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

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.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.