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Podcast fans houden van reclameboodschappen. Dat is de belangrijkste conclusie van een zojuist gepubliceerd rapport. Hieronder volgt integraal de hele post van expert weblog Podcasting News

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Podcast fans are a fantastic audience for advertisers to reach, according to a new report from Edison Research and the Association for Downloadable Media (ADM). Podcast fans are well off financially, they pay attention to ads in podcasts, they’re hard to reach with traditional advertising and they are 6 times as likely to “enjoy” the ads in podcasts as consumers of traditional media.

In other words – people that can afford to turn away from “interruption” style advertising are doing so, and opt-in podcasts are one of the few ways to connect with them. Highlights of the Podcast Consumer Attitudes study include:

• Podcast fans are significantly more affluent than general population.
• Podcast fans are rapidly turning away from traditional media and “interruption” advertising models.
• 37% of video podcast users and 31% of audio podcast users say they *enjoy* advertising in podcasts. By comparison, only 6% say same of TV and radio.
• Podcasts confer on their advertisers and sponsors a “halo effect; podcast fans give props to the advertiser for sponsoring a show they like.
• Over 70% of active podcast listeners are receptive to sponsorship messages in podcasts.

If further research confirms the findings of this survey, podcast fans could prove to be the ultimate audience for many advertisers. Other highlights of the research:

• One in five active podcast consumers are actively interested in host-read sponsorship messages. Survey respondents believe that podcast hosts/creators are actual users of the goods and services of their sponsors.
• Nearly 4/5 of the survey interviewees listen to podcasts every week, but are not as reachable by other “regular” mass media.
• Podcast fans say it is not just important to be able to “time-shift” their podcast and other media consumption; nearly equally important is the ability to get unique shows [not available outside of podcast medium].
• 90% of those surveyed prefer advertising supported shows vs. ad-free paid subscriptions.
• 3/4 of the respondents use iTunes to find and subscribe and 66% have been listening/watching podcasts for 2 years or more

According to Webster, This study is a “self-selected sample of active podcast consumers. The story is not that they represent the mainstream — it’s that they don’t represent the mainstream, are turning away from traditional media, but are still very receptive to podcast advertising. They aren’t just ‘ad-haters’.”

Dit bericht was geplaatst op 11 March, 2010 om 10:11 am en is gearchiveerd onder Bizcast, Podcasting, RSS, Vidcasting. Je kan de reacties hierop volgen via de RSS 2.0 feed. Je kan een reactie achterlaten, of een trackback vanaf je eigen website.