Consumers may say they don’t like commercials, but ask whether they would like to hear a podcast from one of their favorite brands, and a much different response is likely. New research shows interest in a branded show nearly as high as a podcast hosted by a favorite celebrity. The data also suggests branded podcasts could help marketers reach consumers that are becoming harder to reach through traditional media channels.
When Sounds Profitable and Signal Hill Insights teamed up last year for their Podcast Landscape report, the online study of 5,071 Americans aged 18 and older revealed just how open listeners are to sponsored content. More than four in ten (43%) people said they would be “very” or “somewhat likely” to consume a podcast about a favorite brand or product — including 15% that were very likely to listen. Nearly six in ten (59%) of those so-called “brand fans” reported listening to a podcast in the past week, with another 20% listening in the past month. But the real boost for the industry overall may come in the 8% who have never listened to a podcast.
“We often think about branded podcasts as a way to amplify a brand. They also could be a way to continue to spread the reach of podcasting,” said Sounds Profitable’s Tom Webster, who detailed the findings in a webinar Wednesday.
Who Are Brand Fans?
The research offers a detailed look at the people who are most open to listening to branded content. The data shows they skew younger than the population overall — 37% are between 18 and 34 — and while the gender balance is closer to the overall population, the gap is smaller than podcasting in general, which leans male. Webster said it means that brand fans lean a little bit more female than the average regular podcast consumer. Brand fans are also more likely to be more recent users of the medium than the average podcast fan.
There are also some noteworthy differences among different ethnic groups. Hispanic and Black consumers over-index for high interest in branded podcasts, while Whites and Asian Americans under-index.
“They’re young, they’re diverse, and they’re potentially a growth vector for podcasting,” Webster said. “They’re ambassadors and evangelists for both brands and the medium, and they see the involvement of a brand as a mark of quality, as a sign that this podcast is potentially worth their time.”
Liz Hames, Director of Audience Growth at the branded podcast producer JAR Audio, says her advice to marketers is to lean into a brand’s existing demographic niche. “Whoever your brand draws in most naturally, lean into that rather than trying to create a show specifically for a demographic. Just to do what you do best, and talk to the people who want to hear from you most,” she said.
The report finds branded podcasts may be a smart addition to a marketer’s outreach since more than half (52%) of those surveyed said they were spending more time with podcasts during the past year. And two-thirds report spending more time with YouTube, with 58% dedicating more time to TikTok. At the same time, this audience of potential branded podcasts report they are spending less time with traditional outlets like broadcast radio, broadcast TV, and cable TV.
“We are looking at an audience that, through a lot of other means, are getting more and more difficult to reach,” Webster said.
Hames said that because this audience can be difficult to reach to market a new branded show, JAR Audio has determined that cross-promotion on other podcasts and other co-promotion opportunities are the most efficient for their clients.
“These are people who come to the show, they sample, and then they come back because they like what they heard, and they listen to multiple episodes again and again. Those are the kinds of listeners that we definitely want to see more of,” she said.
Amazon Senior Podcast Producer Andrea Marquez, who hosts Amazon’s This is Small Business podcast, said brands also need to leverage their other existing outreach, such as on social media where short-form video promos for a podcast can run.
“Because in order to get to a position where you’re top of mind, there needs to be this sense of repetition,” Marquez said. “I also think that it’s about how you can make a show a natural extension of what an audience already engages with.”
Why A Branded Show?
With thousands of podcasters to select from, Webster thinks the reason that branded shows appeal to some listeners is that they are a population that scores much higher on metrics like listening to podcasts as a way to learn about new hobbies. Eight in ten brand fans say that motivates them. “I take that as a sign of curiosity. This is a very activatable and activated audience, so there’s an inherent curiosity to them, very receptive and open to the idea of new content and new content about brands” he said.
The data also shows that eight in ten like to listen while in the car or traveling, with high numbers of brand fans also listening to podcasts when they are driving or are home alone. Webster said producers of branded shows should keep in mind that what they are creating is entertainment, and in some cases, serving as a companion to a listener.
Yet the survey also finds that brand fans are more likely to listen to podcasts with other people — nearly one in three (31%) said they occasionally do, and one in four (26%) said they nearly always listen with others. Both co-listening levels are much higher than overall podcast consumers. “Branded podcasts in general could be a force multiplier for podcasting because they could potentially attract people who aren’t even currently podcast consumers,” Webster said.
Opportunity And Risk Of Comedy
The data also shows that comedy is a genre that interests brand fans, with nearly half (47%) saying they have listened to a comedy podcast in the past month. That compares to 39% for news, 37% for sports, and 35% for true crime.
But Marquez cautions it doesn’t mean that marketers should necessarily set out to make a comedy-based show. Instead, she said that a brand should use a host that has a sense of humor but, more importantly, seems authentic to the listener. A show also needs guests that have the right tone for the listener that’s being targeted.
“Find that right approach to retain both brand alignment while also being engaging and natural,” Marquez said. “Whether it’s comedy or when it comes to branded podcasts, it has to stay as authentic as possible to the audience.”
Hames agrees, saying that while too few branded podcasts are embracing comedy, there is a higher bar to clear for shows in the category. “If you’re not a naturally funny brand, please don’t try and be funny,” she said. “Please don’t start a comedy podcast. It’s just not going to work well for you.”
Download The Power of Branded Podcasts study HERE.