BBC study reveals unique effectiveness of branded podcasts
Branded podcasts are an effective means of advertising and a powerful addition to the marketing mix, generating real cut-through with audiences – particularly ad avoiders, according to the findings of a new study released by the BBC.
In addition, podcast impact increases when the listener is engaged in other tasks, which is true for 94% of podcast listeners, and therefore represents an entirely separate space for brands to reach their audiences. These are among the findings of Audio: Activated, a new study commissioned by BBC StoryWorks – BBC Global News’s branded content division – and carried out across four continents by neuroscience researchers at Neuro-Insight. It researches the minds of audio listeners to discover the unique benefits of this space for brands.
The study’s key findings include:
• Branding stands out from the content, helping land the message
• Branded podcasts achieve unique cut-through with ad avoiders
• Podcast listeners are active
• Activity makes listeners more receptive
• Branded podcasts drive positive associations
• Podcasts provide extra time for brands
Alistair McEwan (pictured), BBC SVP Commercial Development, APAC, said, “With our long heritage of audio content at the BBC we know it works and have consistently seen the impact it has on our audiences, but we saw a need within the industry to be able to demonstrate this impact for brands. The results from across APAC specifically speak for themselves, namely that not only do podcasts give you access to an almost 20% new and untapped audience of international news consumers but there is a higher level of engagement and emotional intensity that podcasts invoke, driving an 11% uplift in purchase intent.”
Glenn Robbins and Dave O’Neil live
The popular podcast Somehow Related with Glenn Robbins and Dave O’Neil comes alive for the first time ever at a special live recording in front of an audience next month.
On each episode the hosts try and work out how two things are “somehow related”. The Melbourne event will include two podcast recording with the second show featuring a special guest.
The recording takes place on Saturday October 26 at 5pm at the European Bier Cafe basement at 120 Exhibition Street, Melbourne.
Magazine style editors combine for House of Style
Former rival magazine style editors have announced a new podcast promising a deep dive into prominent Australian interior brands, designers, artists, makers, industry personalities and their stories.
Kerrie-Ann Jones was formally the style editor at Bauer Media’s Real Living magazine and Jono Fleming held down the same role at Inside Out. Fleming’s former magazine was launched by News Corp Australia originally, but it moved to Bauer Media last year when Bauer acquired some News lifestyle titles.
The official podcast of Home Beautiful magazine
Another worthwhile listen for style advice comes from the Home Beautiful team every day as they deliver a daily dose, including easy styling hacks, tips and tricks for living beautifully plus plenty of renovation and design advice.
The Pacific podcast, branded The Daily Home Edit, has been launched after the publisher’s recent partnership with Acast.
The bite-size five minute episodes feature many on the magazine’s team and the series launched this week with Home Beautiful managing editor Katrina O’Brien and style editor Fiona Michelon.
Adam Rozenbachs and Wil Anderson live
Another live recording, one that has become an annual event is the joint Junktime/2 Guys 1 Cup podcast. The stars of the two podcasts will be taking the stage at the European Bier Café in Melbourne this Sunday, the day after the AFL Grand Final.
Adam Rozenbachs and Michael Chamberlin from Junktime will be joined by 2 Guys 1 Cup’s Wil Anderson to dissect the Grand Final. Wil’s co-host Charlie Clausen can’t be there, but the podcast will cross to him for his insights.
There were still tickets available at $20 each when we checked Thursday morning.
Emmy Awards: Podcasts with 11 winners + chatter about results
The Emmy Awards were held on Monday morning AEST this week and The Hollywood Reporter is always a good place to go to hear podcasts with some of the winners.
The US trade magazine has separate podcasts with 11 people who won big this year:
RuPaul — best reality-competition program and best host for a reality or competition program (RuPaul’s Drag Race)
Phoebe Waller-Bridge — best actress in a comedy series, best writing for a comedy series and best comedy series (Fleabag)
Billy Porter — best actor in a drama series (Pose)
Seth MacFarlane — best character voiceover performance (Family Guy)
James Corden — best variety special prerecorded (Carpool Karaoke: When Corden Met McCartney Live From Liverpool) and best shortform variety series (Carpool Karaoke: The Series)
Lorne Michaels — best variety sketch series (Saturday Night Live)
Jimmy Kimmel — best variety special live (Live in Front of a Studio Audience: Norman Lear’s All in the Family and The Jeffersons)
Norman Lear — best variety special live (Live in Front of a Studio Audience: Norman Lear’s All in the Family and The Jeffersons)
Jason Bateman — best directing for a drama series (Ozark)
Rosamund Pike — best actress in a shortform series (State of the Union)
Josh Gondelman — best writing for a variety series (Last Week Tonight With John Oliver)
For a local perspective on the Emmys and where to watch those series in Australia check out Mamamia’s daily entertainment podcast The Spill which covers the top pop culture stories of the day, hosted by Laura Brodnik and Kee Reece. The hosts recorded one episode dedicated to the Emmys this week.