Podcast power
Research shows 95% of listeners are likely to take action after hearing a commercial on a podcast
While podcasts are a relatively new phenomenon in SA, global research from the Interactive Advertising Bureau and Edison Research shows 95% of listeners are likely to take action after hearing a commercial on a podcast. It seems 65% are more willing to consider buying something they learn about through a podcast; 60% of buyers prefer to buy products from firms that advertise on their favourite podcasts; 45% will visit a sponsor’s website after hearing a podcast ad; and 43% of those will then consider making a purchase. While podcast audience numbers are scarce in SA, Gareth Cliff’s Cliff Central reportedly has monthly podcast downloads of more than 500,000 across various shows.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.