpoints, Audacy suggests podcasts offer a direct communication channel to audiences during their dedicated “me time,” whether listening through earbuds, smart speakers, or in vehicles.