2024 Paris Olympics with Unprecedented Podcast Influence
The 2024 Olympics in Paris, France are underway!
The opening ceremony on July 26th kicks off 329 events across 32 sports that will be played in Paris, 16 other cities across metropolitan France, and one subsite in Tahiti, French Polynesia. The games, officially the Games of the XXXIII Olympiad and branded as Paris 2024, will run until August 11th, with Jill Biden leading the U.S. delegation of the opening and closing ceremonies. The event has evolved significantly since the first modern Olympic Games held in Athens, Greece, in 1896. Back then, just 241 athletes competed in 43 events representing 14 nations—a stark contrast to the over 10,700 athletes from 206 nations participating this year.
But the scale of the event isn't the only difference we'll see this year. As with NFL's Super Bowl LVIII, networks are exploring new ways to retain and grow viewership as consumer behavior continues to change. Peacock and NBCUniversal have teamed up to bring in untraditional hosts such as Kelly Clarkson, Peyton Manning, Snoop Dogg, and Alex Cooper, host of the wildly popular podcast, Call Her Daddy. Kelly Clarkson will cover human-interest stories, Peyton Manning will focus on athletic insights, and Snoop Dogg will provide direct-to-camera, on-street interviews.
Former athlete, strong voice, and women's advocate, Alex Cooper, dubbed “The most listened-to podcast by women globally,” by the Hollywood Reporter and “The World’s #1 Female Podcaster” by NBC Sports, will host live, picture-in-picture streaming events. Cooper will share her thoughts and answer questions live during her event, “Watch with Cooper,” streaming on Peacock.
Why Alex Cooper? Molly Solomon, Executive Producer and President of NBC Olympics Production, calls Cooper “incomparable.” With her massive female following and influential voice, it’s a smart move by NBCU, and certainly not the last we'll see of such innovative streaming strategies. This shift underscores the changing consumer behavior and the massive following that podcasts continue to attract. Evergreen Podcasts has seen significant growth in listenership, and companies are increasingly allocating funds to podcast advertising.
More people than ever are searching "why advertise on podcasts?" and that's because the reach and impact of podcast advertising are unparalleled.
Podcast audiences are large and influential. Listeners are deeply engaged, with 59% reporting they trust ads on podcasts more than other media. People feel connected to their podcast hosts, following them across multiple platforms and valuing their opinions. As a result, companies are adjusting their marketing strategies to include podcast advertising. According to recent industry reports, audio advertising delivers on brand awareness, ad recall, purchase intent, and consumer action, proving the effectiveness of podcast advertising companies.
Why advertise on podcasts? The reach and impact of podcast advertising are unparalleled. Podcast listeners are not only vast in number but also incredibly diverse and engaged. This engagement translates into higher trust and loyalty, making podcast ads more effective than traditional media. For businesses looking to expand their reach, podcast advertising offers a unique opportunity to connect with an attentive audience.
Moreover, the number of podcast listeners is growing, and the age range of these listeners is broadening. Daily podcast listening has increased by 36% among ages 13-24, 86% among ages 25-34, and 93% among ages 35-44 in just two years. This means podcast advertising companies can reach a diverse audience. From Gen Z to Boomers, podcast listeners span various demographics, allowing brands to tailor their messages to different segments effectively. Companies are increasingly recognizing this potential, making podcast advertising an integral part of their marketing strategies.
Podcast advertising companies have noted significant returns on investment due to the medium's ability to foster a strong connection between hosts and their audiences. This connection encourages listeners to act on advertisements, whether through brand recall, purchase intent, or other consumer actions. According to iHeartMedia, podcast advertising has led to an 18% increase in purchase intent, a 21% increase in brand consideration, and a 46% increase in ad recall.
Additional insights from industry reports highlight that podcast ads significantly outperform traditional broadcast media. For instance, 58% of listeners discovered a product or service through a podcast ad, and 45% have purchased a product because of a podcast ad. The average favorability increase for brands advertised on podcasts is 14%, compared to 8% for radio and 5% for TV. (Read here for more information on how your brand could benefit from podcast advertising). Want to know more about podcasting for niche audiences? Check out our blog Leveraging the Influence of Branded Podcasts: Amplifying Your Brand Presence in the Digital Landscape.
Olympic Recommendations: Hear Her Sports
For Olympic-specific content, check out Hear Her Sports, a biweekly podcast where amazing female athletes share stories of breaking barriers, speaking up, and living with power and confidence in today’s changing world. Hear about the successes and challenges of life as an athlete and thoughts on inequality in sports and media coverage.
Spotlight Episodes:
Adeline Audigier + Patricia Mehlich, Women's Decathlon World Championship: Competing in Geneva, OH at Spire Academy during the men’s decathlon at the Olympics. They discuss the challenges and goals of female decathletes, with Adeline emphasizing the need for the sport's development and Patricia sharing her love for various hobbies alongside her athletic career.
Gabriela Leon, Team USA, Professional Pol Vaulter: A former University of Louisville pole vaulter, Gabi talks about her journey, including NCAA championships, her professional career, and her experiences with the Olympic Trials & the Katie Moon Pole Vault Classic. She also shares insights on mastering the mental aspect of sport, nutrition, and supporting herself as a pro athlete.
Mechelle Freeman, USA National Teams Head Women's Relay Coach: US Nationals Women’s Head Relays Coach. Mechelle discusses the selection process for the US Women’s relay teams, the qualities needed for each leg of the race, creating team chemistry, the value of every role, the hardest part of her job, what she’s looking forward to in Paris, and her organization TrackGirlz.
Stay tuned for more episodes featuring interviews with those competing or involved in the Games, and check out our Spotify playlist of past Hear Her Sports guests who will be competing in Paris.
For more sports-related content, check out our entire lineup here.
