We’re better at listening to Podcasts when we’re not really listening

A recent study showed that if we combine listening to a Podcast with doing something else, we actually hear more, and retain more of the adverts.

“Test subjects who were asked to scroll through their phones while listening to the podcast ended up being 18% more engaged in the podcast and had a 22% better long-term memory of the podcast than those who weren’t doing anything else while they listened.”

Caitlin Harley, BBC research team

As 94% of podcast listeners consume podcasts whilst they’re doing other things, this study has two pieces of good news:

  • Outcome 1: Podcasts are one of the best ways to reach consumers right now
  • Outcome 2: Advertising via podcasts works between 12 and 16% better than other mediums

Consider the vast potential Podcasts have as an advertising medium: by the end of 2019, its estimated that $67 billion will be spent on Facebook adverts, whereas only $678 million spent on Podcast advertising

This means that for every £1 spent on Facebook, only £0.01 is spent on Podcast adverts

There’s clearly plenty of opportunity for growth here.