The verdict is in: true crimes pays off

Partner content

Despite the popularity of the genre, many advertisers still treat real criminal podcasts with caution. Time to step into the courtroom and examine the evidence …

True criminal podcasts have quickly become one of the most belonged to the medium. With almost 7 million monthly British consumers and the highest genre loyalty among all podcast types, the audience is enormous, loyal and very committed.

DMG Media reflected this demand and recently launched our own real crime podcast network and put together exclusive limited series and an expansive set of over 200 episodes of the hit show The attempt Under the Crime Desk brand.

Despite this range, many advertisers still treat the true crime with caution, obtained negative brand processes or recipients of the audience. In order to rest these doubts, we have put together Edison Research, a leading brand for understanding the global podcast engagement, in order to have an impact on the behavior of the listener and advertising.

The results are clear: real criminal podcasts are not only certain, they are some of the most effective advertising environments in audio.

Exhibition A: True Crime Podcasts have massive reach, high binding and listeners love to bing

True crime is the second most podcast genre Great Britain, only directly behind sport. Among the monthly listeners of podcasts in general, 30% consume a real crime exhibition every month – a higher proportion than for any other genre, including sport.

The audience leaves younger and more female and makes it of great importance for brands that are aimed at demography of growth. It is also urgent, and 92% of the podcast listeners report that they are very interested in the topic or that it is their favorite podcast genre.

So we know that the audience is there, but how do you react to advertising?

Exhibition B: Podcast ads for true crime are noticed and kept

True criminal listeners not only absorb the content of the episode to advertising and react to it. They remember advertisements in their podcasts rather than the entire podcast audience.

The monthly consumers of True Crime Podcasts find their audio ads of more relevant, more noticeable and difficult to vote on other platforms. And there is more …

Two thirds of True Crime's podcast listeners took measures after hearing an advertisement, including purchases, social follows or use of discount codes. Our research also shows that the audience is particularly aware of details for real crime podcasts – a behavior that you notice and remember even more often.

The final declaration: Brand security concerns are not for examination

The biggest misunderstanding? This advertising in True Crime Podcasts harms brand perception. Our data proves something else because advertising in real criminal podcasts does not have a negative impact on brand perception than in another genre.

And if that wasn't enough, Edison's research showed that advertisements in real criminal podcasts do not reduce the purchase statement. Quite the opposite. Most true crime listeners report that they feel more positive for brands that support their favorite shows.

Compared to the audience of other podcast genres, monthly listeners of real crime have a more positive opinion of a company if you hear it in one of the shows you hear.

And the Putsch de Grâce? Brand Favorability for Podcast advertisers is consistent in the genres, and real crime systems can correspond to entertainment, celebrity and political shows.

The judgment: a continued miscarriage of justice

Advertisers have taken on long sports, news and entertainment podcasts. But true crimes offers something unique: an audience that not only reacts massively, but also deeply loyal, highly concentrated and to advertising.

In view of commitment metrics that exceed the other genres and no meaningful risk of trademark, it is time to throw out the unfounded, cumbersome evidence and earn real criminal podcasts of all charges.

Pay attention to the complete digestion of Mail Metro Media and Edison that will come soon.

Mike Wooller is deputy podcasts at DMG Media

This is the last episode of a series of partner content with Mail Metro Media, which will be carried out this week

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