Edison Research says that data shows moving 5% of the broadcast and cable TV spend in a marketing plan, brands can achieve “outsized results in audience reach.” In this example, using data from Nielsen Podcast Fusion powered by Edison Podcast Metrics, a leading
pharmaceutical brand’s original buy targeting adults 18-54, 100% of the budget was allocated to traditional television, with 87% to broadcast and 13% to cable. This achieved a reach of 39%. By shifting only 5% of the total spend away from the usual go-to television outlets, and into podcasts, reach increased significantly. Reach among those ages 18-54 went from 39% in the old campaign to 55% in the new campaign, a lift of 41%. Note that this is shifting dollars, not adding dollars. The brand reached 26 million additional people without increasing the advertising budget.
