What are they? – The word “podcast” comes from the first portable, DIGITAL music device, known as the iPod. In fact, it's a combination of "iPod" and "broadcast." The first iPods allowed people to carry their music around as digital files instead of tapes or CDs - and in addition, allowed people to create their own digital files for OTHERS to listen to as well, called podcasts.
Podcasts are digital audio files that can be downloaded to a computer or mobile device that focus on a specific programme. Podcasts vary in topic, but they are typically used for niche areas of broadcasting. There are audio podcasts, video podcasts, enhanced podcasts, and screencasts.
Who listens to podcasts? – Anyone as they’re usually free. Each podcast has its own audience, so programmes are tailored to fit the user. Podcasters are by far the most loyal and engaged audience of any medium out there. When the podcast host speaks in a listener's ear, it feels much more direct, as though the speaker is talking just to the listener. Audience members form relationships with the host and become rapidly loyal to the show.
Where can I download them from? – They’re available on platforms like iTunes, apps from Google Play, host websites like libsyn.com as well as our website, www.successfulwomen.training/podcast.
Why are they so popular? - Listeners can subscribe to specific podcasts, download new episodes, and listen whenever it’s convenient to them. The ability to take a podcast anywhere the listener goes, adds to the loyalty factor. For many listeners, their chosen podcasts become a part of their daily routine, whether on the commute, fitness regime, dog-walking or other activity. As the majority of podcasts are audio, listeners are able to consume even more content, than normal.
This increase in digital media consumption on mobile, as well as the increasing number of podcasts available, has made it far more attractive to both listeners and advertisers. Serial became a huge part of mainstream culture at the end of 2014, as the podcast had 75 million episode downloads after the first season debuted.
Who is listening to podcasts? - The most in-depth research readily available is American based , and conducted by Edison. In the last batch of research, conducted in February 2015, they came up with the following:
- The percentage of Americans who have listened to a podcast in the past month has almost doubled since 2008, from 9% to 17%.
- The percentage listening in 2015 was up two points over 2014 levels (15%).
- One-third (33%) of all Americans (aged 12 and over) say they have listened to at least one podcast.
- Awareness of podcasting among Americans has more than doubled since 2006 to 49%
In the UK some listening figures are provided by RAJAR, who are responsible for radio industry audience ratings.
Following its autumn 2015 research it claims 3.7 million adults listen to podcasts, which equates to around 6.5% of the adult population (OfCom’s last figures from 2010 put it at 7%).
RAJAR also provided a breakdown of device used.
- Smart phone 57%
- Lap tops 16%
- Digital music players 15%
- Tablets 8%
…and the preferred activity of the listeners, with listening while commuting (42%) the most popular, followed by relaxing or doing nothing (34%).
What are the benefits to advertisers? - Usually when a company buys advertising, it is in one publication or on one channel, but one of the biggest benefits of advertising on podcasts, it is rarely just being showcased on the one channel.
Apart from adverts on our podcasts being listened to via mobile apps such as iTunes or Stitcher, the podcast is available on our website, through our social media channels, email newsletters, blogs as well as via the face to face events and networks that we attend.
The Successful Women Podcast Show targets working women, female entrepreneurs as well as aspiring leaders and so has a very targeted demographic that will appeal to many companies. Our audience has made a conscious choice to listen to our podcasts and so are more likely to be invested in the topic and by association the products and services of our sponsors.
Buying power - Research suggests that the podcast listener demographic is typically of a higher income bracket, has higher educational levels and is more likely to buy products as a result of listening to 'their' podcasts.
Permanency - Any adverts on our podcasts remain on the episode for the life of the show, no matter how many times it is downloaded. That listener loyalty also frequently results in the them downloading the whole back catalogue (complete with adverts) of a 'newly discovered' show. Something that is not on offer with any other medium.
Types of advertising - Podcast advertising generally works in two ways – sponsoring a podcast or advertising within a podcast using 10-20 second audio ads.
What is the cost? - A 100- 125 word advert, can be as low as £25 per episode and don't forget - your advert is on that episode as long as it is available to download. We are also very happy to offer discount codes to our listeners to encourage them to visit sponsors websites and make a purchase.
What would it sound like? - Here are two sponsors adverts, a simple advert voiced by the podcast host Gill and one professionally recorded by a voice over expert.
How do I get involved? - To find out more or discuss opportunities for your company, email Gill here