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The business of podcasting
We'll Be Right Back

We’ll Be Right Back, from Sounds Profitable

· By Tom Webster

Last month, Sounds Profitable released After These Messages, a significant new study examining the relative effectiveness of three different executions of the same ad, with a sample of over 1,000 weekly podcast listeners who listened to the various ad treatments in the context of a show. This study not only measured the appeal of these different executions, but also the differential impact of each on common brand measures such as recall, willingness to consider, intent to research, and other metrics related to the brand and category.

That study contained significant new findings for the podcast industry, but we didn’t have room to include everything we learned! Sounds Profitable is therefore pleased to present the “sibling” to After These Messages, We’ll Be Right Back. This addendum to the main study features new information on demographics, messaging, branding, and even the use of promo codes.

Both studies were designed by podcast and research industry veteran Tom Webster, in partnership with Edison Research, and will be seen as important new resources for publishers and brands.

Download the complete presentation here


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Tom WebsterTom 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.

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