Podvertising II: “Just like My Best Friend” – Relationships in Host-read Podcast Advertisements

Abstract

ABSTRACT Market research has established that podcast advertising earns high approval ratings from listeners, resulting in positive consumer behaviors; however, limited academic research on this topic exists. This article examines listeners’ attitudes toward podcast advertising and investigates the effect of host-read advertisements. Using both quantitative and qualitative data, the study builds a layered understanding of host-read ads’ impact on listeners. The mechanism of a host-read ad is integral because it accesses the listeners’ relationships with both the host and the podcast team, shaping their estimation of credibility and providing narrative transport.