[PPT] - Consumer Attitudes on Podcast Advertising January 2010 Tom Webster PowerPoint Presentation

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Consumer Attitudes on Podcast Advertising

January 2010

Tom Webster - Vice President, Strategy and Marketing Edison Research

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How The Survey Was Conducted:

4787 total interviews nationwide Participants were recruited from on-air promotions in podcasts by leading podcast aggregators including: NPR, RawVoice, Revision3 and Wizzard Interviews conducted 10/20 - 11/16, 2009 Data is weighted by age and sex according to national data from the 2009 Edison/Arbitron Internet & Multimedia Survey

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Who Was Interviewed: (Age)

Men 59% Women 41% Under 18 13% 18-24 22% 25-34 19% 35-44 19% 45-54 15% 55 or older 12%

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Who Was Interviewed: (Education)

Graduate Degree

20%

Some Graduate Credits

9%

College Graduate

24%

Some College

27%

High School Graduate

16%

Refused

4%

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Who Was Interviewed: (2009 HH Income)

Under $25,000

13%

$25,000-$39,999

11%

$40,000-$59,999

12%

$60,000-$74,999

9%

$75,000-$99,999

12%

$100,000-$199,999

15%

$200,000 or above

4%

Refused

24%

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Media Consumption & Device Ownership

Section One:

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Nearly four-in-five regularly listen to audio podcasts each week

% saying "Yes"

"Do you regularly watch or listen to (medium) each week?"

79 62 56 55 52 46 43 30

Audio Podcasts Cable Television Network Television Video Podcasts Public Radio Internet/Online Radio Magazines Commercial Radio

20 40 60 80 100

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Portable Device Ownership

% owning device

86 68

Portable Audio Device Portable Video Device

20 40 60 80 100

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MP3-Capable Mobile Phone Ownership

"Do you own a mobile phone that is capable of playing digital audio or MP3 files?"

69 75 61 65 74 80 70 67 50

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

% saying "Yes"

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Nearly half of those who own an MP3-capable mobile phone regularly listen to digital audio on the phone

"Do you regularly listen to digital audio or MP3 files on your mobile phone?"

47 49 42 39 44 49 52 49 47

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

Base: Own an MP3-capable mobile phone

% saying "Yes"

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Video-Capable Mobile Phone Ownership

"Do you own a mobile phone that is capable of playing digital video files?"

52 60 40 46 54 62 54 51 37

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

% saying "Yes"

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Nearly two-in-five of those who own a video-capable mobile phone regularly watch video files on the phone

"Do you regularly watch digital video files on your mobile phone?"

38 39 36 30 36 38 44 43 33

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

Base: Own a video-capable mobile phone

% saying "Yes"

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Mobile Phone Ownership

% owning device

30 11

Apple iPhone Blackberry

10 20 30 40 50

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Podcast Consumption

Section Two:

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Time-shifted watching/listening is the most important podcast feature

"Think specifically about the audio and/or video podcasts you regularly enjoy. How important is each of the following to you?"

2 4 3 4 11 19 20 23 88 77 76 73

20 40 60 80 100

The ability to watch/listen to programs whenever you want The ability to watch/listen to programs wherever you want The ability to watch/listen to programs on demand, the instant you click them The ability to watch/listen to unique content that you cannot get elsewhere

Not Important (1- 3) Important (8-10) Neutral (4-7) Mean 8.3 8.4 8.6 9.1

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Podcast Subscriptions

"Approximately how many different podcasts/downloadable media shows do you subscribe to?"

4 3 7 7 3 3 3 2 10 23 20 28 32 26 22 19 19 25 27 28 25 28 32 27 23 28 20 19 20 18 16 17 19 20 22 20 8 10 5 5 9 9 9 6 6 6 8 4 5 5 7 8 6 8 13 13 14 9 9 14 18 18 10

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

25+ 20-24 15-19 10-14 5-9 1-4 None

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Usage of iTunes for Podcasts

"Do you ever use Apple iTunes to find and subscribe to audio or video podcasts?"

