In the podcasting space, “Super Listeners” are committed to podcast listening at least five hours a week. “These are the people most likely to hear podcasting ads and to really have an opinion about them,” notes Edison Research—and they are the focus of an upcoming webinar from the research firm and PodcastOne.
“In every market, there are avid users – the smaller number of consumers who account for the majority of demand,” says Tom Webster, Senior VP at Edison Research. “With both direct response and brand advertising increasing over the past few years, how do podcast consumers feel about the role of ads and commercial messages in the content they love? These Super Listeners are more than just fans of the medium—they are exposed to more messages and ads than the average listener, and thus can serve as a kind of ‘early warning system’ on the impact of advertising on podcasting.”
The first Super Listeners study is aimed at gauging consumer opinions on podcast advertising, with a free webinar revealing its results in full, Tuesday, Oct 22, at 2pm (ET). This follows an early look at the study to be presented at the IAB Podcast Upfront in New York City next week. The webinar will be led by Webster and PodcastOne CEO Peter Morris.