Better Insight Into “Personal Prime Times” Podcasting Listening Revealed

 IAB Research Identifies Opportunities for Brands to Engage with Consumers Throughout the Day During Their Own ‘Personal Prime Times’

  • The Interactive Advertising Bureau (IAB) released research (3/2018) that shows how consumers are creating their own “personal prime times.” These are points of highly concentrated engagement throughout the day. These can offer valuable advertising opportunities.
  • The study looks at the consumer journey of seven diverse content types—Episodic Shows, Music, News, Podcasts, Short Videos, Social Media, and Weather.
  • The research takes a range of consumer attributes (e.g., age, parental status) and device usage into account, and offers the ability to better target across dayparts and platforms.

Taking a deeper dive into podcast listening from this research.

Listen to Podcasts: Reach-only View

17% of adults 18+ consumers say they regularly listen to podcasts.

The traditional view of Prime Time is focused on Reach – that is, when the MOST people are engaged

  • Early AM – 14%
  • Late AM – 14%
  • Afternoon – 21%
  • Early PM – 18%
  • PM – 20%
  • Late PM – 7%
  • Various times – 24%
  • All day – 6%

 

The Reality – Podcast Consumers Engage Throughout The Day

51% of podcast consumers who say they regularly listen to podcasts say they do so multiple times during a typical day.

  • Single daypart – 46%
  • Multiple specific dayparts – 21%
  • Various times throughout the day – 24%
  • All day – 6%

The Reality – Multiple Engagements Per Day Are Common

The pattern of multiple engagements per day varies and varies by generation.

Millennials –

  • Single daypart – 36%
  • Multiple specific dayparts – 28%
  • Various times throughout the day – 26%

Generation X

  • Single daypart – 54%
  • Multiple specific dayparts – 18%
  • Various times throughout the day – 19%

Boomers

  • Single daypart – 46%
  • Multiple specific dayparts – 15%
  • Various times throughout the day – 33%

Parents

  • Single daypart – 52%
  • Multiple specific dayparts – 22%
  • Various times throughout the day – 17%

Non-parents

  • Single daypart – 40%
  • Multiple specific dayparts – 20%
  • Various times throughout the day – 30%

 

The Reality – Need Drives The “Why” For Each Podcast Listener Engagement

Participants were asked, “Why do you listen to podcasts on each type of day? Think about the time you listen to podcasts the most?”

  • Early AM – “To Learn” – 53%
  • Late AM – “To Learn’ – 60%
  • Afternoon – “To Be Entertained” – 59%
  • Early PM – “To Be Entertained” – 63%
  • PM – “To Be Entertained” – 60%
  • Late PM – “To Learn” – 58%
  • Various times – “To Be Entertained” – 60%
  • All day – “To Learn” – 62%

 

The Reality – Podcast Consumers Concentrate During Each Engagement

The level of concentration podcast consumers report having when listening peak at several points throughout the day.

Participants were asked, “Think about the time you said you listen to podcasts. How much are you concentrating on it when you listen to podcasts?”

  • Early AM – 70%
  • Late AM – 62%
  • Afternoon – 61%
  • Early PM – 75%
  • PM – 72%
  • Late PM – 67%
  • Various times – 55%
  • All day – 71%

 

The Reality – Podcast Listening Creates Value Across The Day

The level of value podcast listeners report when they listen to podcasts is consistently strong, with peaks at several points throughout the day.

Participants were asked, “Think about the time you said you listen to podcasts the most. How much value does this activity give you?”

  • Early AM – 72%
  • Late AM – 81%
  • Afternoon – 74%
  • Early PM – 81%
  • PM – 72%
  • Late PM – 79%
  • Various times – 51%
  • All day – 76%

 

The Reality – Mobile Podcast Listening Rules, But Multiple Screens Are Used

Mobile dominates podcast listening throughout the day, but computers and internet-connected TV’s also play a role.

Participants were asked, “What do you use to listen to a podcast on each type of day? Once again, think about the time you said you listen to podcasts the most?” 

Percentages represent mobile usage.

  • Early AM – 75-80%
  • Late AM – 65-70%
  • Afternoon – 60-65%
  • Early PM – 60-65%
  • PM – 70-75%
  • Late PM – 60-65%
  • Various times – 60-65%
  • All day – 85-90%

 

Conclusion

These findings begin to offer podcasters, and podcaster advertisers and sponsors, a peek into the podcast consumer’s use of podcasts.  When we start to really grasp this, we can turn it into information that can help reach more listeners, and deliver even better results for the podcaster, no matter the focus of the podcast…be it B2B, B2C, or general entertainment.

 

“Personal Prime Time” was released at “IAB and dmexco @ Mobile World Congress” and is available for download at https://www.iab.com/personal

About the author: Brett Johnson

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