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1、Safe and soundBrand Safety and Suitability in PodcastingSafe and sound Podcastings first look at brand safety and suitability issues from the listeners perspective 1,093 total online interviews Adults age 18 and older All respondents reported listening to a podcast in the last month Data weighted to

2、 match the sex,age,and ethnicity of monthly podcast listeners from The Infinite Dial 2022Sample demographics genderMen,52%Women,48%Sample demographics age18-3442%35-5437%55+21%25252526303334363647BusinessTechnologyEducationFood/CookingHistorySportsTrue CrimeMusicPoliticsComedyPodcast categories list

3、ened toPercent indicating they“ever”listen to categoryPercent ranking each genre within top threePercent indicating genre is in top 31213131416162122223034Fiction&DramaHealthyTechnologyBusinessHistoryFood/CookingPoliticsSportsTrue CrimeMusicComedy31525572Call Her DaddyThe Rachel Maddow ShowThe Ben S

4、hapiro ShowThe Joe Rogan ExperienceHave you ever Heard of the following podcasts?%saying yes17253047Call Her DaddyThe Rachel Maddow ShowThe Ben Shapiro ShowThe Joe Rogan ExperienceHave you ever listened to the following podcasts?%saying yesobservationsobservationsWhen brands sponsor content that lis

5、teners find offensive,podcasting is no different to other media:some listeners will associate the brand with that content.How would you feel about the brand(s)that advertised on/sponsored a podcast where the host/guest talked about something that offended you or made you feel uncomfortable?193130101

6、0TotalMuch lower opinion of brandSomewhat lower opinionNo effectSomewhat higher opinionMuch higher opinion383839You would associate that brand with the offensive content you heardThe brand was not careful in deciding which podcasts to advertise onYou would think that the brand supports the offensive

7、 content youheardWould your opinion of a brand that advertised on/sponsored a podcast with offensive content be lower because?Percent saying yesPercent who would“no longer consider a brand if it advertised on a podcast with offensive content”Do not agree,62%Agree,38%giving a“4”or“5”Have you ever boy

8、cotted a brand because they supported a podcast that offended you or made you feel uncomfortable?No,77%Yes,23%observationsHowever,what actually offends most podcast listeners falls within a narrow range.1213151619232626263132374445Racist languageSexist languagePromotions of guns or firearmsPromotion

9、 of alcohol or illegal drugsJokes about any religionCritical discussion about any religionExplicit descriptions of violenceExplicit discussions of sexAnti-gun or firearm discussionsFrank discussions of racial politicsDiscussion of sexual preference/gender identityDiscussion about vaccinesPolitical v

10、iews different from yoursSwear words“Do you ever listen to podcasts that involve?”Percent saying yes1213141519202023242626303044Discussions about vaccinesPolitical views different from yoursAnti-gun/firearm discussionsSwear wordsFrank discussions of racial politicsDiscussions of sexual preference/ge

11、nder identityCiritical discussion of any religionPromotion of alcohol/illegal drugsExplicit descriptions of sexPromotions of guns or firearmsExplicit descriptions of violenceJokes about any religionSexist LanguageRacist LanguagePercent saying“very offended/uncomfortable”to hearing a podcast with%say

12、ing“very offended/uncomfortable”233334666688934Discussions about vaccinesPolitical views different from yoursAnti-gun/firearm discussionsSwear wordsCritical discussion of any religionFrank discussions of racial politicsDiscussions of sexual preference/gender identityPromotion of alcohol/illegal drug

13、sPromotions of guns or firearmsExplicit descriptions of violenceExplicit descriptions of sexJokes about any religionSexist LanguageRacist LanguageWhich one of the following would make you feel the most offended or uncomfortable If you heard it on a podcast?%choosing answerobservationsDont be racist.

14、observationsWith the exception of racist material(and to a lesser degree,sexism or ridiculing religion),podcast listeners 18-54 are relatively tolerant of many categories of potentially unsettling content indeed,many seek it out.62231174142272525313337454537283139364454Explicit discussions of sexAnt

15、i-gun or firearm discussionsFrank discussions of racial politicsDiscussion of sexual preference/gender identityDiscussion about vaccinesPolitical views different from yoursSwear words18-3435-5455+“Do you ever listen to podcasts that involve?”Percent saying yes467581691114161419242717171823242535Raci

16、st languageSexist languagePromotions of guns or firearmsPromotion of alcohol or illegal drugsJokes about any religionCritical discussion about any religionExplicit descriptions of violence18-3435-5455+“Do you ever listen to podcasts that involve?”Percent saying yes44568991013295497569543122115510744

