A bullish forecast for the Aussie podcast landscape
Welcome to Tuesdata, our weekly analysis for Unmade’s paying members.
Below, we examine the state of the Australian podcasting landscape, via new research commissioned by podcast production house Deadset Studios, along with last week’s monthly Australian Podcast Ranker.
Further down, a mixed but largely negative day on The Unmade Index.
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Total recall: How podcasts are emerging as a high advertising retention medium
Seja Al Zaidi writes:
Podcasts are carving out a distinct role in the media landscape as a medium which generates high levels of advertising recall, new Australian research suggests.
The 2023 PodPoll survey, commissioned by podcast strategy and production house Deadset Studios and carried out by research company Insightfully, digs into how regular podcast listeners think about the content they are consuming.
The advertising market for podcasting was worth $82.5m in 2022, according to data released by the Internet Advertising Bureau and Commercial Radio + Audio back in March. It looks set to become a $100m medium this year. The top of the podcast advertising market is dominated by Southern Cross Austereo’s Listnr and ARN Media’s iHeart.
Last week’s PodPoll survey started with an Australian panel of 6,495 people and then focused on the 2,028 respondents who said they listen to podcasts on at least a monthly basis.
Among the key findings was 80% of listeners saying they can recall a specific ad or brand mention within a podcast. The same percentage of people said they could recall a host mentioning a brand or product.
“The likelihood that an ad will be host-read adds some stickiness to that recall,” says Denis Donati, national podcast and digital sales director at ARN.