The report "Safe and Sound: Brand Safety and Suitability in Podcasting" examines the perspective of listeners on brand safety and suitability issues in the podcasting industry. The study consisted of 1,093 online interviews with adults aged 18 and older who reported listening to a podcast in the last month. The data was weighted to match the sex, age, and ethnicity of monthly podcast listeners from The Infinite Dial 2022.
The report found that podcasting is no different to other media in terms of brand safety concerns. When brands sponsor content that listeners find offensive, some listeners will associate the brand with that content. The report also found that 38% of respondents would associate the brand with the offensive content they heard, 39% would think the brand was not careful in deciding which podcasts to advertise on, and 39% would think the brand was not suitable for their values.
The report also found that certain podcast genres are more popular among listeners. Fiction and drama ranked as the top genre, followed by technology, business, history, food and cooking, politics, sports, true crime, music, and comedy. The report also found that some popular podcasts, such as "Call Her Daddy" and "The Joe Rogan Experience," are well-known among listeners.
Overall, the report provides valuable insights into brand safety and suitability in the podcasting industry. It highlights the need for brands to be mindful of the content they sponsor and to carefully consider which podcasts to advertise on.
