In the dynamic world of audio advertising, making the right choices can significantly impact the reach and engagement of your brand. While streaming music platforms have gained popularity, they may not always be the most effective means to reach your audience. Let’s dive into why podcasts and broadcast radio should be key players in your advertising strategy.
Fact One: Audience Size and Listening Time
When it comes to ad-supported audio, broadcast radio and podcasts dominate in terms of both audience size and listening time. They offer a unique advantage by capturing significantly more attention compared to music streaming services that prioritize ad-free subscribers.
Podcasts and AM/FM radio represent nearly 9 out of every 10 minutes spent with ad-supported audio (Source: Edison Q2 Share of Ear, 2023).
This statistic alone underscores the immense potential these platforms offer for advertisers.
Fact Two: Complementary Listening Patterns
Understanding how your audience consumes audio content is essential. Radio and podcasts complement each other beautifully because they exhibit opposite patterns of in-home and out-of-home consumption.
Two-thirds of podcast listening happens outside the home, making it an excellent choice for reaching your audience on the go. Meanwhile, one-third of podcast listening takes place in the home. The reverse is true for broadcast radio, ensuring that your message reaches your audience wherever they are (Nielsen Audio Today Report, 2022, A18+; Edison Research).
So, what does this mean for your brand’s advertising strategy?
Incorporating podcasts and broadcast radio into your marketing mix can help you achieve a balanced approach. It ensures that your message reaches your audience effectively, whether they’re commuting, working out, or relaxing at home.
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Don’t miss this opportunity to learn how to elevate your brand with targeted billboard placements, digital ads and even audio ads on platforms like Spotify, Pandora, HBO Max, Hulu, and Netflix. We’re committed to supporting your business journey, one strategic move at a time.
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