Hear It First: Back To School Edition
Planning your BTS campaigns? Podcasts should be at the top of your list.
Welcome to Hear It First, a monthly(ish) series featuring an exclusive look at our latest podcast opportunities, emerging content trends, and revisiting the shows you may have missed.
Next to the holidays, back-to-school is one of the biggest seasons for retailers. In fact, Mastercard SpendingPulse forecasts that spending for the 2022 season will be up 18.3% compared to 2019. But with tighter budgets also expected, advertisers will need to find new ways to cut through the noise and build trust with shoppers.
The podcast-listening audience may just be the key to a successful BTS campaign despite the challenges ahead. Recent research from Nielsen found that retail brands who advertise on podcasts see a positive lift across brand affinity, awareness, and intent.
As parents seek out the best products their money can buy, they will also be on the hunt for advice that will help them get through the next year. Led by experts who are well-versed in the issues facing parents today, Ask Lisa can put your brand messaging at the head of the class.
ASK LISA: THE PSYCHOLOGY OF PARENTING
Help is here for parents going through the bumpy and uncertain process of raising kids today. Ask Lisa: The Psychology of Parenting is a weekly podcast hosted by the New York Times Adolescence columnist and best-selling author, Dr. Lisa Damour. Along with co-host Reena Ninan, they get to the bottom of parents’ most pressing concerns with sane, informed, and practical advice.
The next season of Ask Lisa will launch on August 30th, with evergreen episodes of previous seasons available wherever you listen to podcasts.
MEET THE EXPERTS
Dr. Lisa Damour (left) is a best-selling author and writes for the New York Times Adolescence column. She also appears as a regular contributor to CBS News.
Co-host Reena Ninan (right) is a world-class journalist and White House correspondent who knows what it’s like to be a parent with a demanding career.
PODCASTS x BACK-TO-SCHOOL
According to the Nielsen Podcasting Today report, 81% of U.S. podcast listeners have gotten back to most normal activities and are more likely to shop in stores for apparel and non-grocery items.
Podcast advertising helps retail brands cut through the clutter, driving a 70% aided brand recall rate and a 4-point lift in purchase intent.
