The head of podcasting at Veritone One spoke to Insider Intelligence about how advertisers have shifted priorities in light of the pandemic's impact on podcast listening
. Is there concern from advertisers about this?Although overall downloads have been down since March 15 [when many social distancing measures were put in place], not all shows have seen a dip. Many news, political and health podcasts are up in terms of listenership and downloads. Additionally, many shows [have seen growth] from the beginning of the year, showing that the upward trend in podcast listening has been impacted, but not significantly in the overall picture.
Commuting is impacting numbers as we've seen a reduction in downloads at commuting hours, but we've seen increases at other points during the day and the week, especially on weekends. It's the flattening of the podcast curve — we've seen trends from some podcast hosts that estimate that 60% of podcast downloads happen during commuting and only 20% is on weekends, and this is leveling out that consumption pattern fairly significantly.
In terms of client activity, we have seen every possible reaction, from turning all advertising off to increasing spend significantly. Every advertiser will be impacted differently, so it's about being smart and flexible. Clients' responses should be based on whether they have a product or service that will be impacted from the economic fallout on the horizon. If your product or service is heavily impacted , that is far more impactful on how and where you need to alter your ad spending and strategy.
The changes in listening habits will most likely be short term, and if brands have protected themselves with their buying strategies, listening changes won't have a major or lasting impact. If they aren't protected by paying less for shows where delivery is impacted, they need to figure out why they weren't protected in the first place.
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