Background noise: Exploring the impact of listener multitasking on podcast advertising’s effectiveness
Randolph, Zoe
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https://hdl.handle.net/2142/129311
Description
Title
Background noise: Exploring the impact of listener multitasking on podcast advertising’s effectiveness
Author(s)
Randolph, Zoe
Issue Date
2025-05-07
Director of Research (if dissertation) or Advisor (if thesis)
Maslowska, Ewa
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
Multitasking
Ad memory
Ad reactance
Podcasts
Video Podcasts
Advertising
Abstract
“Video podcasts” have recently risen in popularity, despite the traditional podcast being a strictly audio-only medium. While the visuals offered by a video podcast can be quite simple, often offering little beyond an image of the speakers and their environment, their presence adds something new to the podcast consumption experience. As multitasking is common amongst podcast audiences, and the medium has become a popular advertising platform, this study examines the impact of multitasking during video podcast consumption on advertising memory and reactance.
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