ABC pushes podcasts with TV campaign

January 25, 2017 10:17

The ABC is aiming to drive more radio listeners to podcasts with the launch of its first-ever TV campaign promoting the on-demand content.

ABC is pushing its podcasts with a new campaign.

The work, created internally by the ABC’s creative department, ABC Made, aims to raise further audience awareness of the podcasts, which saw downloads jump 23% in 2016 from 135m to 167m.

Research backing the creation of the campaign highlighted that escapism is a major factor in people downloading podcasts, leading to the ads which invite people to ‘Hear the World Differently’ and step away from the noise that often invades their lives.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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