A new study co-produced by podcast ad company Gumball, Amazon-owned ART19, and audio research firm Signal Hill Insights seeks to understand the effectiveness of podcast ad types in three specific scenarios:
- Host-Read: a conventional podcast ad voiced by the host of the podcast in which the ad appears
- Talent-Read: an ad voiced by talent from an existing podcast, but who is not featured in the specific podcast where the ad is inserted
- Announcer-Read: an ad voiced by voice talent unaffiliated with a podcast, and who is unidentified
To gain insights, the study addressed a panel of 800 monthly podcast listeners, aged 25-54. Each participant listened to three ad presentations, each viced by podcast host Tom Bilyeu:
- Tom Bilyeu’s podcast
- An “adjacent” podcast topically related to Bilyeu’s podcast
- A “neutral” podcast
The study purpose was to determine how each listening scenario scored in three criteria: Familiarity, Affinity, and Purchase Intent. Those takeaways are illustrated in the graph below:
The study report is more intricate — in its queries and results — than represented here. It’s freely available; get it HERE.
