The Medium Moves The Message: A Comparative Assessment of Advertising from Broadcast to Podcast

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Join Tom Webster as he unveils The Medium Moves The Message, a new cross-platform study on advertiser affinity in podcasting and broadcasting.

The Medium Moves The Message is a significant study of consumer perceptions of advertising across three distinct channels - broadcast radio, cable/broadcast television, and podcasting. To do this, we will look at the top five advertisers in each medium, and how a sample of 2000 Americans 18+ respond to various measures of awareness, consideration, and other KPIs for advertising effectiveness.

Among the findings to be discussed:

How the demographic composition of the three media types differs, and how those differences play into consumer perceptions of advertising
A look at the differential receptivity to advertising among regular Podcast, Radio, and TV users
A comparison of brand measures for some of America’s leading advertisers relative to platform usage
Differential responses to brand consideration between heavy users and non-users of the three platforms
The additive effects of combining podcast advertising with campaigns across linear media

Throughout this analysis we will be looking at comparisons of common brand measures using these brands:

DOMINO’S
LIBERTY MUTUAL
PROGRESSIVE
GEICO
SUBWAY
INDEED
UPSIDE
ZIPRECRUITER
BABBLE
BETTERHELP
SHOPIFY
MCDONALD’S
ATHLETIC GREENS

With advertising dollars currently undergoing a “flight to safety,” where can buyers find the biggest bang for their buck?

Join Sounds Profitable’s Tom Webster as he walks attendees through this lively and important study of how these media channels - two linear, one on-demand - are providing differential impacts for brands.

The Medium Moves The Message is the latest study from Sounds Profitable, in conjunction with their research partner, Signal Hill Insights. This study is made possible by the generous sponsorship of SXM Media, Wondery, BetterHelp, Audiohook, NPR, mowPod, Barometer, Soundrise, and ESPN Podcasts.