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KPIs measuring the performance of podcast advertising in Germany in 2018, by format

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Source

Release date

September 2018

Region

Germany

Survey time period

May and June, 2018

Age group

14-69 years

Method of interview

Online survey

Supplementary notes

KPI index assessed through a 20 minutes test. Listeners could choose among four types of podcasts and had no background information about the two advertised brands.

Citation formats

KPIs of podcast advertising in Germany 2018

Published by ÌÇÐÄÆƽâ°æ Research Department, Apr 29, 2020
A study conducted in Germany in 2018 showed that native advertising performed better sponsoring or audio spots in audio podcast. The index registered for aided and spontaneous ad recall amounted to *** and ***, respectively. The advertisement performed in form of infomercials and native advertising achieved higher brand awareness among listeners, as well as a more significant consideration set which indicated a range of perceptions associated with the advertised brand.
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