The survey leads with metrics showing the extent to which podcast listeners avoid or ignore ads in other media categories — TV, billboards, and radio. In their media consumption, many respondents have made choices to pay for an ad-free experience, with 86% subscribing to premium video services. When ads are present in those non-podcast categories, podcast listeners claimed high rates of resistance: 66% said they sometimes or always ignore digital ads online. The rate of sometimes or always ignoring ads was 63% for television commercials, 61% for billboards, and 59% for radio commercials.
In contrast, 81% of the survey participants said they always pay attention to podcast advertisements. More than half (60%) also said they have bought something from a podcast ad. Among people who have listened to a show for four years or more, the rate of making a purchase rises to 72%.
Midroll also shared demographic data from its survey participants. The podcast listeners from this report fit a profile that has emerged over many studies. Midroll’s data found that 66% of its respondents have a bachelor’s degree or more, 66% are between the ages of 18 and 34, and 44% report a household income of $75,000 or more.
In general, podcasts reported strong figures for listener loyalty. The average Net Promoter Score across all Midroll podcasts is 70, compared with a media industry average of 45. Six Midroll shows boasted scores of 85 or higher.