Are Host-Read Podcast Ads More Effective?

Advertising & Promotions — Wed., Nov. 25, 2020

Recent research from Nielsen found that host-read podcast ads tend to be more effective in driving recall and other lift metrics, with an average brand recall of 71% compared to 62% for non-host-read podcast ads.

Results showed that host-read podcast ads were more effective in driving familiarity, affinity, info-seek intent, purchase intent, and recommendation intent.

The report was based on data from more than 260 surveys across 240 brands. Listeners were presented with podcast clips to assess the effectiveness of different ad types using brand lift metrics.

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