internationalsales@bbc · 0.56 0.62 0.53 0.71 radio benchmark branded podcast (avg across brand...

internationalsales@bbc.comBBC AUDIO:ACTIVATED 2019

“Are branded podcasts effective?” “Do they deliver a

compelling environment for

brands?”

94%

Podcast listeners are active94% of podcast listeners do so while focused on another activity

61%57% 55% 54%

29% 28%24%

21%

TASKS AT HOME

RELAXING AT HOME

DRIVING COMMUTING WORKING OUTDOOR EXERCISE

RUNNING ERRANDS

WORKING OUT AT

THE GYM

Source: BBC Audio: Activated Study, Sept 2019Q16 During which activities are you most likely to listen to a podcast?

KEY FINDING #1For branded podcasts, branding stands

out from content

0.560.62

0.53

0.71

RADIO BENCHMARK BRANDED PODCAST(AVG ACROSS BRAND MENTIONS)

COMPARISON OF ENGAGEMENT FOR BRANDED PODCAST TO AUDIO BENCHMARKS

CO

NT

EN

T

BR

AN

D

CO

NT

EN

T

BR

AN

D

5%

15%

Branded podcasts beat the benchmark when compared to radio

RADIO BENCHMARK SOURCE: Neuro-Insight memory encoding benchmark, based on 4K+ radio spot ads (broadcast and streaming) tested globally for memory encoding performance. Avg length of content: 5-7min. Avg length of ad spot: 30s-60s.

KEY FINDING #2Listeners create implicit associations with the

brand based on words they hear in the podcast

133

141

[BRAND] is‘innovative’

6%

12 mentions of the word ‘innovative’ in podcast

‘innovative’ ‘innovate’ ‘innovated’

Language frequency creates implicit associations with the brand

Pre Post

Implicit Test

KEY FINDING #3Branded podcasts uniquely cut through with ad avoiders

0.565 0.56 0.57

0.69 0.71 0.70

MEMORY ENGAGEMENT EMOTIONAL INTENSITY

TVC Benchmark Branded Podcast

BRANDED PODCAST GROUP AND GLOBAL TV BENCHMARK IN ENGAGEMENT WITH BRAND MOMENTS

22% 27% 23%

Cutting through with ad avoiders

TVC BENCHMARK SOURCE: Neuro-Insight memory encoding benchmark, based on 25K+ TV ad spots tested globally for memory encoding performance. 15s – 90s duration (avg: 30s).

KEY FINDING #4Listening to branded podcast whilst engaged in

an activity increases engagement, emotional intensity and long term memory of the podcast

LONG TERM MEMORY ENCODING

Inactive (Primary) Listeners

Active (Secondary) Listeners

Listening as a secondary activity

BrandMention

Activity reduces listener wear-out

0.88

0.60 0.61

0.410.50

0.68 0.67

1.02

0.74 0.720.76

0.72 0.70 0.71

Brand Moment 1 Brand Moment 2 Brand Moment 3 Brand Moment 4 Brand Moment 5 Brand Moment 6 Brand Moment 7

ENGAGEMENT LEVEL ACROSS DURATION OF PODCAST IN PRIMARY V SECONDARY LISTENING BY BRAND MOMENT

85%

Inactive (Primary) Listeners

Active (Secondary) Listeners

WANT TO KNOW MORE?

Email: internationalsales@bbc.com

BBC AUDIO:ACTIVATED 2019