New U.K. solution allows advertisers to evaluate the effectiveness of advertising in podcasts

London, 26 September 2019 – Nielsen today announces the launch of a new measurement tool to evaluate the effectiveness of advertising in podcasts.

With 6 million U.K. adults listening to podcasts on a weekly basis and podcast advertising set to double during the next three years, there is more need than ever for brands to be able to quantify the impact and effectiveness of their podcast ads. This demand is likely to grow as devices like smart speakers are set to increase the popularity of podcasts further, whilst both tech companies and traditional publishers are investing heavily.

This builds on Nielsen’s capabilities in the podcast measurement space in the U.S., where studies found 57% of podcast ads tested outperformed pre-roll video in driving purchase intent and 70% of respondents exposed agreed that the podcast ads increased their awareness of products and services.1

The Nielsen Podcast Brand Effect solution allows advertisers, agencies and media owners to objectively measure the impact of their podcast advertising, giving them the confidence to make decisions on whether to include podcasts in their media spend, which podcasts to invest in and how to maximise potential future spend in this area. The solution measures brand metrics, such as ad recall, brand familiarity, purchase and recommendation intent – as well as content metrics, which include overall rating, host rating, engagement, and intent to share content.

Amanda Woodley, Head of Platforms, Nielsen, said: “With the number of weekly podcast listeners almost doubling in the last five years, advertisers, agencies and media owners, recognise the benefits of this new medium to reach consumers. However, though podcasts are now becoming an essential part of media plans, there remains a broad lack of understanding about their quantifiable effectiveness. Nielsen Podcast Brand Effect will help advertisers to unlock this understanding so they know what formats, types of podcast and audiences work best for their brand.”

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³ Nielsen Podcast Sponsorship Effectiveness: Stats & Stories for courting advertisers and audiences