1、Safe and soundBrand Safety and Suitability in PodcastingSafe and sound Podcastings first look at brand safety and suitability issues from the listeners perspective 1,093 total online interviews Adults age 18 and older All respondents reported listening to a podcast in the last month Data weighted to

2、 match the sex,age,and ethnicity of monthly podcast listeners from The Infinite Dial 2022Sample demographics genderMen,52%Women,48%Sample demographics age18-3442%35-5437%55+21%25252526303334363647BusinessTechnologyEducationFood/CookingHistorySportsTrue CrimeMusicPoliticsComedyPodcast categories list

3、ened toPercent indicating they“ever”listen to categoryPercent ranking each genre within top threePercent indicating genre is in top 31213131416162122223034Fiction&DramaHealthyTechnologyBusinessHistoryFood/CookingPoliticsSportsTrue CrimeMusicComedy31525572Call Her DaddyThe Rachel Maddow ShowThe Ben S

4、hapiro ShowThe Joe Rogan ExperienceHave you ever Heard of the following podcasts?%saying yes17253047Call Her DaddyThe Rachel Maddow ShowThe Ben Shapiro ShowThe Joe Rogan ExperienceHave you ever listened to the following podcasts?%saying yesobservationsobservationsWhen brands sponsor content that lis

5、teners find offensive,podcasting is no different to other media:some listeners will associate the brand with that content.How would you feel about the brand(s)that advertised on/sponsored a podcast where the host/guest talked about something that offended you or made you feel uncomfortable?193130101

6、0TotalMuch lower opinion of brandSomewhat lower opinionNo effectSomewhat higher opinionMuch higher opinion383839You would associate that brand with the offensive content you heardThe brand was not careful in deciding which podcasts to advertise onYou would think that the brand supports the offensive