If you are a podcast listener and you were exposed to a HelloFresh ad during the past several months, chances are you remember it. The home food delivery service topped Edison Research’s list of the top ten most recalled brands in podcasting for first quarter. The research company has expanded its podcast research to create the new Brand Tracker feature targeting advertisers. HelloFresh was followed by Manscaped, BetterHelp, Audible and MeUndies.
The Podcast Consumer Tracker measures the weekly reach and demographics of all leading podcast producers, as well as sales targeting and behavioral information about their U.S. audiences. The new Brand Tracker feature ranks podcasting's leading advertisers by asking weekly podcast listeners to name all of the brands they remember hearing in podcasts over their last week of listening. The service also measures aided recall of a sample of the most-advertised brands in podcasting.
"The Podcast Consumer Tracker is the only service that measures the entire space from the listener's perspective," said Edison Research SVP Tom Webster. "It was a natural extension to fold in consumer recall of the medium's biggest advertisers."
The Podcast Consumer Tracker Q1 data is based upon 2,000 online interviews with weekly podcast consumers aged 18 and older. Brand rankings are based upon unaided, verbatim recall of brands advertising in podcasts listened to in the last week. Interviews were conducted in English and Spanish from Jan. 7-March 30, 2021.