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Branded podcast and radio engagement rates in 2019

A neuromarketing study conducted in 2019 revealed that branded podcasts were more effective in generating engagement than the radio was. The engagement rate of the listeners reached 0.78 percent during the brand advertising in the podcast, while the advertising broadcasted by the radio produce a lower engagement rate at 0.53 percent.

Engagement rates of branded podcasts and radio in 2019

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Release date

September 2019



Survey time period


Number of respondents

2,448 respondents

Supplementary notes

The study involved ten world markets and it included 1,844 consumer surveys, 27 deep dive video diaries, and 14 in-depth video interviews with experts. Other info regarding the methodology are available here.
Neuro-Insight memory encoding benchmark, based on 4K+ radio spot ads (broadcast and streaming) tested globally for memory encoding performance. Average length of content: 5-7min. Average length of ad spot: 30s-60s.
The study was conducted with Steady-State Topography (SST) technology.

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Statistics on "Podcasts in the United Kingdom (UK)"

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