A study conducted by Guardian and Tapestry surveyed 3,250 UK adults, including 1,458 Guardian users.
With 41% of the overall UK population consuming more podcasts in 2022 than 12 months ago, podcasts are growing at a fast pace. Weekly podcast listeners are 37 years old on average. This is younger than anticipated, compared to the average 45 years of weekly radio listeners.
65% of listeners pay attention to podcast ads, while 39% and 38% of them are attentive to TV and radio ads, respectively. 38% pay "Full undivided attention" to podcast ads, followed by in-print copies of newspapers (27%).
Listeners (51%) said podcast ads made them want to “shop with or buy something” from brands being promoted, compared to the radio (38%). For Guardian’s podcast listeners, in contrast to non-branded podcasts (50%), 62% of listeners found ads on branded podcasts more informative or intriguing.
[3 minute read]