Podcasts have created an entire new category of media that only continues to grow in popularity. Nearly half of the United States has listened to a podcast, with 44% of people noting that they have listened to one. Even more, regular podcast listeners average about 7 different shows per week.
For advertisers, this is a dream come true, as they can tap into this growth by sponsoring a local podcast. But what are the actual business benefits to doing so? We've got a list of four reasons why this is a smart advertising move.
1. Reach Niche Audiences
Because podcasts cover specific topics that are tailored to particular interests or demographics, advertising on podcasts allows you to reach audiences in a highly targeted manner. One great example is Jen's Showbiz Pop Quiz Podcast, which focuses on a young female demographic that follows celebrity and entertainment news. This show represents an ideal target audience for a wide range of sponsorships ranging from beauty to health.
In addition, podcast listeners are most likely to be young, educated and affluent. In fact, 67% of podcast listeners are between the ages of 18 and 44, and they’re 45% more likely to have an annual income exceeding $250,000. For this reason, sponsoring a local podcast is the perfect option for marketers aiming to reach this demographic.
2. Leverage Influencers
Podcasts typically have loyal audiences, as hosts have built trust with their listeners over time. This means that these audiences are more likely to trust product and service recommendations from podcast hosts. Additionally, their influence extends beyond the podcast itself; audiences tend to trust show hosts across other media including radio and social media.
At Hubbard, we leverage local radio personalities to host podcasts to draw in loyal radio audiences. After all, eight out of every 10 listeners say they'd consider trying something recommended by their favorite local radio personality. That's a considerable number and a great advantage for advertisers seeking audiences to tap into.
3. Access to a Captive Audience
Podcast listeners are captive and engaged, with 80% of podcast listeners listening to an entire episode or at least most of it. This means that your advertising will get heard, and that it won't matter whether it’s a pre-roll or mid-roll ad.
Podcast audiences are also more likely to respond well to advertising because it doesn't interrupt the show's content. It's easy to integrate messages into the podcast episode, as most are read by the host - minimizing disruption and ensuring that listeners actually receive your message.
For any local business, regardless of your ad spend, this means that your advertising dollars will be better spent. Your messaging will actually get heard by the right people, which can increase your engagement and return on investment (ROI).
4. Audio on the Go
With smartphones as the #1 medium for podcast consumption, it should come as no surprise that listeners prefer podcasts on the go. Almost half of podcast listening is done at home, but 22% of listeners do so while driving and 11% even listen while at their jobs. This is great news for local businesses, as it means you can reach listeners precisely at the point of purchase.
Sponsoring a local podcast is a powerful way to seamlessly integrate your brand into people's lives. You can dig into the specific demographics that are most significant to your brand, and custom-fit your advertising campaigns to fit the topics of greatest interest to them. As a result, you’ll reach a group of engaged and interested customers who are primed to purchase your products or services.