Why podcasts reach audiences that radio doesn’t.

Generally, the closest accepted comparison that can be given to a podcast is a radio show.

Radio shows however unlike podcasts are output constantly through the airwaves for free, their benefit is that the barrier to entry for their consumption is extremely low, all it takes is to turn on your radio, and tune it in.

Simple, there we have it, the greatest method of reaching a consumer by audio?

No, you see, the low barrier to entry is actually radio’s biggest problem with reaching an engaged audience

Why is it that being able to easily consume the medium brings with it a lower quality of listener?

Simply put, amongst those people who will listen intently to the show, you will get many more who accidentally stumbled across the show, and ignore the adverts, and in some instances even the content.

How many times have you gotten into your car, started the engine and drove down the road before realising that the radio is on a channel you don’t normally listen to?

Even with the podcast consumption process being easier then ever, it’s still more difficult then simply turning on a radio and tuning in.

The additional requirement for consuming podcasts (which in most cases is as little as typing in the podcast name, or just pressing a button on a website) is still enough to disuade those accidental listeners, those who will not listen to the show and will not be engaged with the presenters, content or ads.

In a report by the ASA in 2008 they stated:

Audience sizes for podcasts are growing rapidly and the medium is likely to become much more attractive to advertisers in future.

That time is now.

Podcast advertising is one of the biggest growth markets in digital advertising including Radio, TV and Film. This trend has been helped by increased consumer numbers of podcasts helped by titles such as This American Life and Serial. These podcasts bringing audiences to podcasts that previously had not realised how easy it was to consume one. Audiences fresh for quality targeted information. This is Rammy is a podcast just for Ramsbottom and the surrounding areas. It could have been a podcast for Manchester, but the benefit of a podcast is that you can make one about anything you want, and this one damn it is about Ramsbottom (and the surrounding areas)!

Another benefit is that when presenting podcast advertising to an audience, they are already engaged, and those products can be targeted at that specific audience. Why would you advertise your London visits to an audience who live nowhere near London? That’s what happens on national radio stations, so surely that’s correct?

Radio is regulated strongly which stops radio DJ’s from supporting products they actually use and love simply because they’re limited by legistlation.

That legislation does not extend to podcasts at present, this means that a podcast presenter can be honest about the products advertised on that show. If the presenter really loves a product or service, they can show it, there is no red tape gagging them from expressing their enjoyment of that product or service.

If you would like to speak to us about your options for advertising on This is Rammy, get in touch and we can discuss your options and how we can best present your brand to our listeners.

Please note, our listeners deserve the best and we will not advertise any product which would not directly benefit our audience.