Westwood One surveyed podcast advertisements and issued a report stating that they may be as effective as TV commercials when it comes to triggering consumer responses and in brand awareness.
The radio giant’s original test was done alongside the ABX (Advertising Benchmark Index). The study compared the ads, online video ads, and TV commercials.
It found that to the service of clear branding, one could compare podcast ads to TV ads. The study used a watch brand, a job site, and a subscription service for grooming.
The study also found podcast ads to be better than TV and online video in CTA metrics.
Westwood One, of course, has stakes in the sector. Together with Cumulus Media, its parent company, the two have significant investments in podcasts.