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What are the benefits of advertising in a podcast for a brand?Podcast brand lift study

The effects of advertising are made transparent through brand lift studies, ranging from measuring TV advertising to podcast sponsorships. The podcast market in the Netherlands has been growing rapidly for years. The number of listeners has doubled from approximately 25% in 2019 to nearly 50% in 2023. Consequently, podcasts are becoming increasingly popular among advertisers. The question that increasingly needs to be answered is: 'What does advertising in a podcast actually yield for a brand?'. To gain insight into the impact of podcasts as a marketing tool and to measure the success of podcast advertising, Markteffect has developed the podcast brand lift study. 

The podcast as a marketing tool

When listening to a podcast, people usually listen very attentively to the content. This makes the medium particularly interesting for advertisers. Although the reach is significantly lower than, for example, a TV commercial, the attention span is many times higher. The budget for purchasing advertising space is also much lower. Since there is now a podcast available on just about any topic, this makes it a good medium for targeting specific audiences.

marketing funnel

Understanding the impact on the sales funnel

target group 1

Content assessment of the podcast

group team

Benchmark score compared to other advertisers

laptop analytics 1

Reporting in interactive Power BI dashboard

Impact on the sales funnel

Advertising must also generate results. To gain insight into the impact of podcast advertising on a brand's funnel, Markteffect conducts the podcast brand lift study. This study surveys both listeners and non-listeners of the podcast, revealing the impact on several key brand KPIs. Among other aspects, the study examines:

  • Brand awareness
  • Brand image
  • Market consideration
  • Brand preference  

How does the podcast brand lift study work?

Through an online questionnaire administered via Markteffect's Consumer Panel, a representative sample is surveyed, serving as a benchmark target group. Simultaneously, an online questionnaire is distributed among listeners of the relevant podcast, allowing for a comparison of the results.

Because the study has been conducted several times, it is now also possible to benchmark results. It's great when an advertisement leads to an uplift in brand awareness, but how does this score compare to other advertisers?

Some common topics in a brand lift study:

Brand awareness

The popularity among both Dutch people and listeners of the podcast

Brand image

Brand associations and image

Market consideration

To what extent is the brand considered (more often) by listeners?

Podcast rating

Content assessment of the podcast by listeners

Content assessment of the podcast

Questions about the content of the podcast are also asked among the target group of podcast listeners. On the one hand, these questions are added so as not to tire the listener with questions about commercial partners alone; on the other hand, this also contributes to improving the podcast and increases willingness to participate in the survey.

The results are reported in an interactive online dashboard in Power BI, allowing both the podcast and the advertiser to work with the results.

See also

Markteffect Knowledge base Markteffect in the media Our team Target group panels About us

Similar cases

To give you a good idea of how market research for your podcast works in practice and what it can deliver for you in the end, we have put together some interesting case studies for you. You may recognize some of the issues, for example because you have encountered them within your own organization.

FMCG & Food industry Retail research

Birra Moretti Moretti's brand consideration Birra Moretti through podcast sponsorship

Consumer research Financial services

Podcast brand lift study forBNR and Bitonic

Frequently asked questions

What is a podcast brand lift study?

To gain insight into the impact of podcast advertising on a brand's funnel, Markteffect conducts podcast brand lift studies. This involves research among both listeners and non-listeners of the podcast, revealing the impact on several key brand KPIs.

What are the benefits of a podcast brand lift study?

The results of the survey are processed in an interactive online dashboard in Power BI, providing insight into brand awareness, brand image, brand consideration, podcast ratings, and, for example, wishes and open-ended responses for the podcast. 

How is a podcast brand lift study conducted?

For the study, we are looking for listeners of the podcast and non-listeners of the podcast.
Among non-listeners, we measure the general awareness of the brand. The target group of podcast listeners will also be asked questions about their assessment of the podcast's content. On the one hand, these questions are added so as not to tire the listener with questions about commercial partners alone; on the other hand, this also contributes to improving the podcast and increases the willingness to participate in the study.

How do I choose a market research agency?

A market research agency must be a good fit for your needs, but also for your company. We have a checklist of the important variables you should pay attention to.

Click here to download it.

Who is Markteffect?

Markteffect is a strategic market research agency serving as a one-stop-shop for its clients. From our offices in the center of Eindhoven and on the Herengracht in Amsterdam, our team of over 120 professionals works daily to uncover the most relevant data and insights for a wide range of clients.

We are part of The Relevance Group. The Relevance Group consists of several international agencies, each with its own specializations in market research, data science, marketing technology, and AI.

Read more here

Contact us
Joris <span>van Leenders</span>

Joris van Leenders

Client Consultant

040 239 22 90 j.vanleenders@markteffect.nl

What are the benefits of advertising for a brand? The brand lift study provides insights that demonstrate the effect of advertising.