2022年播客中品牌安全和适用性.docx

Safe and sound Podcasting,s first look at brand safety and suitability issues from the listeners5 perspective 1,093 total online interviews Adults age 18 and older All respondents reported listening to a podcast in the last month Data weighted to match the sex, age, and ethnicity of monthly podcast listeners from The Infinite Dial 2022SPONSORED BYdisonresearchsxmMEDIAbarometermopodIflbAUDlOHOOKpuISO 爸 opesdzoXooHo-<cAHWaNoM dUJ3wqPOdmoEAOUJO-Oqz UIXSAB ulo SNOd 一II。S9uop 艰 WB I SOl 卷 60luIUESComedyPoliticsMusicTrue CrimeSportsHistoryFood/Cooking26Education25Technology25Business25Podcast categories listened toPercent indicating they "ever" listen to category47363634 3330L sounds'disonresearchsxmMEDIAbarometermopodIflbAUDlOHOOKSPONSORED BYPercent ranking each genre whin top threePercent indicating genre is in top 3SPONSORED BVC jedisonresearchsxmMEDIAbarometermopodlfll AUDIOHOOKONEHave you ever Heard of the following podcasts?% saying yesSPONSORED BVC jedisonresearch心 WaM barometer SXIiimedia opodbetterhelpONEWONDERY fl audiohookHave you ever listened to the following podcasts?% saying yesSPONSORED BVC jedisonresearchsxmMEDIAbarometermopodbetterhelpONEWONDERY fl audiohookobservationsSPONSORED BYSOUNDS 、MTC JedisonresearchsxmMEDIAbarometermopodJflbAUDlOHOOKobservationsWhen brands sponsor content that listeners find Offensive5 podcasting is no different to other media: some listeners WiIl associate the brand with that content.SPONSORED BVC jedisonresearchsxmMEDIAbarometermopodlfll AUDIOHOOKONEHow would you feel about the brand(s) that advertised on/sponsored a podcast where thehost/guest talked about something that offended you or made you feel unmfortable?TotalMuch loweropinion of brandSomewhat IoweropinionNo effectSomewhat Much higher higher opinion opinion1931301010SPONSORED BVC jedisonresearchsxmMEDIAbarometermopodONElfll AUDIOHOOKWould your opinion ofa brand that advertised on/sponsored a podcast with offensive ntent be lower because.?C jedison researchSPONSORED BVsxmMEDIAbarometer mopodbetterhelpWONDERY fl audiohookONEPercent who would uno longer nsider a brand if it advertised on a podcast with offensive ntent,% giving a "4” Or “5”Agree, 38%Do not agree, 62%SPONSORED BYGdisonresearchsxmMEDIAbarometermoodSbetterhelpWONDERY-IflhAUDlOHOOKVONE.Have you ever boytted a brand because they supported a podcast that offended you or made you feel unmfortable?sounds 丁C 7disonresearchSPONSORED BYsxmMEDIAbarometer mouupod3betterhelpWONDERY-Ifll-AUDlOHOOKONE.observationsHowever, what actually offers most podcast listeners falls within a narrow range.SPONSORED BV尸IOIlNDSff jdison researchSXmMEDIAbarometermopodJflbAUDlOHOOK“Do you ever listen to podcasts that involve. 7, Percent saying 'Very Offended/uncomfortable” to hearing a podcast with.SPONSORED BYC JedisonresearchsxmMEDIAbarometermopodbetterhelpWONDERY IflbAUDIOHOOK% saying uvery offeded/ucomfortableSPONSORED BYr SOUNDSdisonresearchsxmMEDIAbarometermopodbetterhelpWONDERYJflhAUDlOHOOKWhich one of the following would make you feel the most offended or umfortable If you heard it on a podcast?% choosing answerdisonresearchSPONSORED BYsxmMEDIAbarometermopodL sounds'IflbAUDlOHOOKLLXooHo-Qnf.AU3<JNOMd>lpa±Jaq8POdmOE£。UJo-OqS1HUIXSS ul OSNOdS1塔出n- LUoa SUqlE SqoobservationsWith the exception of racist material (and to a lesser degree, sexism or ridiculing religion), podcast listeners 18-54 are relatively tolerant of many categories of potentially unsettling content - indeed, many seek it out.SPONSORED BVC jedisonresearchsxmMEDIAbarometermopodONElfll AUDIOHOOKDo you ever listen to podcasts that involve., ?5Swear wordsPolitical views different from yoursDiscussion about vaccinesDiscussion of sexual preferecegeder identityFrank discussions of racial politicsAnti-gun or firearm discussionsPercent saying yes333395418-3435-54 55+Explicit discussions of sex 37SPONSORED BYvdisonresea