Product Type: Market Research Report
Published by: eMarketer
Published: March 2007
Product Code: R203-469Description Attention: Advertising Agencies, Marketers, Television, Radio and Music Producers and Distributors and Marketers, Online Content Sites and Financial Analysts.
The Podcast Advertising report looks beyond the buzz to provide a realistic assessment of the opportunities - and pitfalls - in this still new and, in many ways, unknown channel.
Podcast distribution and viewing mechanisms are proliferating, but even the most widely consumed podcasts typically have under 50,000 downloaders - and most have far fewer.
Although the idea of a developing a deep brand relationship with well-targeted consumers makes podcast advertising appealing, the bottom line is that podcast ads are still a niche proposition.
Nevertheless, eMarketer forecasts that spending on podcast advertising will grow nearly tenfold in the next five years.
Key questions the "Podcast Advertising" report answers:
- How much will be spent on podcast advertising?
- What demographic characteristics do podcast listeners and viewers have in common?
- What are the most effective ways to advertise to podcast listeners and viewers?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Podcast Advertising report aggregates the latest data from a wide range of marketing and communications researchers with eMarketer projections and analysis to provide the information you need to make the right business decisions.Table of Contents CD-Rom Delivery - Site License $2,994.00 Yes
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- Executive Summary
- US Podcast Audience, 2006, 2008 & 2011 (millions)
- US Podcast Advertising Spending*, 2006, 2008 & 2011 (millions)
- Issues & Questions
- The eMarketer View
- Key eMarketer Numbers: Podcast Advertising
- Podvertising Spend Projections
- US Podcast Advertising Spending*, 2006, 2008 & 2011 (millions)
- US Podcast Advertising Spending, 2005 & 2010 (millions)
- US Adult Internet Users Who Have Downloaded a Podcast to Listen to or View at a Later Time, February-April 2006 & August 2006 (% of respondents)
- US Households that Use Podcasts, 2006 & 2010 (millions)
- Awareness and Use of Podcasting by US Consumers, January-February 2006 (% of respondents)
- Audio and Video Podcast Audience in the US, 2006 (millions and % of online population)
- Emerging Communication Tools Used by US Internet Users*, September 2006 (% of respondents)
- Impression that US Internet Users Have of the Companies that Sponsor Advertising on Select Emerging Communication Tools, September 2006 (% of respondents)
- US Internet Users Who Have Downloaded or Streamed a Podcast/Netcast, November 2006 (% of respondents)
- US Internet Users Who Have Listened to a Podcast in the Past 30 Days, May-November 2006 (% of respondents)
- US Weekly Digital Media Users, by Type, 2005-2020 (millions)
- Weekly and Overall Podcast Listeners in the US, 2004-2010 (millions)
- Time Spent Listening to Select Media among US Consumers, Q2 2005-Q3 2006 (hours:minutes)
- Types of Podcast Listening and Viewing Devices Used by the US Podcast Audience, 2006 (% of respondents)
- Audience Demographics
- US Podcast Audience, 2006, 2008 & 2011 (millions)
- Demographic Profile of US Internet Users Who Use Select Emerging Communication Tools, September 2006 (% of respondents)
- Demographic Profile of US Adult Internet Users Who Download Podcasts, February-April 2006 & August 2006 (% of each group)
- Composition Index* of Audio and Video Podcasters in the US, by Age, 2006
- US Internet Users Who Have Listened to a Podcast in the Past 30 Days, by Age, May-November 2006 (% of respondents)
- US Adults Who Receive News via Mobile Phone, PDA or Podcast, April-May 2006 (% of respondents)
- Select Technologies that US Adults Use to Get News, by Age, April-May 2006 (% of respondents)
- US Radio Listeners Who Have Listened to a Podcast in the Past 30 Days, by Age, July 2005-June 2006 (% of respondents in each group)
- Podcasts Downloaded by US Radio Listeners in the Past 30 Days, by Age, June 2006 (% of respondents in each group)
- US Internet Users Who Have Downloaded 10+ Podcasts in the Past 30 Days, by Age, August 2005, July & August 2006 (% of respondents)
- Number of Podcasts that US Internet Users Have Downloaded in the Past 30 Days, by Age, August 2006 (% of respondents)
- Podcast Use by US Radio* Listeners Who Own iPods and MP3 Players, February 2006 (% of respondents)
- Demographic Profile of TraderInterviews.com Podcast Listeners, June 2006 (% of respondents)
- Online Shopping and Buying by the US Podcast Audience, 2006 (% of respondents)
- Podcast Types
- Types of Podcasts that US Podcast Users Have Listened to, September 2006 (% of respondents)
- US Online Leisure Travelers Who Use New Travel Applications, March 2006 (% of respondents)
- Frequency of Podcast Usage according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
- Reasons that B2B IT Buyers Worldwide Listen to Podcasts, June 2006 (% of respondents)
- B2B IT Buyers Worldwide Who Believe that Business and Technology Topics Currently Delivered As White Papers Would Be More Interesting If Delivered As Podcasts, June 2006 (% of respondents)
- Influence of Podcast Content on IT Purchase Decisions of B2B IT Buyers Worldwide, June 2006 (% of respondents)
- Device Used to Listen to Podcasts according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
- Barriers to Podcast Usage according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
- Potential and Pitfalls
- Click-Through Rates (CTR) of Links Used in Podcast Ads, by Ad Type and Location of URL, June 2006
- Attitudes of US Internet Users toward the Quality of Advertising on Select Emerging Communication Tools, September 2006 (% of respondents)
- US Internet Users Who Recall Seeing Advertising When Using Select Emerging Communication Tools, September 2006 (% of respondents)
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