A new report on podcasting from Edison Research and the Association for Downloadable Media (ADM) is out with some very positive news about podcast listenership.
“Podcast fans are well off financially, they pay attention to ads in podcasts, they’re hard to reach with traditional advertising and they are 6 times as likely to “enjoy” the ads in podcasts as consumers of traditional media.”
Highlights of the podcast study include:
* Podcast fans are significantly more affluent than general population.
* Podcast fans are rapidly tuning away from traditional media and “interruption” advertising models.
* 37% of video podcast users and 31% of audio podcast users say they *enjoy* advertising in podcasts. By comparison, only 6% say same of TV and radio.
* Over 70% of active podcast listeners are receptive to sponsorship messages in podcasts.
You can read more about the report and watch a video over on podcasting news.