While there is a library of research showing that podcast advertising is effective for brands, so far there has been limited analysis of the results branded programming produces. Signal Hill Insights is filling some of the gaps with a new benchmark report on this segment. Among the findings is that branded podcasts drive many of the same purchase funnel results that traditional podcast advertising produces.
Analyzing the Brand Series from companies like Google, Dell, Ford, OnStar, Amex, and US Bank, Signal Hill found that brand podcasts improve brand upper-funnel and mid-funnel metrics, such as increased brand awareness, interest, and consideration. states that it will be promoted. Part of the reason for this is due to the impact that brand series have on viewers' opinions of brands. Signal Hill says that in his 86% of branded podcasts he tested, people felt an increased affinity for the brand behind the podcast compared to people who didn't listen to the show. Brands tested by Signal Hill saw an average increase of 8 points in affinity scores, or the number of people who rated the brand as “very good” or “excellent” after listening to the show.
According to Signal Hill, this increase is being driven by a “halo effect” that is felt by brands that host podcasts. On average, 61% of listeners say they have a more favorable opinion of a brand based on having listened to a show produced by that brand. That warm, fuzzy feeling starts with the podcast itself.
The study found a strong correlation between the appeal of branded podcasts and the likelihood that listeners said the podcast made them feel better about the brand. Signal Hill says it may sound like common sense, but benchmarking reports not only provide the industry with evidence to support their recommendations to marketers, but they also provide insight into what's going on in the minds of listeners. He says that he can understand it more deeply.
Signal Hill's benchmark report includes research conducted over the past eight years. President Jeff Vidler said results have improved over time for many branded programs. “Obviously it depends on the podcast, but the top performers have been doing better over the last two to three years,” he says.
Chief Insights Officer Paul Rismandel said branded podcast producers continue to strengthen their strategies, and the fact that the producers the company works with often use research to inform their strategies I think there is a high possibility that there is.
“This shows that a good podcast is a good podcast, whether it’s branded or not,” Riesmandel says. “What's not good are infomercials. But if the content itself is engaging and interesting, the branding itself doesn't detract from it.”
To further explore what appeals to viewers and how that translates into branded series, Signal Hill looked at five different attributes. The biggest attribute that tells viewers that a branded series is likely to influence their decision-making is that they find the show interesting. Four in 10 (39%) say it's the most important thing in deciding whether to listen to a podcast again. A third (32%) said a factor was whether the podcast gained traction.
The good news for producers is that the Signal Hill study found that many shows meet that threshold. According to his research, 65% of listeners said they would listen to another episode, and 64% said they would recommend the series.
“When a podcast provides value, listeners perceive it as a gift,” Vidler says. “A lot of people come to podcasts to learn something new, but all else being equal, they choose a podcast that's interesting and informative. People call it a 'show.' There’s a reason.”
Further down the purchase funnel, data also shows that branded podcasts influence brand recall and purchase consideration. According to Signal Hill, after watching just one episode of him, 51% of his listeners recalled the brand he represented in the series without any prompting. When researchers gave people a list of brands to choose from, 73% identified the correct brand.
Although the report focuses on branded programming, Rismandel said the data shows there are some lessons all podcasters can take away from this study.
“All podcasters want continued listening and engagement. This research shows interesting content and content that grabs listeners' attention and motivates them to listen to another episode and recommend the series.” he says. “This may seem like common sense, but sometimes the brand, producer, or host’s other objectives get in the way of focusing on entertaining listeners.”
Download Signal Hill's 2024 Benchmark Report: Brand Podcast here.
