Source: https://www.radiomatters.org

The growth of audio consumption across various platforms and devices has been phenomenal. Although podcast listeners were once considered a niche audience, the latest statistics reveal that their numbers are rapidly increasing. This blog will explore the differences between podcast and broadcast listeners and their views on broadcast radio. We will also provide real-life examples of marketing media presence to illustrate how businesses can leverage the power of audio to reach out to their target audience.

According to recent data, 72% of adults who have listened to a podcast in the past month have also listened to AM/FM radio. Furthermore, 62% of adults who have listened to a podcast in the past month also listen to the radio. These figures show that while there is some overlap between podcast and broadcast listeners, there are still significant differences.

Regarding radio, 42% of podcast listeners believe that it keeps them informed and up-to-date, while 32% believe it is a good source of learning. This suggests podcast listeners value radio to stay informed and acquire new knowledge. On the other hand, podcast listeners tend to be more interested in niche topics and more engaged with the content they listen to, which sets them apart from broadcast listeners.

The rise in audio listeners has created opportunities for marketers to leverage the power of audio to reach out to their target audience. Advertisers can use podcasts and broadcast radio to reach current and potential consumers of their products and services. For instance, one can use podcast advertising to promote products and services to listeners who are interested in niche topics. Businesses can also use broadcast radio to reach a wider audience and create brand awareness. Audio listeners are a target audience marketers need to be reaching at all times.

Here are five real-life examples of marketing media presence in audio:

1. The New York Times has launched The Daily podcast, which provides a daily news update to listeners. This podcast has become a popular source of news and information, and advertisers can use it to promote their products and services to a highly engaged audience.
2. McDonald’s has launched a podcast called The Sauce, which features interviews with celebrities and other notable figures. This podcast provides a platform for the company to promote its products and services to a broader audience.
3. Gillette has sponsored the podcast How I Built This with Guy Raz, which features interviews with successful entrepreneurs. This sponsorship allows Gillette to reach a highly engaged audience and promote its products to potential customers.
4. Spotify has created several original podcasts, including The Joe Rogan Experience and Reply All. These podcasts have become extremely popular, and advertisers can use them to reach a highly engaged audience.
5. Coca-Cola has launched a podcast called Coca-Cola History, which explores the company’s history and heritage. This podcast provides a platform for Coca-Cola to promote its brand to a broader audience and create brand awareness.

In conclusion, the growth in audio listeners across various platforms and devices has created opportunities for marketers to leverage the power of audio marketing to reach their target audience. Whether it is a podcast or broadcast radio, audio listeners are highly engaged and connected emotionally and intellectually. Advertisers can benefit from using both to reach current and potential consumers of their products and services.

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