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Understanding the effects of the partnership with Married At First Sight for OFM.
Michael Petit
Client Consultant
Insights and results
- Listeners of "Tip van Jet & Co" rate the podcast with an 8.2!
- Insights and substantive areas for improvement obtained from podcast listeners;
- Consideration of Birra Moretti doubles among listeners compared to non-listeners;
- Brand awareness of Birra Moretti compared to other beer brands.
Our approach
In the study, we delved into opinions and associations about Birra Moretti by conducting a Podcast Brand Lift Study. A distinction was made between 'the average Dutch person (aged 18 and older) and listeners of the podcast 'Tip van Jet & Co'. The study was conducted using an online questionnaire and included n=200 Dutch people (non-exposed target group) and almost n=1,000 listeners of the sponsored podcast episodes (exposed target group). This provided insight into the results for Birra Moretti on the brand funnel (brand awareness, image, brand consideration, and brand preference) and revealed the recognition and impact of the sponsorship.
Results
The results of the Podcast Advertising Impact Monitor are delivered in a dynamic PowerBI dashboard, which both the podcast creators and Birra Moretti itself can use. The dashboard contains all the results, but also allows users to perform their own analyses, filters, and deep dives.
The results of the study clearly show, among other things, that Birra Moretti's top-of-mind awareness is higher among podcast listeners than among non-listeners. Listeners also have four times (!) higher spontaneous brand awareness than non-listeners, and both brand consideration and brand preference are twice as high as among non-listeners. The survey also provided further insights into the collaboration, the campaign, and the quality of the podcast. With these results, the podcast creators can further optimize the podcast to the wishes of the listeners.
Podcast Advertising Impact Monitor
The Podcast Advertising Impact Monitor provides insight into the effects of podcast advertisements on the advertiser's most important brand KPIs, such as brand awareness, image, and brand preference. In addition, listeners are asked what they think of the podcast, so that the creators can also hear what is going well and what could be improved. The online survey is distributed among listeners, conducted with the help of our panel, and among listeners of the podcast.
About Markteffect
We are an independent research agency specializing in providing insights based on market research. This project was made possible by a team of skilled experts with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!
See also
To give you a good idea of how market research works in practice and what it can deliver for you, we have put together a few interesting case studies. You may recognize some of the issues, for example, because you have encountered them within your own organization.
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