Radio & audio

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Podcast listeners more diverse than US population

Data • Rob Clapp, WARC Data Points, February 2021

An overview of podcast audiences and their response to advertising in the United States.

Re-evaluating media for recovery

Article • Martin Vinter, WARC Exclusive, February 2021

Research into the disparity between perception and reality of media effectiveness.

Emerging metrics and tools are making podcasts a better marketing platform

Article • Mike Addonizio, WARC Exclusive, February, 2021

Despite an early pandemic dip, podcast downloads have rebounded, proving the platform’s popularity beyond how it became part of once-familiar commuting habits.

All media bar print to see costs rise this year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of media inflation in 2020 and 2021.

Indians place more trust in ads than Chinese

News • 08 February 2021

Ads served on television, radio and print broadly earn the trust of a majority of consumers in Asia-Pacific, while Indians and Indonesians tend to be much more trusting even for media where there is more scepticism in other markets.

B2B comes of age as marketers find new opportunities

News • 03 February 2021

B2B marketing is undergoing a transformation as businesses innovate and experiment with their media choices, including a newfound interest in digital audio, a new WARC study in association with audio streaming service Spotify finds.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, February 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.

Evaluating academic and media nongovernmental organization partnerships for participatory data gathering

Research Paper • Emma Heywood, Beatrice Ivey and Sacha Meuter, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 43-57

This article discusses participatory methods for data gathering in the context of a partnership between a Swiss-based media development organization, Fondation Hirondelle, and a research team at the University of Sheffield.

Churchill Insurance: Little Chapters of Chill

Case Study • DMA (UK), Gold, 2020

Churchill Insurance, an insurance company, targeted younger family audiences with a mindfulness podcast, that was listened to over 54,000 times and was used as a mindfulness resource by the NHS.

Sennheiser: Sound Check

Case Study • DMA (UK), Silver, 2020

Sennheiser, a privately held audio company, demonstrated its superior audio offering to UK consumers by launching an audio track designed to test three key elements of sound.

TomTom’s Traffic Index tells the story of the pandemic in data

News • 18 January 2021

Or at least some of the story – the GPS company’s annual report shows where 2020 was unique, and some surprising areas.

Lessons from Conde Nast’s alleged audio mistakes

News • 14 January 2021

Stories of failure tend to be more useful than stories about success, and with podcasts gaining popularity as a deep engagement medium, companies are scrambling to assemble capabilities and, as former CN Audio employees allege in an open letter, maki

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.

Audio media may need to change its tune if it is to thrive in 2021

Opinion • Alex Brownsell, January 2021

Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.

UK, Cost per Thousand, Main shoppers