Publishing

Research Finds Branded Podcasts Are 22% Better Than TV at Engaging Consumers Who Avoid Ads

Ads are more effective when listeners are performing other tasks

White earbuds in black plastic ears — About 94% of podcast listeners do other things while tuning in, researchers found.Getty Images

October 8, 2019

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Self-identified ad avoiders were 22% more engaged, emotionally involved and likely to remember brands mentioned in a podcast compared to TV ads, according to a new study from the BBC.

The study, which was commissioned by the BBC’s branded content division, StoryWorks, found that listeners were 16% more engaged when hearing about a brand on a podcast than when they were listening to the surrounding podcast content. They also had a 12% higher likelihood of remembering the brand than surrounding podcast content.