71% of podcast listeners are willing to learn more about the brands that advertise on podcasts - higher than any other medium.
Podcast listeners are more attentive to ads - Podcasting led other media tested in the percentage to listen 'all the way through' the ads on podcasts.
For HelloFresh, a very active podcast advertiser, the differential between the general population and podcast listeners was 9% for Awareness, 10% for Favorability, 9% for Consideration, and 13% for Purchase - the highest positive differentials in the study.
Podcast listeners also led all in all four brand metrics for GEICO and State Farm, two of the four metrics for Amazon, and led or were tied for all four metrics for Walmart.
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