Triton Digital recently released its Podcast Advertising Effectiveness Study findings, commissioned by Indian digital consumer behavior intelligence platform, VTION Digital Analytics, a press release reported.
“We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region,” said Manoj Dawane, CEO, VTION Digital Analytics. “Podcasts are clearly becoming a popular medium in India. It is great to see listeners respond positively to podcast advertisements as well.”
According to the study, podcast listening has skyrocketed in India in recent years, revealing the effectiveness of podcast advertising to drive brand and product recall,” according to a recent survey.
The report also reveals the average times per week India-based audio content listeners select podcasts is 3-4 times. In urban cities, the sum is greater, with 70% of total respondents admitting to listening to podcasts, 30% daily.
Other important findings include podcaster consumers’ willingness to listen to ads in exchange for a free subscription, at 42%, their interest in making purchases after watching ads, at 29%, while 80% of listeners are eager to learn more about a product after hearing about it through an advertisement.
“As a rapidly growing medium in India, podcasts continue to gain significant attention in the Indian market,” said Aditya Summanwar, director of market development, Triton Digital. “Our study further demonstrates a high brand recall in the region and willingness to receive additional advertisements, setting the medium up for a long future of success.”
Triton Digital surveyed 354 VTION panelists “who defined themselves as podcast listeners” between Aug. 1-7 to construct the report. The researcher plans on presenting the results at Radiodays Asia, Sept. 7 in Kuala Lumpur, Malaysia.
The company recently leveraged its collaboration with VTION, which specializes in researching live behavioral data using sets of consumer respondents utilizing patented technology.