In a large-scale project to glean how consumers regard podcast advertisers, audio-first market research firm Signal Hill Insights gathered results from 2024-25 survey results of nearly 39,000 consumers who were exposed to pre-roll, midroll, or post-roll ads. The goal was to create a set of benchmarks illustrating the effectiveness of podcast advertising. The survey was based on a response scale that ranged from familiarity with the brand, to purchasing intent.
The report just released represents the first extrapolation of data, and represents 24,922 consumer respondents.
“We’re digging into how ads perform with different audience demographics and content categories,” Signal Hill states. “We also look at metrics by industry vertical, ad length and integration type, as well as audio vs. video.”
Brand lift is at the heart of this work, and is graphically summarized below:
(Sig nal Hill notes that brand lift includes additional metrics, but the four above are the ost common and standard.
Moving on to the results, the first data set illustrates that women are slightly more responsive than men:
The study also separated audio lift metrics from video lift metrics, with the results (below) showing that video is more persuasive, especially for purchase intent:
The question arises: What category of podcast works best in delivering brand lift? The answer is education and self-improvement podcasts, which lift the entire funnel (brand brand familiarity, rating, consideration, and purchase intent) as shown below.
The source presentation of this study is HERE.
