Marketers take note: Listeners say they learned about a brand or product on a podcast

Podcasts have become popular advertising and marketing tools giving brands an opportunity to promote products and services, with 65% of U.S. adults saying they have listened to a podcast in the past three months, reports MediaDailyNews.

Overall, 46% of podcast listeners say they have learned about a new brand or product, and an additional 23% made a purchase of that product based on an ad or sponsorship, according to Cognitive Sciences’ team at AnalyticsIQ.

The most popular products purchased from podcast ads were Food and Beverage at 46%, Health & Wellness at 40%, and Beauty products at 26%.

The data, states MediaDailyNews, “was collected from a large, random sample of the U.S. population. The goal was to analyze current behavior around podcasts and purchasing. It was fielded online. Participants were compensated for their time and informed about the purpose of the study.”