Case study · Spotify · 2019
Branded podcasts
Can a brand carry a whole podcast, and will listeners stay?
The question
A branded podcast asks the listener for thirty minutes, not thirty seconds. Spotify wanted to know whether the format earned it.
Collect
Listening sessions with recall and brand measures, against conventional host-read and produced ads as controls.
Analyze
Completion, recall and brand response were compared across formats and by how the brand was woven into the show.
Present
A format assessment the platform could use with advertisers weighing the investment.