Triton Digital and VTION Digital demonstrate effectiveness of podcast in new study

Triton Digital and VTION Digital demonstrate effectiveness of podcast in new study

The study suggests 40 per cent of respondents trust the audio advertisement that they hear.


Mumbai: The global technology and service provider to the digital audio and podcast industry, Triton Digital, has unveiled the results of their "Podcast Advertising Effectiveness Study," commissioned with VTION Digital Analytics, a leading digital consumer behaviour intelligence platform.

The survey highlights the strong growth of podcast listening in India and the effectiveness of podcast advertising to drive brand and product recall.

According to the study, on an average, audio content consumers in India listen to podcasts three to four times per week. In metro cities, this rate is even greater, with 70 per cent of respondents listening to podcasts weekly and 30 per cent listening daily.

He added, "Our study further demonstrates a high brand recall in the region and a willingness to receive additional advertisements, setting the medium up for a long future of success."

Additional key findings of the study include:

Podcast listeners are willing to listen to ads. In fact, out of the total respondents who have reported ever hearing a podcast ad, 42 per cent had no issues with hearing ads in the middle of podcasts that are free.

Advertising frequently leads to purchases. 80 per cent of listeners who have heard of a product are interested in learning more about it, with 29 per cent claiming to have bought the product they heard advertised.

Podcast advertisements catch people's attention. 40 per cent of listeners state that ads in between podcasts always or often capture their attention, with 40 per cent of these listeners saying they trust these advertisements.

"We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region," said VTION Digital Analytics chief executive officer Manoj Dawane.

"Podcasts are clearly becoming a popular medium in India. It is great to see listeners respond positively to podcast advertisements as well," he concluded.

The report surveyed 354 VTION panellists who defined themselves as podcast listeners between 1 August and 7 August. Triton Digital will be sharing these results at Radiodays Asia, 6-7 September in Kuala Lumpur, Malaysia.

Check the full report here: (Embed Link)