Study Says Podcast Listeners Favor Podcast Radio Concept
Podcast Radio reveals that a study by Coleman Insights concludes that 81% of respondents would be very likely or somewhat likely to listen to a radio station that broadcasts curated podcasting content. A description of Podcast Radio was tested via Coleman Insights’ Pod Predictor service. The appeal and
listener likelihood based on a description of Podcast Radio was measured among a panel of 500 18-64-year-old podcast consumers in the United States. Podcast Radio founder and CEO Gerry Edwards says, “Podcast Radio can help radio effectively play offense to the rise of podcasts as an in-vehicle, in-home and mobile entertainment choice. This new data reinforces that strong, engaging, spoken-word content continues to evolve in exciting ways to meet the needs of U.S. listeners. That can enable radio to remain competitive and provide an attractive alternative for radio stations and radio groups.”
In order to measure interest in podcast content pre-launch, Coleman Insights is having 1,000 United States and Canadian podcast listeners (in the 18 – 64 demo) rate podcast show titles and elevator pitches on a one to five scale. Regarding this “Pod Predictor” concept, Coleman Insights vice president/consultant Jay Nachlis comments, “So much money and time is invested in the launch of new podcasts without any intel as to how that content will be received. With ‘Pod Predictor,’ podcasters can determine how appealing their concept is at an affordable price point, allowing them to refine their marketing message before launching it to the public.” Possessing the ability to test one or multiple concepts, “Pod Predictor” is available to individual publishers and networks. Results will be delivered with total results, as well as breakdowns by age, gender, ethnicity, geography, and category interest.