[Great Britain recording] Skip happens: Why podcast ads still earn trust

Podcast advertising is now a regular part of many brand media plans, but measuring its impact can be difficult when listeners can skip, multitask, or tune out. So, how do audiences really respond when podcast ads appear?

YouGov experts have surveyed the world’s podcast consumers and have the answers that podcast advertisers are looking for.

YouGov’s Dylan Alderson and Charlotte Clifford explored what podcast listeners really think about advertising, how they respond when ads play, and what those reactions mean for brands investing in the channel.

Watch to learn:

• How podcast listeners respond when ads play during a show
• From skips to checkouts, the actions most commonly taken by listeners after hearing or seeing a podcast ad
• How trustworthy each type of podcast advertisements is, including host-read ads, sponsorship mentions, and pre-recorded brand ads
• How audio and video podcast consumers compare around the world
• Whether or not Brits are embracing the pivot to video
• Which podcast genres and listening occasions are best suited for video or audio

Meet the speakers

Charlotte Clifford, Research Director, YouGov

Charlotte is a Research Director within the Digital Media and Technology sector team at YouGov. With over 20 years experience in the area, she has extensive knowledge and works across a range of clients including broadcasters, publishers and digital services.

Dylan Alderson, Account Director, YouGov

Dylan Alderson is an Account Director at YouGov, where he has spent over five years working with leading media, advertising, agency and tech clients. He partners with organisations to unlock the value of their insight programmes, helping turn complex data into clear, actionable decisions.

YouGov

YouGov is a global research data and analytics group that is powered by reality. Thanks to a unique panel comprising millions of highly engaged members across 64 markets, we deliver unsurpassed accuracy, to inform better, more impactful decisions.

When you want unsurpassed accuracy to inform more impactful decisions, you need real-time, real-world data from real people.

YouGov /Research Reality