Video Host Reads on Where Everybody Knows Your Name Boost Key Metrics

The Challenge

With the increasing popularity of podcasts and the evolution of the medium to include video formats, it’s hard for advertisers to ignore the opportunities to reach consumers in the space. In the US, 55% of adults ages 12 and up are monthly podcast listeners—that’s 158M people. And increasingly, “listeners” is just one way to describe podcast fans, with YouTube seeing 106% growth in podcast consumption in the last five years.

A tech advertiser was interested in extending an existing brand relationship with Ted Danson, following the well-known and highly sought after star into the world of podcasts. This move would mean transitioning to a more omnichannel approach to working with Ted. But with a target audience of adults ages 55 and over, the brand had some doubts about moving into podcasts, especially when it came to video podcasts.

The company put their faith in Ted and the SiriusXM Podcast Network to launch a campaign designed to meet the following goals:

• Measure brand lift and brand fit for the tech advertiser’s sponsorship of the newly launched podcast Where Everybody Knows Your Name 

• Evaluate the brand perception impact of video host-read ads delivered by host Ted Danson  

• Examine ad receptivity and creative performance among adults ages 50 and up who are podcast listeners or viewers

The Solution

Not only is the SiriusXM Podcast Network home to thousands of chart-topping, award-winning shows, we also offer omnichannel podcast advertising formats like video podcast advertising. 

The Show

Where Everybody Knows Your Name with Ted Danson and Woody Harrelson (sometimes) is a podcast from the Team Coco podcast network. Ted and Woody rebuild their bond from the Cheers days one episode at a time as they dig into career highlights and discuss life. The show taps into Gen X and baby boomer nostalgia, over indexing with well-educated adults ages 45-75 with high household incomes.

The Strategy

We developed a video podcast campaign for the tech brand, which included: 

• New show launch: Sponsor the new podcast show Where Everybody Knows Your Name, hosted by the brilliant minds of Cheers co-stars Ted Danson and Woody Harrelson, part of the Emmy-winning Team Coco lineup

• Podcast video host-read ads: Scale brand messaging through a high-impact visual medium, YouTube, leveraging host-read ads delivered by Ted Danson  

• Rotational creatives: Monthly creative refresh, leveraging different themes and talking points while reinforcing the brand’s consistent message and tagline

The Results

The campaign was a massive success, driving key metrics with the tech brand’s target audience. Adults ages 50 and up showed a strong affinity for video podcasts, proving that the medium is popular across generations.

A Fit Worth Cheering For

• 72% host partnership fit rating among exposed respondents

• 64% of adults 50+ agree that they feel a greater connection to the hosts when watching compared to only listening

• 68% agree that seeing the hosts enhances their experience of the podcast compared to only listening

Cross-funnel Campaign Impact

• 92% aided recall (+27 pts vs. Signal Hill benchmarks for sponsored podcasts)

• +22 pts lift in consideration driven by exposure to video host-read ads

• +14 pts lift in purchase intent driven by exposure to video host-read ads

• +52 pts lift in message association

With results like these, it’s safe to say that the Where Everybody Knows Your Name audiences knows this tech brand well.

We did it for them; we can do it for you. Ready to get started with video podcast advertising? Let’s talk.

Learn More About Podcast Advertising