The report found that True Crime podcast listeners have unique attributes categorized by mindsets such as curiosity, learning, problem solving, and understanding human behavior. Moreover, the neural state of True Crime content is strongly transferred to the advertisements placed there. As a result, advertising creative that matches the mood, mindset, and motivations of True Crime listeners can enhance brand recall, influence consumer decision-making, and change behavior.
Importantly, we found that True Crime podcast campaigns are a safe and effective engagement method for advertisers, and can be expected to achieve the same level of engagement and memorability as entertainment podcast campaigns. Additionally, True Crime's podcast listener profile provides an ideal audience for advertisers across a wide range of brands, products, and services, not just endemics and brands with obvious connections to the genre.
Peter Pynta, Principal Consultant at Neuro-Insight, commented: The neural data revealed a variety of interesting patterns and relationships. While True Crime's audience engagement has exceeded our global media content benchmarks, the opportunities for advertisers in True Crime are broader and more attractive than we originally envisioned. We've always known that high-quality creative is worth the effort, but adjusting some of the broader environmental attributes of this content can measurably increase the acceptability and effectiveness of your ads. . All of this brings rewards that are worth the effort. ”
This groundbreaking research aims to provide information and context on the opportunity for advertisers who are reluctant to invest alongside True Crime podcast content, despite the category's huge popularity. Created by members of the IAB Australia Audio Council.
According to Triton Digital, five of Australia's top 20 podcasts in January 2024 are in the True Crime genre, which is the third largest podcast category in Australia, with an average weekly listenership of 1 million ( 1,032,850) people. Two-thirds of her podcast listeners are women, and two-thirds of her listeners are between 18 and 44**. According to IAB Australia's Online Advertising Spend Report, total podcast ad spending in 2023 will be $99.1 million, an increase of 21.7% compared to 2022. But despite these numbers, the latest IAB Audio Nation of the Nation Report found that only 22% of agencies invested in true crime content in 2023, compared to 63% of agencies that invested in entertainment podcasts. Ta.
Guy Le Roy, CEO of IAB Australia, added: “Australia’s media owners and content creators have contributed tremendously to the research, research, development and reporting of the incredibly rich and important True Crime podcasts. We're investing resources and time, and as a result, our audiences are devouring them,” he added. We are thrilled that our new report, Crime Pays, proves that True Crime podcasts offer an opportunity for advertisers to consider in their media mix. ”
Key findings for marketers:
- Over 1 million Australian listeners tune into the True Crime podcast every week*.
- The True Crime Podcast Listener Profile provides an ideal audience for advertisers across a wide range of brands, products and services, as well as those with endemic or clear connections to the genre**.
- True Crime Podcasts provide advertisers with a level of engagement and memorability that is known to be effective in influencing decision-making and changing behavior.
- Advertisers can expect the same level of engagement and memorability with True Crime podcast campaigns as with entertainment podcast campaigns.
- Understanding environmental characteristics provides a safe and effective way for brands to participate in the True Crime Podcast.
- As with all advertising, creative is the biggest driver of effectiveness.
This report was supported by Acast.Arn; Tympanum; Newscast; Nine; Nova; SCA; Triton Digital and IAB Australia
