The research...found that podcasts provide a safe advertising environment for brands, with eight in 10 consumers finding branded podcast messages suitable as long as they are contextually relevant.
The study identified key themes regarding brand safety and suitability in podcast advertising for marketers and consumers. Consumers indicated ads must be a good fit within the content, hosts must be authentic, and controversial topics in the content can be acceptable and even enjoyed as long it is not defamatory towards one group.
Foul language is not a top reason for not listening to a podcast, but where content or hosts cross the line is through racist statements.
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