In a lovely turnaround, it turns out that the venerable True Crime podcast category helps solve the crimes it documents. We learn this in a new study from Edison Research and podcast network audiochuck. Audiochuck publishes one of genre’s most recognized titles, Crime Junkie.
The just-released study deck is a 37-page evangelization of True Crime. “Creators and advertising brands that partner with True Crime podcasts benefit from being associated with the evolution they’re ushering into the genre.” The idea that True Crime podcasts are catalyzing an evolution is eye-opening. One reason for that claim is the finding that True Crime listeners are helping to solve the cases they learn about. Those listeners also donate to victims at a higher rate than non-listeners.
This study offers seven Key Findings. As you would expect, one of them relates to advertiser benefit:
The Advocacy Angle
Other themes of the study include the category’s popularity, power to convert, victim advocacy, and value to organizations that support crime victims. Notably, the word “advertise” does not appear in the presentation. When it comes to money flow, one focus is the extent to which True Crime listeners donate to related causes, organizations, and directly to victims and families. Audiochuck itself is celebrated as a generous give-back donor to non-profits related to crime victimization — the company has donated $8.5 million to over 150 organizations.
In one impressive case study demonstrating the social value of this podcast brand, Crime Junkie covered the 1981 murder of Father Patrick Ryan and the subsequent conviction of James Reyos. Forty years after that arrest, officials discovered untested evidence that had been sitting idle. The evidence proved James innocent. This discovery was made by two Crime Junkie listeners.
The deck puts some numbers behind the quality of advocacy which appears integral to True Crime podcasting:
Audiochuck defines its specialty — Victim-Centered True Crime — this way: “Responsible and mission-driven storytelling that serves the victim, their loved ones, and the communities they represent with respect and dignity. The goal of Victim-Centric True Crime is to bring awareness and provoke action that directly supports the individuals and causes within the story.”
See much more in the 37-page presentation HERE.
