2022年播客中品牌安全和适用性.docx

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1、How likely would you be to stop listening to a podcast if you heard a political ad from a candidate who shares your views?SPONSORED BYSOUNDS 、C3disnrchsxmMEDIAbarometermoodSbetterhelpWONDERY -IflhAUDIOHOOKHow likely would you be to stop listening to a podcast if you heard a political ad from a candi

2、date who ds not share your views?SPONSORED BYSOUNDS 、C3disnrchsxmMEDIAbarometermoodSbetterhelpWONDERY -IflhAUDIOHOOKPercent finding the ben Shapiroshow Very offensive”Percent saying “yes”14209TotalHeard of, never listenedEver listenedBase: Ever heard of The Ben Shapiro ShowSPONSORED BVC jedisonresea

3、rchsxmMEDIAbarometermopodbetterhelpWONDERYlfll AUDIOHOOKONEWould knowing a brand supports The ben Shapiroshow make you feel. Much less favorable toward the brandSPONSORED BYSOUNDS 、f jedisonresearchsxmMEDIAbarometermopod8betterhelpWONDERYIflbAUDlOHOOKVONE Much more favorable toward the brandPercent

4、finding the Rachel maddow show Very offensive”Percent saying “yes”151514TotalHeard of, never listenedEver listenedBase: Ever heard of The Rachel Maddow ShowSPONSORED BVC%disonrchsxmMEDIAbarometermopodbetterhelpWONDERYlfll AUDIOHOOKONEWould knowing a brand supports The Rachel maddow show make you fee

5、l. Much less favorable toward the brandSPONSORED BYWeIiSOnresearchsxmMEDIAbarometermopodSbetterhelpWONDERYIflbAUDlOHOOKVONE Much more favorable toward the brandFinal thoughtsPodcasts are an opt-in medium: people listen to content because they choose to, and generally avoid what is potentially offens

6、ive to them.SPONSORED BYGdisonreserchsxmMEDIAbarometermopodSbetterhelpWONDERYIflhAUDlOHOOKONEFinal thoughtsThe greatest risk for brands advertising in podcasts is association with a problematic host, or with a show that is generally offensive, and not with advertising in an otherwise Uncontroversial show that includes offensive content.SPONSORED BVC jedisonresearchsxmMEDIAbarometermopodbetterhelpWONDERYONElfll AUDIOHOOK