Evaluating Brand Lift of Multiple Sponsors in a Single Study
Our client wanted to cost-effectively demonstrate the premium nature of their podcast and its impact on brand lift to multiple sponsors.
Pre-screened podcast listeners were invited to an online survey to listen to two podcast segments. Each segment included an ad, one for each of two sponsors. A parallel survey was conducted with a second set of podcast listeners hearing the same segments, but featuring two different sponsors. Each survey served as a control group for the other, allowing us to look at brand lift for all four sponsors.
Listeners exposed to the ads were, on average, 32% more likely to strongly agree with brand statements reflecting the core message of the ad. More than 3-in-4 said they liked or loved the podcast content, and there was almost universal agreement that the quality of the content was at or above all other podcasts they had listened to.