% saying "Yes"

76 72 82 80 70 79 80 80 70

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

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More than one-third listen to ten or more different podcast shows per week

"Approximately how many different podcast shows -- as opposed to episodes of the same show -- do you regularly watch or listen to each week?"

3 1 5 2 1 3 1 2 8 27 20 38 40 31 24 23 22 27 27 28 25 27 30 28 25 27 23 12 14 9 9 13 12 13 14 12 31 37 23 23 26 34 38 35 31

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

10+ 7-9 4-6 1-3 None

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More than six-in-ten have been consuming podcasts for two years or more

"Approximately how long have you been listening to or watching audio or video podcasts?"

6 3 9 9 6 4 3 6 7 8 7 10 17 7 5 6 6 10 21 19 24 35 22 19 19 23 14 44 45 42 31 46 49 43 44 44 22 27 15 8 18 24 29 21 25

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

4+ years 2 years to < 4 years 1 year to < 2 years Less than 6 months 6 months to < 1 year

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Majority prefer advertisements over subscription fee

90% 10%

"Think about the podcasts you watch or listen to regularly. What would be your preferred means to compensate those involved?"

Prefer to listen to or watch advertisements within the audio

r video podcasts

Prefer to pay a small subscription fee for advertising-free versions

f the podcasts

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How much per month would you be willing to pay for a program that you regularly enjoy?

13 14 10 26 14 7 10 6 25 17 16 19 19 9 7 16 32 17 7 8 5 7 10 15 6 5 2 45 48 40 18 41 59 54 47 25 18 13 25 31 27 13 13 11 32

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

Base: Would prefer to pay a small subscription fee

One dollar Two dollars Three dollars Four to Nine dollars Ten or more dollars Mean $5.76 $5.37 $6.26 $5.39 $5.70 $5.34 $5.97 $5.81 $5.84

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Advertising/Sponsorship Attitudes & Behaviors

Section Three:

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Advertising/Sponsorship Attitudes Summary

"On a scale of 1-to-10, please indicate how much you like or dislike the advertising or sponsorship approaches you typically notice on (medium)."

14 13 12 16 16 40 41 48 49 57 66 60 62 54 53 47 37 31 23 24 22 6 6 6

Video Podcasts Audio Podcasts Magazines Public Radio Internet/Online Radio Network Television Cable Television Commercial Radio

20 40 60 80 100

Mean 6.4 6.2 5.9 5.8 5.7 4.2 4.1 3.9 Dislike (1- 3) Like (8-10) Neutral (4-7)

Base: Regularly consume medium

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Agree/Disagree Summary: The products and services you hear advertisements or sponsorships for on (medium) are ones you personally use or purchase

5 5 6 8 7 14 14 20 28 35 31 42 43 51 54 56 48 47 56 43 42 33 30 22 20 14 7 6 7 2 2 2

Video Podcasts Audio Podcasts Magazines Public Radio Internet/Online Radio Network Television Cable Television Commercial Radio

20 40 60 80 100

Disagree Agree Agree Strongly Disagree Strongly

Base: Regularly consume medium

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Agree/Disagree Summary: The products and services you learn about

n (medium) are generally

relevant to your interests

3 3 5 6 6 17 15 17 22 22 25 29 30 52 52 55 49 53 60 52 51 29 30 26 26 22 10 14 13 2 3 2

Video Podcasts Audio Podcasts Magazines Public Radio Internet/Online Radio Network Television Cable Television Commercial Radio

20 40 60 80 100

Disagree Agree Agree Strongly Disagree Strongly

Base: Regularly consume medium

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Agree/Disagree Summary: You are more willing to consider products and services after you learn about them

n (medium)

3 4 6 5 5 15 15 16 21 22 31 25 33 49 51 48 51 54 54 51 50 33 32 32 25 20 8 18 12 3 2 4

Video Podcasts Audio Podcasts Magazines Public Radio Internet/Online Radio Network Television Cable Television Commercial Radio

20 40 60 80 100

Disagree Agree Agree Strongly Disagree Strongly

Base: Regularly consume medium

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Agree/Disagree: When price and quality are equal, you prefer to buy products from companies that advertise on or sponsor the podcasts you regularly listen to or watch

