41% of U.S. podcast listeners are non-White, which makes the podcast audience more diverse than the country’s total population.
While the growth in podcast listeners in the U.S. over the past decade has been dramatic, audience diversity is following a similar path as our national population, as non-White podcast audiences have grown faster than White audiences.
With change coming more quickly than ever, planning and optimizing might seem like a dizzying prospect. It absolutely doesn’t have to be. Importantly, brands need to re-focus their efforts on people—the north star for any marketing message, advertisement or campaign.
Given that connectivity affords millions of Americans the ability to work from home and provides countless children across the country access to virtual schooling, it’s fair to say that virtual is the new IRL.
With the COVID-19 pandemic continuing to constrain budgets, there is no room for waste or inefficiency. So marketers urgently need to measure real outcomes to maximize ROI.
Branded crossover events, virtual concerts and celebrity influencer participations all fueled a video game groundswell that shows no signs of receding—even as the COVID-19 vaccine promises to allow people to once again be with each other IRL.
Given the scope of change this year, the adjustments that brands and retailers need to make are widespread, spanning everything from communication methods to marketing messaging to varied product assortment—even the best times to communicate with consumers.
After living in a pandemic for nine months, daytime has become a second primetime for total TV consumption among many former office professionals and managers.
Listeners’ affinity for podcast show hosts is just as important from an ad perspective as it is for show content. That’s because the ads that hosts read drive more brand recall than non-host-read ads.
2020 has been a year of life-changing moments. The COVID-19 pandemic, politics and racial injustice have affected every single American. For African Americans, the reckoning has extended beyond any single moment, becoming a matter of life and death.