Podcast Advertisements: Host-Learn vs. Sponsor-Learn

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Podcast Ads: Host-Read vs. Sponsor-Read

Host read podcast ads tend to be more effective at driving callbacks and other lift metrics, according to recent research by Nielsen.

The report is based on data from more than 260 surveys among 240 brands. Podcast clips were presented to the audience. It then rated the effectiveness of different ad types using brand lift metrics such as recall, familiarity, and affinity.

Host read podcast ads have an average brand recall of 71% compared to 62% for non-host read podcast ads.

The researchers also found that host-read podcast ads are more effective at promoting familiarity, affinity, information search intent, purchase intent, and referral intent.

About research: The report is based on data from more than 260 surveys among 240 brands. Podcast clips were presented to listeners, and then the effectiveness of different types of ads was rated against brand lift metrics such as recall, familiarity, and affinity.

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