Nielsen: Podcast Ads Do The Job For Brands Radio Ink

How the data was gathered based on Midroll:The studies, commissioned by Midroll, were carried out by Nielsen using an industry permitted method for measuring the effectiveness of branded media. Each of the 11 studies consisted of a variety of numbers of respondents with 7,100 total respondents ages 18 64 in the aggregate, who participated in online panel surveys by which they listened to a clip of a podcast episode. Half of the respondents were uncovered to an advertisement in the mid roll place of the clip, while the control group heard a clip without an ad. A post survey was then used to degree lift across key measures.

The exposed and control cells for each were balanced on age and gender.

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