In a webinar last Thursday as part of the iHeartPodcast Network Speaker Series, Tenderfoot TV Co-Founders Payne Lindsey & Donald Albright discussed the exploding genre of true crime podcasts and why the podcast medium is a powerhouse for advertisers.
According to the webinar, podcasts have the lowest ad-skipping rate (10%) of any medium. Other mediums have a 25% to 95% ad-skipping rate. The webinar highlighted numerous factors for podcasts’ “phenomenally low” ad-skipping rate, including:
- Listeners choose to consume podcast content, and it matches their interests.
- Listeners are supportive and appreciative of podcast ads because they know that by supporting a podcast sponsor they’re supporting the creator of great content.
- Podcast listeners have a relationship with the creator not seen in other mediums.
- The content of a podcast requires focused attention and active listening. Listeners are so honed in with their senses that they’re “frozen in time,” unlike TV viewers who tune out during a commercial break.
Host-read podcast ads are especially effective because creators have control and can personally endorse a product in their own words. By doing so, they tell listeners exactly what they’re supporting when they support the brand.
To learn more about podcast advertising and how your brand can benefit from its unique consumer-creator relationship, contact SMI today.