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Magna:Spotify-Peak-Openness-UK.pdf
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Magna:Spotify-Peak-Openness-UK.pdf
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Peak
Openness
L e v e r a g i n g D i g i t a l t o R e a c h P e o p l e W h e n M o s t
W i l l i n g t o C o n s i d e r
UK
Receptivity before persuasion.
A good ad is served to the right
person. But is the person really
open to the brand message?
TAKEAWAYS
3
Our research questions
How does ad
receptivity
compare in
digital audio vs.
digital video?
How has
consumption of
media changed
since March
2020?
What do
advertisers need
to know about
the emerging
podcast
medium?
Extensive media diaries
Note: Survey recruitment ran in February 2021
Digital audio: Audio listened on a digital device (connected to the Internet)
Digital video: Video viewed on a digital device (connected to the Internet)
Sessions based any listening or watching, which could be long or short periods of time
Recruited from an online
representative panel
Evenly recruited weekday
and weekend sample
• Gen Pop n=2,001
• Booster of Spotify Users
n=302
Recruitment
Must have listened to
digital audio or watched
digital video in past 24
hours
Participants reported
on up to 2 digital audio
or digital video sessions
from past 24 hours in
detail in a media diary
• Digital Audio Sessions
n=3.274
• Digital Video Sessions
n=1,332
Deep dive on podcast
listening vs TV show
watching behaviors, as
well as how media
consumption has
changed during the
COVID-19 pandemic
Screeners
Media Diaries
Deep Dive
4
Start
Time of day Location Purpose Device
Platform Discovery Content type Session length Mood
Co-viewing Activities Ad Attention
Ad Receptivity End
The
Media
Diary
5
Ways and means
of consumption
(Self Reported) (Self Reported)
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