Source: https://www.insideradio.com
Los Angeles-based agency Be Real Management & Marketing shares this insider radio article on how Podcasting is growing. Podcasting can be a powerful marketing tool in today’s world. The rise of listeners creates more space for individuals and businesses to market to the masses.
According to the latest Nielsen Scarborough Podcast Buying Power report, podcasting’s reach grew by 21% between 2020 and 2021. This surge in popularity has made podcasting a major player in the world of marketing media. The report reveals that nearly a quarter (23%) of U.S. adults aged 18 and older can be reached through podcasting in 2021. Next, we are going to dive deeper into the data to understand how the trend has evolved and who exactly is tuning in.
Rapid Podcast Growth
One of the report’s most significant findings is the rapid growth in podcast listenership among adults aged 35 to 64. The number of people in this age group who listen to podcasts increased by 28% year-over-year. Today, almost a quarter (23%) of 35 to 64-year-olds can be reached via podcasting, making it an ideal platform for marketers targeting this demographic. This is an exciting development because this age group has traditionally been harder to reach through traditional advertising.
Young Adults & Podcasting
Another interesting trend highlighted in the report is that young adults are most receptive to podcast advertising. A third of 18 to 34-year-olds listen to podcasts, up to 28% a year ago. Advertisers highly covet this audience group as they are early adopters of new products and services. Additionally, young adults are more likely to have disposable income that they are willing to spend on premium products and services.
Pandemic Impact On Podcast Listening
The report also reveals how the pandemic has impacted podcast listening habits. Half of the podcast listening happens at home, which is up 10% from three years ago. As more people spend time at home, and podcasting has become a popular form of entertainment and a way to stay informed on current events. This presents an opportunity for marketers to create content tailored to this audience’s needs and interests.
In conclusion, the latest Nielsen Scarborough Podcast Buying Power report shows that podcasting is an increasingly important medium for marketers to reach their target audiences. With a growing number of people tuning in, especially among the 35 to 64 age group, marketers have an opportunity to create engaging and relevant content that resonates with their audience. Additionally, with half of the podcast listening happening at home, marketers can leverage this trend to create content that speaks to the needs and interests of people who spend more time at home due to the pandemic.
Be Real Management and Marketing offers REAL People, REAL Dedication, and REAL Results. If you are interested in learning more about our work, please give us a call at 1-800-470-3758 or fill out the form fill found on our contact us page.