Association for Downloadable Media to Present Findings From Groundbreaking Study

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ADM research explores podcast consumer’s attitudes toward and reactions to podcast advertising.

Media, in conjunction with Edison Research today announced it will present the results of its recently concluded Podcast Consumer Attitudes study of nearly 5,000 regular consumers of audio and/or video podcasts in a public webinar. This free webinar is scheduled for Thursday, January 28th at 3:00pm EST, 2:00pm CST, and Noon PST. Registration is required at

The results of this groundbreaking look at the attitudes and behaviors of these active podcast consumers, presented by Edison's Tom Webster, will include:

  •     A comparison of the effectiveness of advertising approaches across various new and traditional media channels.
  •     An examination of post-exposure purchase and trial behaviors for consumers exposed to podcast advertising.
  •     A quantification of the "halo" effect of podcast advertising for prospective brands and sponsors.
  •     A look at the rapid adoption of mobile audio and video consumption.
  •     The effectiveness of pre-recorded advertisements, sponsorships and host-read messaging in podcasts.

The online study was conducted in November of 2009 among listeners and viewers of podcasts from many of the largest aggregators of downloadable media.

About the Association for Downloadable Media

The Association for Downloadable Media is focused on providing standards for advertising and audience measurement for episodic and downloadable media. The organization’s constituents include individual podcasters, media companies, publishers, syndication companies and distributors offering downloadable media, advertising agencies, marketers, technology suppliers, hardware and software manufacturers of portable media products and services, market research firms and audience and advertising effectiveness measurement companies. Through our volunteer membership, we provide leadership in and organization of advertising and audience measurement standards, research, education and advocacy to all those involved in portable media (Podcasts/ATOM/RSS media enclosures) across the Internet, iPods, MP3 players, mobile devices, P2P and other upcoming platforms.

About Edison Research

Edison Research is a global leader in market and consumer research for businesses and media organizations worldwide, and has been the sole provider of exit poll information to the six major news organizations
--ABC, CBS, CNN, FOX, NBC and the Associated Press--since 2003. As part of this effort, Edison has conducted exit polls and collected precinct vote returns to project and analyze results for every major primary and the general elections in 2004, 2006 and 2008. Edison provides companies with custom research solutions to measure audience, effectiveness and other key metrics of marketing and advertising campaigns. They are, along with Arbitron, the co-authors of the widely-quoted Internet and Multimedia Research Series, now in its 18th iteration.

For more information, contact: Phil Wilson, ADM Director or Edison’s Tom Webster.


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