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1、1BackgroundFromhighlypersonalizednicheprogramstobrandextensionsfrommajormedianetworks,podcastingiswheremillionsofmediaconsumersareturningtoforinformation,entertainment,andconnectiontotheworld.Infact,oneoutofthreeAmericanshaslistenedtoapodcastinthepastmonth,accordingtoEdisonResear
2、ch’sannualInfiniteDialstudy.Advertisersaretakingnoticeofthissubstantialaudience,asthreeoutoffouradvertisingmediadecisionmakershavediscussedadvertisinginpodcasts,accordingtoanAdvertiserPerceptionsstudycommissionedbyWestwoodOne.Yet,verylittleresearchhasbeendoneontheadvertisingenvir
3、onmentwithinpodcasts,includingbestpracticesforincreasinglistenerengagementandbrandimpact.WestwoodOnecommissionedastudyofweeklypodcastlistenersandtheirperceptionsabouttheadvertisementsthattheyhearwithinpodcasts.ThisstudywascreatedinconjunctionwithMARU/Matchbox,anationallyrecognize
4、dleaderinconsumerresearch.ThisisthethirdannualstudyinourFallPodcastDownloadseries.Thisstudywasfieldedonlineusinganationallyrepresentativesampleof601respondentswhometthefollowingcriteria:•Adultsovertheageof18•Allrespondentsspentatleastonehourlisteningtopodcastswithinthepastweek•Re
5、spondentswerenotemployedintheadvertising,publicrelations,marketing,marketresearch,radio,television,digital,orpodcastingindustries•SurveyswereconductedbetweenJuly29,2019andAugust10,2019Keyfindings•PodcastNewcomers,thosewhostartedlisteningtopodcastsinthepast6months,skewyoungerandfe
6、male.•Womenarecatchinguptomeninpodcastlistening.SinceJuly2017,averageweeklytimespentandtheaveragenumberofpodcastepisodeslistenedtoanddownloadedareallup.Maleaudiencelevelsarestable.•Brandslookingtoreachcord-cutterscanfindtheminpodcasting.Millennials18-34andfemaleweeklypodcastliste
7、nersaremorelikelytobecord-cutters.•Livepodcasteventsprovidebrandsandpodcastshowswiththeopportunitytoreachdevotedpodcastlistenersthroughanewavenueandcreatebrandedintegrations.•Growthinsmartspeakerusageforpodcastlisteninglagsbehindthatofsmartspeakerownership.•PodcastNewcomersandhea
8、vypodcastlistenersusemoreplatformsandadi
