Elevated state

BBC Global News' latest money-making wheeze: branded podcasts. They've used neuro-scientists to 'prove' that users remember the brands. 

"Brand mentions in the podcast deliver on average 16% higher engagement and 12% higher memory encoding than the surrounding content. This is a unique effect, as global radio benchmarks show that brand mentions on average score 5% lower than content. The intimate and conversational nature of the podcast environment creates an elevated state of engagement for brand mentions. This also drives brand metrics across the board, helping to generate lifts in awareness (↑89%), brand consideration (↑57%), brand favorability (↑24%), and purchase intent (↑14%)."

"For the neuroscience portion, the BBC worked with subjects who are regular podcast listeners, finance enthusiasts with USD 100k+ combined annual household income, and are ad avoiders in four markets: New York, Melbourne, Munich and Singapore. We measured emotional intensity, long-term memory encoding and cognitive engagement using Steady State Topography (SST) when exposed to 30 min finance branded finance podcast Money Movement."