internationalsales@bbc.com BBC AUDIO:ACTIVATED 2019 Are branded - - PowerPoint PPT Presentation

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Dec 09, 2022 33 likes •166 views

internationalsales@bbc.com BBC AUDIO:ACTIVATED 2019 Are branded podcasts effective? Do they deliver a compelling environment for brands? Podcast listeners are active 94% of podcast listeners do so while focused on another

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internationalsales@bbc.com

BBC AUDIO:ACTIVATED 2019

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“Are branded podcasts effective?” “Do they deliver a compelling environment for brands?”

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94%

Podcast listeners are active

94% 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 2019 Q16 During which activities are you most likely to listen to a podcast?

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KEY FINDING #1

For branded podcasts, branding stands

ut from content

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0.56 0.62 0.53 0.71 RADIO BENCHMARK BRANDED PODCAST

(AVG ACROSS BRAND MENTIONS)

COMPARISON OF ENGAGEMENT FOR BRANDED PODCAST TO AUDIO BENCHMARKS

CONTENT BRAND CONTENT BRAND

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

f content: 5-7min. Avg length of ad spot: 30s-60s.

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KEY FINDING #2

Listeners create im implic icit it associa iations with the brand based on words they hear in the podcast

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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

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KEY FINDING #3

Branded podcasts uniquely cut through with ad avoiders

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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).

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KEY FINDING #4

Listening to branded podcast whil ilst engaged in in an activ ivit ity increases engagement, emotional intensity and long term memory of the podcast

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LONG TERM MEMORY ENCODING

Inactive (Primary) Listeners Active (Secondary) Listeners

Listening as a secondary activity

Brand Mention

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Activity reduces listener wear-out

0.88 0.60 0.61 0.41 0.50 0.68 0.67 1.02 0.74 0.72 0.76 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%

In Inactiv ive (P (Prim imary) ) Lis isteners Act ctiv ive (S (Secondary) ) Lis isten eners

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