Branded podcasts are better than TV ads at engaging ad-averse consumers. A BBC study found that listeners who avoid ads are 22% more engaged, emotionally involved, and likely to remember a brand mentioned in a podcast, versus one mentioned in a TV commercial. The same research found that the majority of podcast listeners tune in while doing other tasks, like exercising and errands—and this multitasking actually increases their engagement. YPulse’s entertainment survey shows that 40% of 18-37-year-olds listen to podcasts every week. (Adweek)
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