Host-read podcast ads deliver 50% higher purchase intent

Rob Clapp

An overview of the effectiveness of host-read podcast advertising compared to messages not read by the host.

Host-read podcast ads are more effective than those not read by the host, according to data from Nielsen.

Across a number of brand lift metrics, host-read ads prove more effective. Host-read ads produce an average of a 50% increase in purchase and recommendation intent among listeners when compared to ads not read by the host.

Host-read ads prove even more effective for listeners seeking more information about a product, providing a 60% increase compared to non host-read. A similar uplift can be observed for brand affinity (+67%).

Nielsen also found that 71% of listeners could recall the brand...

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