Podcasting Creates Premium Listeners

There is a pretty cool little study over on EMarketer about Podcast listeners.

Podcasts seem to have a love-em/hate-em relationship with those who write about New Media.  On the one hand they are seen as a great way to distribute content to subscribers but they are also blasted for being hard for newbies to grasp and difficult to publicize.

From an advertisers standpoint the number of listeners to a podcast might be important but there are other factors:

“The data suggest audiences are paying close attention to show content and the embedded ads within them which greatly increased ad effectiveness in the studies,” said Doug Keith, president of Future Research Consulting. “The high unaided ad recall figures are no doubt the results of a less cluttered environment.”

“The studies showed a 73% increase in likelihood to use or buy an advertised product,” said Velvet Beard, vice president at Podtrac. “The studies showed that 69% of audience members have a more favorable view of in-show advertisers.”

Those are some pretty compelling numbers.  I am still a big fan of and believer in podcasts though I wonder if the word itself is hurting its ability to grow…

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