internationalsales@bbc · 0.56 0.62 0.53 0.71 radio benchmark branded podcast (avg across brand...
TRANSCRIPT
[email protected] 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
