The Advertising Landscape UK

You’re in London. I’m in London. Or you have aggressive FOMO. In any case, nobody has time to read a newsletter this week, so I’ll keep this short.

We released The Advertising Landscape UK this morning with our partner at Sound Insights — the first large-scale study of how British audiences actually experience podcast advertising, benchmarked against 20+ other ad-supported platforms. 5,033 adults. Real comparisons. No hand-waving. Authentic and proper British data, using the same methodology we used for last year’s groundbreaking Advertising Landscape US study.

A few things worth your attention:

43% of British adults listen to an ad-supported podcasts monthly — and 56% of those listen daily or almost daily
79% recalled hearing a podcast ad in the past week, with near-perfect gender parity
44% have made a purchase after hearing a podcast ad
With 18–24s, ad-supported podcasting has pulled ahead of broadcast TV (and tied with 25-34s).

The UK is a very different market with a long heritage of noncommercial, quality content, thanks to the heritage of the legendary BBC. That makes the framing of advertising very different in London than it is in New York. And it is more nuanced than simply proclaiming that the UK is more “ad resistant.” They just have a higher bar. If you vault that bar (and podcasting is more likely to do so than so many other things advertisers spend budget on), podcasting might just be the best way to get invited into the earballs of a discerning potential customer.

We will have a lot more to release from this study over the summer, but for now, enjoy the survey course

Back to the show floor. See you next week from America,

Tom

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About the author

Tom Webster is a Partner at Sounds Profitable, dedicated to setting the course for the future of the audio business. He is a 25-year veteran audio researcher and trusted advisor to the biggest companies in podcasting, and has dedicated his career to the advancement of podcasting for networks and individuals alike. He has been the co-author and driver behind some of audio’s most influential studies, from the Infinite Dial® series to Share of Ear® and the Podcast Consumer Tracker. Webster has led hundreds of audience research projects on six continents, for some of the most listened-to podcasts and syndicated radio shows in the world. He’s done a card trick for Paula Abdul, shared a martini with Tom Jones, and sold vinyl to Christopher Walken.