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Podcasts deliver – for listeners and native advertisers

Jan 12, 2023

Just because we say something is entertaining and effective doesn’t necessarily make it so, right? Sometimes the numbers need crunching to see if a product or service actually lives up to its expectations. That’s certainly true of podcasts, which increasingly seem to be everywhere. But how effective are they, really?

A Belgian first

In Spring 2022 Mediafin commissioned the first large-scale study in Belgium to assess the value of podcasts as a tool for native advertising. Together with Ipsos, a world leader in market research, and the University of Antwerp, we carried out a unique two-part study into the power of podcasts. On the one hand, we are zooming in on the profile of listeners and their attitude to podcasts, and on the other, we are looking into the perception of advertising in podcasts.

The headline figures from the Ipsos research were that 81% of Belgian podcast listeners said they get a better understanding of certain topics, while 79% of listeners said that they find it easier to get information from podcasts than other formats.

The University of Antwerp experiment exposed 1,105 listeners to 16 manipulated audio fragments per medium, with an online survey to question results. The sample size included 563 readers of De Tijd/L'Echo. In the case of podcasts, their recognition of advertisements was a significant 80%, with 84% of listeners remembering the brand mentioned.

Podcasts deliver

Let’s drill deeper into the findings and see what’s going on. Firstly it seems that podcasts really do deliver. Of the 1,500 Belgians (aged 18 to 70) surveyed, over half expressed a preference for podcasts over listening to radio. What’s more, 80% of listeners found that podcasts delivered more knowledge and better interpretation of specific topics than other media. There’s a year-on-year increase in podcast listeners, with 29% of all Belgians currently accessing the medium. For 18 to 24-year-olds, this percentage rises to 47% while the figure is only slightly less, 44%, for 25 to 34-year-old listeners.

What’s more, 36% of people who are currently not listening to podcasts show interest in doing so in the near future. So, clearly, podcasts are doing something right. Part of it is their perceived credibility. On average, podcasts scored 6.6/10 for this factor, compared to 6.4/10 for TV and newspapers, and 6.5/10 for radio. For a relative newcomer to the media mix, podcasts are making their mark.

Quality and relevance

Credibility is one very important factor, but other aspects of the Ipsos survey included podcast use and listening time, the criteria for choosing podcasts, and podcast themes. Among the De Tijd/L’Echo readership, 75% defined a ‘quality podcast’ as one that covers relevant content and topics. ‘Interesting hosts’ were attractive to 40%, while a ‘high-quality publisher’ was valued by 1 in 5 respondents.

The Ipsos survey also revealed that De Tijd/L’Echo readers listen to podcasts 1.7 times more than the average Belgian.

When it came to the recognition of advertisements, the Antwerp University study clearly emphasised the importance of credibility and trustworthiness for native advertising in podcasts.

The subjects of the study had better brand recognition and retention of advertisements, up to 68%, when they perceived the content as authentic and the host as credible. At the same time, they regarded native podcast ads as less intrusive or manipulative. That’s a win-win for both advertisers and listeners, as there’s less tendency to avoid or skip advertising content.

Podcasts can’t be ignored

“Each channel has its own habits, reasons to exist and unspoken rules. This is no different when it comes to podcasts,” Dorien Luyckx, a researcher at the University of Antwerp, said. “For example, listening to podcasts is a far more individual and intense audio experience than radio. Additionally, a more intimate relationship develops between the podcast host and the listeners. A good understanding of and relationship with your podcast audience allows both the makers and advertisers to strongly capitalise on this.”

Mediafin CEO Peter Quaghebeur added that audiences actively seek out podcasts.

“To have a daily podcast date with our audience was a strategic choice,” he said. “79% of the Belgian podcast listeners included in our research indicated they find it easier to access info via podcasts than through other media. As a news channel, it is our task to distribute information in the most accessible way possible. In this regard, podcasts can no longer be ignored.”

A winning formula

The figures are compelling and convincing, with two 2022 surveys showing the truth behind the anecdotal evidence that Belgians in general – and readers of De Tijd/L’Echo in particular – are turning to this refreshing medium. Furthermore, podcasts have been shown to be effective in helping advertisers reach their target audience, and listeners are less likely to turn off or skip advertising content.

The formula for podcasting success? Programmes must have credibility and relevance, coupled with an authentic host and advertisements that avoid being intrusive or seem manipulative.

That’s the Power of Podcasts.

Story by Tom Michiels

Tom Michiels is the Director of Content Republic, the branded content and native advertising unit of De Tijd and L'Echo, the leading business newspapers for the most influential audience in Belgium.

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