The 2 Johnnies and AudioOne to launch Brand Tracking Study in April.
The 2 Johnnies podcast, regularly topping charts as Ireland’s favourite podcast, is to launch a brand tracking study in April.
The 2 Johnnies Podcast regularly attracts in excess of 750,000 weekly listeners and in the 2nd week of January this year saw over 2M unique streams coinciding with the Catfish episode.
In reach and popularity terms, the show has been an outstanding success and is the anchor which has helped fuel the broader appeal of the Two Johnnies across social media, events, festival and other media appearances.
The goal of the study is to track the progression over time of awareness and preference for brands in certain key categories relevant to the show’s core audience of 18-40 year old males. Respondents will be asked about the brands they think of first across different categories and their preferences.
The respondent base for each quarterly wave will number approximately 1500 people. The same questions will be asked each wave and we expect to see positive score uplifts for the brands that have an ongoing association with the show.
Commenting on the initiative, Lee Thompson, Director at AudioOne said, “We are looking forward to running this study. Podcasters have become an important source of influence for brands. We will be able to track long-term changes in favourability scores as a result of brands forging a commercial partnership with Ireland’s most listened to podcast”,
Partnerships with podcasters which span host reads, social mentions and branded content are helping brands stand out, get noticed and resonate with key audiences in new and meaningful ways.
Podcasters remain a growing source of influence. A 2023 Magna/Vox Media study (“A New Era of Influence”) revealed that podcasters in the US are so influential in the lives of their listeners, that 75% of listeners say they value podcasters’ influence more than they value the influence of social media influencers (15%) and TV/movie celebrities (10%) — meaning that podcasters have de-throned the original influencers.
Inclusion in the tracking study is free of charge and brands looking for proof of brand recall and changes in sentiment as a result of investment in podcasts should actively consider this first of its kind brand tracking study anchored by one of Ireland’s favourite podcasts.
The survey will ask questions relating to brands in the following categories: finance, fast food, drinks, streaming, grocery, broadband, personal hygiene with the first wave of results expected at the end of April which will provide a reference point for subsequent results.
Commenting on the study, Joe Clarke, CEO of CWB said, “The 2 Johnnies audience is very engaged and participative. We get plenty of feedback from our listeners all the time on multiple platforms. This study will help us feedback to our commercial partners on the power of podcasts. In particular, we are excited to help evidence the value of deep, long-term partnerships which extend beyond simple spot advertising to include talent voiced reads, social posting and relevant collaboration opportunities”
Brands looking to partner commercially with the show are encouraged to get in touch with the team at AudioOne, hello@audioone.ie
