Podcast listeners are more forgiving than you might think: They’ll tolerate bad language and political views they don’t like. But they won’t sit still for racism, judging by the podcast brand safety & suitability study by Audacy, conducted by Alter Agents.
First, here's the good news about podcast listeners: 80% will listen through ad breaks and 37% can quickly recall the messages.
Why do they listen at all? Of those surveyed, 57% want to be entertained, 55% seek to be informed and 54% expect to hear new things.
Moreover, hosts are widely trusted: 43% of listeners are likely to purchase from host-read ads. And 54% trust hosts to pick worthy sponsors. But 80% say it’s important for hosts to do their research.
Does controversy cause people to stop listening? Not at all: 73% say it doesn’t affect their opinion of advertisers. And almost 50% think well of a brand associated with controversial content.
But there are limits. Here are triggers that will drive podcast listeners away:
Alter Agents surveyed 6,000 listeners from July 28 to August 3, 2023.