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Arn’s neurolab has released its latest piece of research that delves into the power of podcasts and highlights how brands can leverage this premium audio space.

Titled “Intimacy Never Sounded So Good”, the study was led by Arn’s Research & Neuroscience Specialist, Dr Tribikram Thapa (Rana), and Arn’s Director of Research & Insights, Justin Stone. The study used cutting-edge neuroscience and sensor technology to understand what happens to our brains when we listen to podcasts, and how these changes influence behaviour.

The results showed that podcasts garner 44% more mental availability than other digital channels, with advertising also viewed to be 30% more trustworthy when heard on podcasts rather than when seen on social platforms.

Overall, podcast listening was found to develop better memories than other digital channels tested, with the study highlighting three key recommendations for brands and advertisers looking to make deeper connections with listeners:

Be Intimate – businesses should...

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