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Sounds Profitable Publishes Brand Safety and Suitability Study Safe and Sound & 7 Other Stories
Episode 43
This week: Sounds Profitable publishes brand safety and suitability study, Edison publishes top podcast networks by reach, Libsyn unveils November 2022 podcast advertising rates, Spotify unveils its top five podcasts in Wrapped, and GroupM and Magna predict a ‘durable’ ad market next year. Sounds Profitable publishes brand safety and suitability study Safe and Sound Manuela: We begin today’s show with something close to home. Yesterday Sounds Profitable debuted its latest research project, Safe and Sound. The first-ever study of brand safety and suitability from the listener’s perspective. “Safe and Sound surveyed a representative sample of 1093 podcast listeners to find out what they consider ‘offensive,’ what they are tolerant of, and how they view the brands that support podcast content when it pushes their boundaries.” The study delivers a wide range of findings, ranging from bombshells like the idea political ads are unpopular with audiences - regardless of political party - to taking the temperature of what audiences consider most offensive. Spoiler alert: people dislike racist language. That said, it looks like offensive content might not be as toxic to a podcast’s overall image as initially assumed. When asked how they felt about brands that advertise or sponsor a podcast where a guest or host said something offensive or uncomfortable, an average of 30% of respondents said their feelings about the brands had not been changed. When presented with the situation of a podcast someone regularly enjoys having an uncomfortable or offensive episode, 49% of respondents said they would stop listening to that particular episode but continue listening in general, while 31% said they’d continue listening to the outlier episode regardless. The data suggests podcast-listening audiences take a more holistic approach to offensive content on podcasts they already have a relationship with. In general, listeners appear to not hold a single out-of-character episode against a podcast they’re familiar with. Edison Top Podcast Networks Shreya: This Tuesday Edison Research published the Q3 edition of U.S. Top Podcast Networks, by Reach. Listeners of The Download might remember Spotify took the lead back in Q2, just edging out SiriusXM Media. This last quarter SiriusXM has overtaken Spotify and returned to the top, leaving the top five at SiriusXM Media, Spotify, iHeartRadio, Audioboom, and NPR, with Wondery eyeing the top five from sixth place. From the Edison blog post: “Within the top ten, the biggest jump in rank goes to Wondery/Audible/Amazon Music, up two rank positions, propelled in part by their acquisitions of major shows like Morbid and My Favorite Murder. Bubbling below the top ten, WarnerMedia gained three levels in rank, now up to 14th.“ Once more SiriusXM takes the top spot, but not without Spotify having broken their streak of having been at the top since Edison first started publishing top network by reach reports. Libsyn Unveils November 2022 Podcast Advertising Rates Manuela: Continuing our unplanned theme of discussing data, let’s take a moment to talk about CPM. Last Thursday Libsyn published the November edition of their monthly CPM rate roundup from AdvertiseCast. “The Company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle. The data is derived from actual sales data across AdvertiseCast’s network of over 3,000 shows, including more than 225 exclusive podcasts.” Rates are continuing to increase, little by little. Last month the averag
Published on 2 years, 5 months ago