Podcasts Proliferate, Challenge Ad Models, Attract Ads

July 25, Marketing Vox

Podcasts have been propelled into the mainstream since iTunes launched, and they could significantly affect ad models, according to a Nielsen Analytics report.

Nielsen's "The Economics of Podcasting" study found that more than 6 percent of U.S. web users, or nearly 9 million people, have downloaded at least one podcast in the last month, reports the Financial Times. Of those, about 10 per cent are "heavy users," downloading eight or more podcasts a week. Moreover, 38 percent of "active" podcast listeners say they less often listen to the radio now than before they began downloading podcasts.

The most successful podcasts are garnering as many as two million downloads a month, enabling them to attract mainstream advertising. For example, Dixie Paper Company now sponsors the Mommycast Podcast Series starring Gretchen Vogelzang and Paige Heninger.

However, some 60 percent of podcast downloaders - the vast majority of downloaders are men - fast-forward through commercials in their podcasts, according to the research. Women are more likely to do so than men; 67 percent of women say they always fast-forward. Accordingly, advertisers are devising more effective means to reach consumers, such as embedding their messages within the program content or having podcast hosts endorse their products and services.

The survey found that the average length of the podcasts being listened to was 44 minutes. The emergence of video podcasts will likely shorten the average duration.

Related stories:

- Nielsen: Podcasts Gaining Foothold
- Research: Podcasts Penetrate B2B Mainstream
- Ingenio, Podbridge Team for Podcast Pay-per-Call
- Scoble Leaves Microsoft, Joins Video Podcast Startup
- Slate to 'Textcast' on iPod, Lexus to Sponsor
- Podcasts Siphoning Revenue from NPR Stations
- Forrester: Podcast Listeners Still Few

Study: Nine Million Adults Downloading Podcasts

Study: Nine Million Adults Downloading Podcasts Tuesday, July 25, 2006

By Linda Zebian and Marrecca Fiore

 

More than 6 percent of U.S. adults, or about nine million Web users, downloaded podcasts in the last three months, according to a study by Nielsen Analytics. The study titled, "The Economics of Podcasting" is the latest in a series of reports on "uber-media consumers" done by Nielsen, a division of VNU's Media Measurement and Information Group.

 

More than 1,700 participants were surveyed on their podcasting usage. About 6 percent orf respondents described themselves as regular podcast downloaders, 75 percent of whom were male. Approximately 38 percent of active podcast downloaders say they are listening to the radio less often.Other highlights from the study include:

- The most successful podcasts are garnering as many as two million downloads a month.
- Sixty percent of respondents said they "always" fast forward past commercials in their podcasts. Women were more likely to fast forward than men, with 67 percent saying they "always fast forward."
- Advertisers are devising more effective means to reach consumers due to this skipping ability, such as embedding their messages within the program content or having podcast hosts endorse their products and services.
- The average length of the podcasts being listened to was 44 minutes.
- Seventy-two percent of respondents who regularly download podcasts say they download an average of one to three podcasts per week. About 10 percent download eight or more per week.

 

Even though some users are fast-forwarding through commercials, mainstream advertisers are using the medium, according the study, which also points to the importance of measuring podcast usage, so advertisers and the media industry will have a comprehensive picture of who is using the digital multimedia content.

 

"For podcasting to reach its full potential, we will have to find the best ways to keep track of its audiences," added Gerbrandt. "That means developing accurate and comprehensive metrics that will allow podcast producers, distributors and advertisers to answer questions like: 'Who are we reaching?' 'With what kinds of content?' 'When and how often?'"

 

The survey found that the average length of the podcasts being listened to was 44 minutes. This may change with the growing popularity of video podcasts, which generally tend to be shorter, said Larry Gerbrandt, general manager and senior vice president of Nielsen Analytics.. Some 72 percent of respondents who regularly download podcasts say they download an average of one to three podcasts per week. About 10 percent of all podcast downloaders could be characterized as "heavy users", downloading 8 or more podcasts a week. 

Discovery launches multi-platform health unit with ad opps

Discovery launches multi-platform health unit with ad opps

Discovery Communications has formed a new multi-platform health business unit that will incorporate TV, the Web, and video on-demand (VOD), as well as many ad opportunities. The initiative, Discovery Health Media Enterprises, includes the TV networks Discovery Health Channel and FitTV, DiscoveryHealth.com, and Discovery's CME businesses. In October, the new unit will also launch Discovery Health On-Call, Discovery's first stand-alone VOD service. According to Eileen O'Neill, general manager and executive vice president of Discovery Health Channel and FitTV, there are great advertising opportunities for companies across all of the new unit's platforms. "It provides an environment that is focused and relevant to the audience they want to reach," she tells ePharm5. "For VOD in particular, there is the potential for unique, interactive, longer form ads, and these opportunities will continue to grow as the platform grows."