The Harris Interactive Institute and M6 Publicité have published a study in several parts around digital audio. In particular, it measures the listening habits of the French in terms of digital audio (radio listened to live on digital, podcasts of radio programs in replay, original so-called “native” podcasts), as well as the effectiveness of advertising formats. associates. Audio content (webradios, replay podcasts and native podcasts) are consumed by 39% of internet users on a weekly basis, mainly via mobile. Of this population of internet users, 81% use their smartphone to listen to podcasts (whether native or replay) and 85% are equipped with headphones or earphones.
Among the major benefits associated with this listening: being able to isolate yourself from the outside world, be more concentrated or even benefit from a better quality of listening. These 3 elements give an intimate character to the media, which touches its audience directly by the voice, and in a way amplified by listening through headphones. Digital audio is a medium that makes it possible to reach viewers at different times of the day, during various activities: at home (29%), during housework 29%), at the table or while cooking (21%) but also while traveling (25%) or playing sports (18%).
On-demand content listeners unanimously appreciate the freedom to choose their content and when to listen (93%). They are also very enthusiastic about being able to access content and topics in line with their areas of interest (92%). If digital audio is appreciated for its small advertising footprint, it is particularly effective when combined with advertising formats on linear audio: the live radio + native podcast coupling makes it possible to increase the assisted memorization of an advertisement of +18 points compared to a linear device alone; spontaneous memorization is reinforced (x2) thanks to this coupling; and purchase intention is optimized with +3 prescription points for those around them and +3 points of desire to go to the store.
Finally, the “host read” format (advertising message spoken by the podcast host) constitutes a real lever for advertising attention: 59% of individuals say they have been attentive during its broadcast and 62% consider its good integration quality. . “These results once again confirm the impact of good contextualization on advertising effectiveness.”
Methodology : Harris Interactive study for M6 Publicité conducted online from January 28 to February 8, 2021. Sample of 2065 individuals representative of listeners of live radio and / or digital audio content (replay podcast, native podcast) aged 25 to 59. Quota method applied to the following variables: sex, age, CSP and region of the individual.
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