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Who Are Podcasting’s Super Listeners and Why Are They So Important?

PRESS RELEASE — October 17, 2019

Somerville NJ, USA—Topline findings from the first ever Super Listeners study from longtime partners, PodcastOne and Edison Research, were debuted today at the IAB Podcast Upfront in New York. The industry-wide study showcases the power of podcasting’s most active consumers, including how they react to advertising, the role ads play in their listening experience and what the industry must be cautious about in maximizing advertising impact.

Complete findings from the new study will be revealed on Tuesday, October 22nd, at 2 PM EDT, in a live, online presentation. PodcastOne CEO Peter Morris and Edison Research SVP Tom Webster will walk attendees through an exclusive look at podcasting’s heaviest listeners, their attitudes towards advertising, and how they view podcasting in the greater media landscape.

Why Super Listeners Are Significant:
In every market there are power users – the smaller number of consumers who account for a high degree of demand. In the podcasting space, we call them ‘Super Listeners,’ those who spend at least five hours listening to podcasts each week. These are the people most likely to hear podcasting ads and to really have an opinion about them. These Super Listeners are more than just fans of the medium—they are exposed to more messages and ads than the average listener.

Highlights from Today’s Upfront Presentation:

Advertising in podcasts increases favorability for specific brands:

This favorability impacts the thing advertisers care about most, conversions:

The data comes with a warning:

To register for the Super Listeners webinar, featuring the complete study: https://www.edisonresearch.com/super-listeners-2019-from-podcastone-and-edison-research-save-the-date/.

This is a press release which we link to from our daily newsletter about podcasting and on-demand. This is reprinted verbatim; we may rewrite headlines and descriptions. Press releases can be sent to updates@podnews.net

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