Paul Riismandel
Brands are obsessed with youth. Much of this can be attributed to wanting to leverage the “age of acquisition.” Borrowing from cognitive science, the idea is that when a brand is encountered early in life it’s more likely to be vividly remembered. There’s thought to be a “window of loyalty” – roughly ages 12 to 24 – when long-term brand loyalty starts to take hold, solidifying as people age into their thirties.
With 65% of U.S. persons aged 18 – 34 tuning into podcasts monthly (according to The Podcast Landscape 2025 from Sounds Profitable) the medium has become a desirable vehicle to address that “age of acquisition.”
But what I told you there’s even more opportunity with another age group? What if there’s another “age of acquisition?”
35 – 44 Is the New “Age of Acquisition”
For the last year we’ve been testing brand health measures for 10 top podcast advertisers as part of the quarterly Demos+ survey of monthly podcast consumers that Signal Hill Insights conducts for our partners at Triton Digital. We found something fascinating when we analyzed that data.
What age group is most likely to recall a podcast ad from any one of these top advertisers? It’s consumers aged 35 – 44.
In fact, compared to the average, podcast consumers in this age group are one-fifth more likely to recall an ad for a national wireless provider, one-third more likely to recall an ad for a major department store, a national home improvement retailer, or a prominent technology brand, and 41% more likely to remember one from a major insurance company. This indicates that a 40 year-old listener seems to be paying more attention to podcast ads than a 24 or 54 year-old.
Looking at today’s economic environment, this actually makes sense. Their incomes are rising and they’re focused on how to spend their hard earned salaries. This is also the age range when people are buying homes, accelerating careers, starting families, and securing their financial future. The median age of home buyers in the U.S. is now 40 years-old.
35 – 44s Are Making More Insurance, Home Improvement and Telecom Decisions
This profile becomes clearer when we look at their consumer behaviours. 18% plan to buy life insurance in the next year, 22% plan to purchase home or auto insurance or switch providers, and 23% plan to switch wireless providers – more than in any other age group in the monthly podcast audience. Further underlining the nesting instinct, 40% plan to undertake a home improvement project in the coming year, a rate just barely exceeded by the 42% of those aged 45 – 54.
They’re also focused on their health and fitness. In the last month 45% have gone to a gym to work out, 55% have worked out at home, and 69% have taken supplements or vitamins.
The New “Age of Acquisition” for B2B Brands, too
The impact of the new “age of acquisition” extends beyond household consumption. Podcast listeners 35 – 44 are 42% more likely to be an executive or in the C-suite, and 47% more likely to be a senior decision maker at work. This might be why the podcast campaigns from a prominent e-commerce platform are so memorable – they’re 31% more likely to remember the brand’s ads.
While establishing inroads with young adult consumers remains a priority, most brands should take a fresh look at podcast consumers in the new “age of acquisition” of 35 to 44.
How is your brand performing with this strategically critical segment of podcast consumers? The Signal Hill Insights team can help you close the gap. Get in touch to get the ball rolling.
