If you’re like me you probably listen to podcasts in the car, while you clean, or while you cook. And you have also likely heard hosts provide product endorsements or prerecorded ads played during the podcast. Recently, I have been hearing more brands using this medium as a way to reach consumers. Given my role at NCS, I have also been fielding requests from industry players to measure the sales lift of podcasts for several months now.
I am excited to announce that NCS now enables CPG advertisers to conduct sales lift measurement studies through NCS Podcast Sales Effect beginning this month. Adding this much requested capability furthers our mission to improve the effectiveness of all media, and better service our clients’ needs.
To help better understand the podcast listener and how they feel about advertising during the audiocast, we fielded a consumer sentiment survey.
We found that ads in podcasts have an impact on sales: 42% of consumers have purchased a product they heard advertised during a podcast. We also learned that many people who subscribe to podcasts buy products that are advertised, and the more you subscribe, the more you buy. We even learned that podcast subscribers largely view advertising favorably, and feel the ads are helpful with research and discovering new products.
To uncover how various ad formats or frequencies impact incremental, in-store, and online CPG sales, leverage an NCS Sales Effect study with your favorite podcasting platform, or directly with us. We use the same rigorous discipline and methodology we have been using for over 11 years.
More insights from our consumer survey and Podcast Sales Effect are just a click away.