When actor Dax Shepard tells the audience of his popular podcast that they should buy a Chrysler Pacifica, they tend to listen more than people who just see an ad for the minivan on TV or in a newspaper.
That’s why Chrysler has sponsored more than 30 episodes of “Armchair Expert with Dax Shepard,” which averages 1.4 million downloads per show, since 2018. It’s one of an increasing number of automotive sponsorships in the podcasting genre, which is proving to have the kinds of listeners whom most brands covet: young, environmentally conscious, educated and affluent.
A Nielsen study this year found that half of vehicle shoppers who heard about products during a podcast visited a website for more information. More than 55 percent of podcast listeners have a household income of more than $75,000 a year, compared with 41 percent of U.S. households overall, according to Nielsen, which concluded that comedy programming appeals most to online auto shoppers.
On many podcasts — digital audio…
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