Audio is no longer just putting the radio on in the car on your way to work or radio six while you’re cooking tea. There are a diverse range of listening options, dependent on a person’s interests and listening habits. Mass exposure and reach can still be delivered with a presence across national stations like Kiss, Heart and LBC; but today, audio allows brands to speak to audiences in a more targeted and unique manner.
Podcasts are at the forefront of the growth of audio. According to RAJAR as of this year, an estimated 27% of people listen to a podcast each week, not just as a one off, with 11% of that audience admitting to listening to no radio at all. This gives brands the opportunity to speak to a dedicated, niche audience during their daily routines, whether that’s while they’re on their commute, folding laundry or cooking dinner. Brands can build frequency, build trust and be a constant in people’s lives, whilst also targeting an audience which do not listen to traditional radio.
Rather than reaching a passive audience as with wallpaper TV or traditional mass reach radio, 73% of podcasts are listened to on a smart phone using headphones, creating an engaged, immersive experience for the listener. And, with roughly four million podcasts streamed globally, every niche, genre and passion is catered to.
According to a study by Acast, 64% of people say they give their podcasts their full attention, bs 44% for radio. Further research by Acast revealed that 63% of respondents believe the hosts of their chosen podcasts are trustworthy, with 80% trusting their recommendations.
