Time to prick up your ears: podcasts for football clubs
Podcasts are very popular – especially among young audiences
“Heard the latest episode of FUMS und Grätsch, Gemischtes Hack or OMR?” – this kind of question could be a typical way to start some small-talk with colleagues in the lift or when getting a coffee with friends. They’re talking about podcasts – a format that has been going through the roof for some time now.
What makes podcasts so good to listen to? They’re available on demand, can be easily enjoyed anywhere and are now available on almost every topic, no matter how small or niche. In Germany alone, just shy of 80% of people aged 14 and above are familiar with podcasts, with 15% regularly listening to episodes. The majority of listeners are between 14 and 38, with women making up slightly more than half of this group, according to a study by consulting and research group Goldmedia.
Mara Kottke
Published on October 11th, 2022
In this Insight:
Brands are also recognising the potential of this audio format...
“Heard the latest episode of FUMS und Grätsch, Gemischtes Hack or OMR?” – this kind of question could be a typical way to start some small-talk with colleagues in the lift or when getting a coffee with friends. They’re talking about podcasts – a format that has been going through the roof for some time now.
What makes podcasts so good to listen to? They’re available on demand, can be easily enjoyed anywhere and are now available on almost every topic, no matter how small or niche. In Germany alone, just shy of 80% of people aged 14 and above are familiar with podcasts, with 15% regularly listening to episodes. The majority of listeners are between 14 and 38, with women making up slightly more than half of this group, according to a study by consulting and research group Goldmedia.
Brands are also recognising the potential of this audio format...
Nowadays, podcasts are part of the repertoire at numerous companies as they are a straightforward way to support their content marketing strategy. So, it’s no surprise that Bundesliga clubs have also jumped aboard the podcast train. They enable clubs to speak to fans uninterrupted for more than 30 minutes, generally, and share relevant topics, individuals and viewpoints with listeners. A podcast host puts across the content and messages to the listener on an equal level, making it easier for the target group to identify with the podcaster. In turn, this makes these audio messages more authentic than other channels, with the speakers and guests giving the club a more human, more approachable touch. Discussions with coaches, sportspeople or attendants offer an exclusive peek behind the scenes – fans’ interest in their club now goes far beyond the sporting event itself. Additional information and entertainment regarding the club are much-loved by fans and boost the company’s visibility. If the podcast includes interesting, high-quality content, rights holders can boost fans’ loyalty further – with podcast listeners, above all, frequently remaining loyal to their podcast and staying on the ball. Entertaining, humorous and informative podcasts also make it possible to attract new fans – and generate valuable leads.
...because they’re perfect for use as an advertising platform
In addition, it is possible to successfully market the reach itself, as on other platforms. People have a much more positive perspective on advertising in podcasts than on other channels. 68% of respondents in the Goldmedia study said that adverts in podcasts only bother them a little bit (or not at all) – with audio adverts prior to and after the actual content being the best-tolerated.
A study by the research company eMarketer found that 54% of listeners are more likely to buy a product or brand if they’ve heard advertising for it in a podcast: good news for rights holders! As a result, podcasts are a good way to expand pre-existing sponsorship deals or even find new sponsors.
