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Home » Internet Trends

Ad potential for UK Podcasts

Submitted by admin on Wednesday, 16 July 2008One Comment
Radio Joint Audience Research Limited (RAJAR) UK’s “Podcasting and Radio Listening via Internet Survey,” conducted in April and May by Ipsos-MORI. More than one-half of responding podcast downloaders said they would be at least somewhat interested in downloading free podcasts that included advertising. Only 31% said they would be interested in paying for ad-free podcasts.

More than four out of 10 UK Internet users ages 16 to 54 have downloaded podcasts at some point, compared with 29.5% of US Internet users, according to Universal McCann’s April 2008 “Power to the People: Social Media Tracker” report.

Regular podcast downloaders are more rare, according to a Wiggin-sponsored study of UK adult Internet users conducted in January by Entertainment Media Research. Only 8% of respondents said they were regular podcast listeners, and only 2% paid to subscribe to podcasts.

Podcast ad skeptics note that not only are regular podcast listeners rare, but podcasting itself is almost by definition a niche medium. Although there are a few podcasts with a mass audience, most reach well under 100,000 listeners.

Boosters of the format say its niche makes for well-targeted audiences, and that podcast advertising networks have the potential to reach across multiple programs with similar listeners

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