Signal Hill Insights has released its second annual benchmark report on branded podcasts. It finds that listeners remain receptive to the shows, with the so-called “halo effect” remaining a key benefit. The data shows 61% of listeners who heard a branded podcast said the show made them somewhat or much more favorable towards the brand. Three in four said a branded podcast kept their attention through an episode, and 63% said they would recommend the podcast.
“Our analyses show that a branded podcast generates return on investment when it delivers value to the listener,” Paul Riismandel, President of Signal Hill Insights, says in a blog post. “Listeners have motivations and needs for listening to podcasts. When a show effectively meets them, then it’s also likely to result in that ROI.”
The findings are based on a survey of more than 15,000 podcast consumers who heard a full episode of a branded podcast.
Lower Street CEO Harry Morton says the research shows that people won’t listen beyond the first few minutes of a branded podcast if they aren’t being entertained or they aren’t interested in the topic.
“You can throw as much money as you like promoting your podcast for more downloads and increase ‘reach,’ but if your show isn’t truly enjoyable, those big numbers will be hollow,” he writes in a social media post. “That’s why the most successful branded podcasts aren’t trying to be the biggest. They’re obsessed with being someone’s favorite.” He says that he has seen relatively “small” podcasts deliver huge business results, because they earned “true fans, not passive listeners.”
As first tipped at the Branded Podcast Summit last month, Signal Hill’s data also shows that brands shouldn’t put their name or product too much in the listener’s face, recognizing content marketing isn’t an infomercial.
Download Signal Hill’s Benchmark Report on branded podcasts HERE.