But First, A Word from Our Sponsor: Engagement with Podcasts and their Advertising

Abstract

Calder and Malthouse (2008) developed operationalizations for different media engagement experiences. Using an SEM-based approach, we examine various podcast engagement types, usage, and advertising engagement to see how these constructs are related. Globally, we find different engagement experiences are associated with both positive and negative outcomes for advertising engagement, regular usage is associated with less ad interference, and certain engagement experiences are associated with more regular podcast usage. Multigroup analysis then reveals more particular relationships between specific engagement experiences, usage and ad outcomes for the True Crime, Comedy, and Long-Format Conversation with Public Intellectual podcast genres.