2 3 2 3 2 2 3 1 3 18 14 25 24 15 14 17 23 22 54 54 54 45 54 54 56 54 60 25 30 19 27 28 30 24 22 16

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

Disagree Agree Agree Strongly Disagree Strongly

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Agree/Disagree: Your opinion of a company is more positive when you hear it mentioned on one of the podcasts you regularly listen to or watch

2 2 2 2 2 2 2 1 3 20 15 27 22 16 13 21 24 25 57 59 55 51 58 60 57 56 60 21 24 16 24 24 24 20 19 13

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

Disagree Agree Agree Strongly Disagree Strongly

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Agree/Disagree: You believe that the hosts of the podcasts you regularly consume are actual users of the products/services mentioned on their programs

3 3 5 5 3 4 2 2 5 22 18 31 20 22 20 27 23 25 50 53 43 42 48 51 54 55 52 24 26 22 33 27 25 17 21 18

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

Disagree Agree Agree Strongly Disagree Strongly

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Agree/Disagree: When you hear the hosts of podcasts talk about products and services, you assume they have been paid to discuss them

8 8 7 13 9 8 4 8 4 37 38 34 37 38 36 38 39 30 40 39 43 31 38 39 45 43 54 15 14 16 19 15 17 13 11 12

Total Men Women Under age 18 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

20 40 60 80 100

Disagree Agree Agree Strongly Disagree Strongly

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How do you feel about pre-recorded advertisements from a brand, company or sponsor, when you hear or see them on podcasts you regularly listen to or watch?

21% 41% 35% 2%

Generally dislike them;

ccasionally find them

useful Don't mind them and

ccasionally find them useful

Interested in them and/or

ften find them useful

Dislike them completely and/or never find them useful

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How do you feel about sponsorship messages (e.g., 'This program is brought to you by...') when you hear or see them on podcasts you regularly listen to or watch?

9% 19% 67% 5%

Generally dislike them;

ccasionally find them

useful Don't mind them and

ccasionally find them useful

Interested in them and/or

ften find them useful

Dislike them completely and/or never find them useful

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How do you feel about mentions of products and services that are discussed by the host(s) of the podcasts you regularly listen to or watch?

8% 20% 52% 20%

Generally dislike them;

ccasionally find them

useful Don't mind them and

ccasionally find them useful

Interested in them and/or

ften find them useful

Dislike them completely and/or never find them useful

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Which if any of the following actions have you taken as a result of sponsorship or advertising you have heard or seen in the podcasts you enjoy?

% saying "Yes"

71 62 60 41 40 39 38 38

20 40 60 80 100

Page 1 of 2

Visited a sponsor's Web site Considered a new product or service Gathered more information about a company or product Read a book Purchased a product or service Purchased or downloaded music Saw a movie Watched a TV program

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Which if any of the following actions have you taken as a result of sponsorship or advertising you have heard or seen in the podcasts you enjoy?

% saying "Yes"

37 37 23 18 17 9 10

20 40 60 80 100

Page 2 of 2

Used a promotional or discount code mentioned in the podcast Recommended a product or service to others Visited a store or location Attended a performance, cultural event or exhibit Switched to a different brand of product or service you already use Purchased a product or service for your business None of these

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The Big Picture:

A Podcast media buy is not a redundant buy - it is part of a differential cross media plan

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The Big Picture:

A Podcast media buy is not a redundant buy - it is part of a differential cross media plan Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact

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The Big Picture:

A Podcast media buy is not a redundant buy - it is part of a differential cross media plan Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact Active podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcasts

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The Big Picture:

A Podcast media buy is not a redundant buy - it is part of a differential cross media plan Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact Active podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcasts There is a "halo" effect ascribed to brands, products and services that sponsor podcasts

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The Big Picture:

A Podcast media buy is not a redundant buy - it is part of a differential cross media plan Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact Active podcast consumers are not receptive to interrupt advertising, but they are receptive to targeted messages in podcasts There is a "halo" effect ascribed to brands, products and services that sponsor podcasts Host-read sponsorships are remarkably effective with these active consumers, and should be priced accordingly

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Thank You.

twebster@edisonresearch.com TWITTER: WEBBY2001

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