Driving Viewing to the New Season of a Hit TV Series
Our client needed to determine the impact of podcast sponsorship on intent-to-view the new season of this TV series, and evaluate the brand fit with a specific podcast in the buy.
Online controlled exposure survey among pre-screened podcast listeners interested in the podcast genre and aware of the TV series. A test sample was exposed to the ad embedded in the podcast with a matching control sample not exposed to the ad or the podcast. The ad creative was played back to the test sample for additional feedback.
Intent-to-view was 16% higher in the test sample. The ad was seen as a natural extension of the podcast, further reinforcing the brand fit.