We’re in Atlanta on the eve of the Social Shake-Up Show with an unscientific poll. Prior to the official start of the show a quartet of workshops is being offered. The most crowded, by far, will be a session on video; next is a workshop on SEO, followed by one on Customer Journey Mapping.
By a wide margin the least crowded session, based on advance registration, will be a workshop about podcasting. Things might have been different had pre-show shakers seen the data on this page.
Loyal and Patient
What they show is those who listen to podcasts are extremely loyal, listening to an average of 7 per week, up from an average of 5 per week in 2017.
And unlike video viewers, who sometimes turn away from what they’re watching before your brand’s main message is delivered, an overwhelming majority of podcast loyalists (80%) stick for most if not all of a show. It makes sense: podcasts are listened to during relatively lengthy activities. 46% of respondents to a September 2017 Activate survey say they listen to podcasts while in a car; 27% do so while at the gym.
Certainly podcasts remain a niche marketing option, although one that’s growing. It is estimated podcasts will receive some $326 million in U.S. ad spending this year. The figure for 2019 is estimated to be $420 million. By 2020 it will be $534 million, says Bridge Ratings (October 2017). And since podcasts generally are relevant to listeners, those who listen tend to respond to podcast ads at significant rates. 41% looked up the item or service mentioned in a podcast ad, 28% made a purchase, 25% tried the item or service advertised, according to a Magid study from late 2017.
