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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.