17、38Swear wordsPolitical views different from yoursSexist languageDiscussions of sexual preference/gender identityPromotion of alcohol or illegal drugsExplicit or factual discussions of sexJokes about any religionExplicit or factual descriptions of violencePromotions of guns or firearmsRacist language

18、18-3435-5455+Which one of the following would make you feel the most offended or uncomfortable If you heard it on a podcast?%choosing answerobservationsListeners 55+are far more sensitive to potentially offensive content,but are also more likely to sculpt their listening to completely avoid it.How o

19、ften would you say you listened to a podcast that discussed topics that offended you or made you feel uncomfortable?31916141831383155+35-5418-34TotalFrequentlySometimesHave you ever heard a podcast host say somethingthat offended you or made you feel uncomfortable?2240433855+35-5418-34Total%saying y

20、esHow would you feel about the brand(s)that advertised on/sponsored a podcast where the host/guest talked about something that offended you or made you feel uncomfortable?1917153031323227302431391014831013141Total18-3435-5455+Much lower opinion of brandSomewhat lower opinionNo effectSomewhat higher

21、opinionMuch higher opinionobservationsRegular listeners to otherwise non-offensive shows will highly likely return to the podcast after a single episode featuring uncharacteristically offensive content.Which of the following best describes what you would do if a podcast you regularly listen to featu

22、red an episode that offended you or made you feel uncomfortable?314219494257201624TotalMenWomenWould continue listening to episodeStop listening to specific episode;continue listening to other episodesStop listening to episode and all other episodesWhich of the following best describes what you woul

23、d do if a podcast you regularly listen to featured an episode that offended you or made you feel uncomfortable?36341847485417182818-3435-5455+Would continue listening to episodeStop listening to specific episode;continue listening to other episodesStop listening to episode and all other episodesobse

24、rvationsPeople who are passionate about content that might be offensive or unsettling to others are extremely positive about brands that support that content.Percent ranking each genre within top three:menPercent indicating genre is in top 31111121318181821313335ScienceArtsFiction&DramaHealthyHistor

25、yBusinessTechnologyPoliticsMusicComedySports1213131416162122223034Fiction&DramaHealthyTechnologyBusinessHistoryFood/CookingPoliticsSportsTrue CrimeMusicComedyTotalTotalMenMenReasons for listening to comedypodcasts:%saying reason appliesBase:Listen to comedy podcasts3033546370Your family and friends

26、also listen to comedy podcastsYou feel personally connected to the host(s)They provide an escape from realityThey help pass the timeThey improve your moodPercent agreeing with the following statements about comedypodcasts:Base:Listen to comedy podcasts7072You think comedy podcasts are an appropriate

27、 place forbrands to advertiseYou are comfortable with the subject matter discussed in thecomedy podcasts you listen toPercent who agree that they“like it when a brand supports their favorite comedypodcast”3927285 1Comedy ListenersStrongly AgreeAgreeNeither agree/disagreeDisagreeStrongly disagreePerc

28、ent who agree that they are“more likely to remember a brand if it advertises on their favorite comedy podcast”35282764Comedy ListenersStrongly AgreeAgreeNeither agree/disagreeDisagreeStrongly disagreePercent ranking each genre within top three:womenPercent indicating genre is in top 3911131414152123

29、293638Kids&FamilyFiction&DramaReligion&SpiritualityHealthySociety&CultureHistoryPoliticsFood/CookingMusicComedyTrue Crime1213131416162122223034Fiction&DramaHealthyTechnologyBusinessHistoryFood/CookingPoliticsSportsTrue CrimeMusicComedyTotalTotalWomenWomenReasons for listening to true crime podcasts:

30、%saying reason appliesBase:Listen to true crime podcasts2528344043505457You feel personally connected to the host(s)You hope to help an investigationYour family and friends also listen to true crime podcastsYou feel emotionally connected to the victims of the storyThey provide an escape from reality

31、They help pass the timeYou like learning about the methods used to solve crimesYou like solving mysteriesPercent agreeing with the following statements about true crime podcasts:Base:Listen to true crime podcasts5874You think true crime podcasts are an appropriate place forbrands to advertiseYou are

32、 comfortable with the subject matter discussed in thetrue crime podcasts you listen toPercent who agree that they“like it when a brand supports their favorite True Crimepodcast”32233763True Crime ListenersStrongly AgreeAgreeNeither agree/disagreeDisagreeStrongly disagreePercent who agree that they a

33、re“more likely to remember a brand if it advertises on their favorite true crime podcast”282432124True Crime ListenersStrongly AgreeAgreeNeither agree/disagreeDisagreeStrongly disagreePercent finding the joe roganexperience“very offensive”152710TotalHeard of,never listenedEver listenedPercent saying

