65% of Listeners Are Likely to Buy a Product After Hearing an Ad in a Podcast

Study shows how they listen and respond to promos

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The Interactive Advertising Bureau and Edison Research today are releasing new stats on how consumers listen to podcasts and respond to audio-based advertisements.

The new report gives marketers a peek at sentiment about podcast advertising from a poll of roughly 1,000 listeners. More brands and media companies than ever are investing in podcasts, but they're not getting the same types of metrics about audio advertising that other types of digital ads provide—like clickthrough or view rates. While advertisers can see how many people download a podcast, they don't know how long people spend listening or whether they skip over the ads.

Per the report, 65 percent of listeners said podcast ads increase purchase intent while another 45 percent said that they're likely to visit an advertiser's website after hearing an audio promo. Another 42 percent of listeners said they would consider a new product or service after hearing a plug for a brand, while 37 percent use podcast ads to help research brands.

When it comes to how consumers listen to audio programs, 70 percent said that being able to listen to them on-demand is "very important," and 58 percent said they like being able to listen to exclusive content they can't get elsewhere.

The IAB is releasing the stats in conjunction with its second annual Podcast Upfront event in New York, which features presentations by popular podcasters Malcolm Gladwell, Ira Glass and Marc Maron, and companies including NPR, HowStuffWorks and Panoply.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.