New research findings highlight the opportunity sports podcast listening presents for brands and marketing teams.
Research from Sport Social Podcast Network and Kantar shows that sports podcasts are more trusted than other channels.
Sport Social’s 2024 Listener Research Report explores how sports podcasts compare to digital channels like X, Facebook, Instagram, TikTok and YouTube when it comes to advertising habits and preferences.
The data was collected from Kantar's TGI GB data and listeners of the Sports Social Podcast Network in collaboration with market research firm Mindfield.
Sports podcast listeners are 2.3 times more likely to trust ads in podcasts compared to print and sports radio audiences, and ads in sports podcasts came in second only to TikTok when it came to ad impressionability.
This trust and engagement may be influencing consumer behavior towards advertising, with sports podcast listeners being 1.3 times more likely to respond to ad promotions compared to other digital channels.
Recent research shows that Sport Social Podcast Network listeners are highly engaged with brands featured by advertisers in the podcasts they enjoy: 55% have visited a brand's website and 40% have purchased a product featured by an advertiser in the podcast.
The report also uncovered positive trends when it comes to the purchasing power of sports podcast listeners, with the average income found to be 32% higher than the UK average.
This is significantly higher than digital channels such as X, where the average income is 8% higher than the UK average, and TikTok, where the average income is 4% lower.
These findings are reflected among Sport Social's listeners overall, with the survey revealing that 78% are homeowners and almost a third (32%) have an annual household income of over £100,000.
The report also questioned perceptions of sports fans, highlighting that they are very physically active (73% exercise), 49% spend money on personal care products and 54% enjoy beer, wine and spirits.
These figures show that by leveraging sports podcasting as part of their marketing strategy, brands and advertisers can reach an affluent audience with high disposable income.
According to the latest IAB/PwC Digital Ad Spending Report, podcast ad spending is growing 23% year-on-year, with the global podcast ad market predicted to reach US$43 billion by 2032.
This points to podcasting playing an increasingly important role in the advertising channel mix as a way to inspire audiences to take action, likely due to the format's perceived more intimate nature than traditional print or radio.
Commenting on the findings, Ruth Fitzsimmons, head of international at Sport Social Podcast Network, said: “The more we know about the sports podcast audience, the more attractive it becomes for advertisers, generating increased interest from bands and agencies looking to incorporate podcasting into their advertising mix.”
“The report shows how podcasting as a channel offers unique audiences, brand engagement and high return on investment alongside traditional linear channels.
“These findings speak to why this is the case: this is a medium with loyal fans who have a deep connection and trust in their favorite sports podcasts, not the one-dimensional consumer we once assumed.”
“This valuable and diverse audience is potentially easier to capture than reaching sports fans through traditional channels. Not only are they more trusting and engaging with podcast advertising, but we may have underestimated their buying power.”
The 2024 Listener Survey can be downloaded here.