34、“yes”Base:Ever heard of The Joe Rogan ExperienceWould knowing a brand supports The Joe Rogan Experience make you feel5251929614Heard of,never listenedEver ListenedTotalMuch less favorable toward the brandMuch more favorable toward the brandPercent finding call her daddy“very offensive”181221TotalHea

35、rd of,never listenedEver listenedPercent saying“yes”Base:Ever heard of Call Her DaddyWould knowing a brand supports call her daddy make you feel163427878Heard of,never listenedEver ListenedTotalMuch less favorable toward the brandMuch more favorable toward the brandobservationsThe reputation of the

36、host plays larger than the podcast;host safety and suitability is more important than the details of a single episode.Have you ever stopped listening to a podcast show because3834The show mentioned something that offended you or made youfeel uncomfortableYou learned things about the podcast host tha

37、t you did not likePercent saying“yes”Percent agreeing that“Podcast hosts have control over which brands advertise on their shows”Do not agree,52%Agree,48%giving a“4”or“5”observationsPolitical ads are potentially dangerous for publishers and advertisers-regardless of the politics of the show and its

38、audience.Sample demographics party idDemocrat43%Republican26%Independent25%Other/NA6%Sample demographics 2020 voteVoted in 202081%Did not vote in 202017%Prefer not to answer2%662791011112924324544987935Political views different from yoursSwear wordsFrank discussions of racial politicsExplicit or fac

39、tual descriptions of violencePromotion of alcohol or illegal drugsDiscussions of sexual preference/gender identityPromotions of guns or firearmsJokes about any religionExplicit or factual discussions of sexSexist languageRacist languageDemocratRepublicanWhich one of the following would make you feel

40、 the most offended or uncomfortable If you heard it on a podcast?%choosing answerWhich of the following best describes what you would do if a podcast you regularly listen to featured an episode that offended you or made you feel uncomfortable?313035494651202414TotalDemocratRepublicanWould continue l

41、istening to episodeStop listening to specific episode;continue listening to other episodesStop listening to episode and all other episodesHow would you feel about the brand(s)that advertised on/sponsored a podcast where the host/guest talked about something that offended you or made you feel uncomfo

42、rtable?1924163129333019331012910169TotalDemocratRepublicanMuch lower opinion of brandSomewhat lower opinionNo effectSomewhat higher opinionMuch higher opinionHave you ever boycotted a brand because they supported a podcast that offended you or made you feel uncomfortable?232923RepublicanDemocratTota

43、l%saying yesHow likely would you be to stop listening to a podcast if you heard a political ad from a candidate who shares your views?Very likely20%Somewhat likely18%Not at all likely62%How likely would you be to stop listening to a podcast if you heard a political ad from a candidate who does not s

44、hare your views?Very likely23%Somewhat likely33%Not at all likely44%How likely would you be to stop listening to a podcast if you heard a political ad from a candidate who shares your views?202622181716625762TotalDemocratRepublicanVery likelyNot at all likelyHow likely would you be to stop listening

45、 to a podcast if you heard a political ad from a candidate who does not share your views?233122333330443648TotalDemocratRepublicanVery likelyNot at all likelyPercent finding the ben Shapiro show“very offensive”14209TotalHeard of,never listenedEver listenedPercent saying“yes”Base:Ever heard of The Be

46、n Shapiro ShowWould knowing a brand supports The ben Shapiro show make you feel8312124412Heard of,never listenedEver ListenedTotalMuch less favorable toward the brandMuch more favorable toward the brandPercent finding the Rachel maddowshow“very offensive”151514TotalHeard of,never listenedEver listen

47、edPercent saying“yes”Base:Ever heard of The Rachel Maddow ShowWould knowing a brand supports The Rachel maddowshow make you feel8291916912Heard of,never listenedEver ListenedTotalMuch less favorable toward the brandMuch more favorable toward the brandFinal thoughtsPodcasts are an opt-in medium:peopl

48、e listen to content because they choose to,and generally avoid what is potentially offensive to them.Final thoughtsThe greatest risk for brands advertising in podcasts is association with a problematic host,or with a show that is generally offensive,and not with advertising in an otherwise uncontrov

49、ersial show that includes offensive content.Final thoughtsUltimately,no medium can protect itself from the off-camera or off-mic actions of its talent.But podcasting has tools,and the advantage of not being live,working in its favor.Theres no reason we cant be leaders in brand safety and suitability.Safe and soundBrand Safety and Suitability in Podcasting