Podcast advertising

Podcast advertising lets you target a specific listener community. Depending on your target audience’s interests, you ensure the best possible match between your proposition and the podcast topic. This might be achieved in different forms, such as in-podcast spots, an entirely own Brand Story, or sponsoring.

The BNR Het Nieuwe Geld podcast investigates the role of crypto in this monetary system in an independent and critical manner. Bitonic is a bitcoin currency trader allowing you to buy bitcoins online. Bitonic’s sponsoring has a minimal presence in the podcast, but a recent survey shows that the podcast’s listeners perceive the brand more positively compared to non-listeners. Let’s have a closer look at the data below.

Brand associations

Crypto has appeared in a negative light in the news recently. However, the survey shows that 82% of all associations with the podcast and the brand are positive in nature. This demonstrates that when your brand name is associated with a valued podcast, the positive association reflects on the brand. Listeners give the podcast an average score of 8.9.

Despite the sponsor’s minimal presence, a high brand association was measured. As many as 77% of listeners realise that the podcast is sponsored. 95% even know that Bitonic is the sponsor. And this is where the power resides because the market is complex. Competitor names are much alike, so it is highly positive that this new player is quickly recognised by listeners.

Brand awareness

Furthermore, the survey shows that virtually none of the respondents who do not listen to the podcast, know Bitonic. As part of the survey, respondents were shown a list of brand names of similar companies operating in crypto. They were asked to mark the brand names they knew. This is called assisted brand awareness, since respondents do not mention the name themselves but recognise it in the list. In the survey, just 11% said they knew Bitonic in the assisted brand awareness question, contrary to podcast listeners because 15% mentioned they knew Bitonic, and that percentage rose to an amazing 80% in the assisted brand awareness component. Since it is an independent story, the podcast has a very large audience.

Brand preference and consideration

Looking at the number of respondents in the panel who would consider Bitonic, this is 2%. Among podcast listeners, this rose to 33%. The survey also measured preference. 1% of non-listener respondents indicated a preference for Bitonic compared to other brands, which rose to as much as 19% among podcast listeners. In other words, the sponsoring has a high impact on consumer behaviour.

For advertisers, this means that podcasting offers many advertising opportunities. Podcast sponsoring via FD Mediagroep generates proven increased brand awareness, brand preference, and brand consideration. This is shown by the figures for the BNR Het Nieuwe Geld podcast with a whopping 77% positive brand association, 80% assisted name awareness, and 19% brand preference.