The Association for Downloadable Media has released a study on Consumer Attitudes toward Podcast Advertising. Podcast consumers indicated that they listen to audio podcasts weekly and subscribe to several podcasts each week.
The ability to listen to the content whenever and wherever they want is important to them. These particular consumers also indicate a pretty low frequency of other mainstream media usage. Edison Research’s Tom Webster translates that to mean “A podcast advertising buy is not a redundant media buy for advertisers and marketers. These are attractive, affluent consumers that mass media is losing.”