Podcast brand lift study forBNR and Bitonic

Insights and results:

• Listeners rate Het Nieuwe Geld with an 8.9!
• 83% of listeners to Het Nieuwe Geld want new episodes;
• Identified which other podcasts the average listener of Het Nieuwe Geld listens to;
• A large majority of listeners to Het Nieuwe Geld are familiar with the podcast's sponsor.
• Listeners are more familiar with the sponsor than the average Dutch person;
• Higher brand preference among listeners compared to non-listeners via Bitonic.

Our approach

For this study, we decided to conduct a Podcast Brand Lift Study. Among other things, this study examined the opinions and knowledge of the average Dutch person in comparison with the listeners of Het Nieuwe Geld. To validate the results, quantitative research was conducted among both our own panel and the listeners of Het Nieuwe Geld. This was done to demonstrate the effects of the collaboration between the two parties and to gain insight into their wishes and expectations.

Results

The results of the survey clearly show that awareness among listeners is significantly higher than among the average Dutch person. Furthermore, the results show that podcast listeners are also more willing to use Bitonic's services. Both Bitonic and BNR have also gained more insight into the wishes and expectations of listeners. In short, this initial measurement confirms the success of the collaboration and provides insights for further improving both the podcast and the collaboration.

Podcast Advertising Impact Monitor

The Podcast Advertising Impact Monitor is a study that provides insight into the effects of podcast advertisements on the advertiser's most important brand KPIs, such as brand awareness, image, and brand preference. The online survey is distributed among listeners, conducted using our panel and the podcast platform. The aim is to provide insight into the impact of advertisements and partnerships within podcasts.

These employees worked on this project

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!