This is the Download from Sounds Profitable, your daily source for the essential news of the business of podcasting brought to you by Speaker from I Heart, I'm Gavin Gattis. Here's what you need to know for today Wednesday October 30th, our first story podcast advertising transcends audio, podcast first, omnichannel campaigns, drive 84% listener action, Acast Study Finds. A new study from Acast called the Podcast Pulse is built from an Edison Research Survey of 1031 US residents age 13 and up.
The survey results were then weighted for age, gender, ethnicity, and region against the US Census American Community Survey and podcast listening habits from the Infinite Dial. Key findings in the report include 80% of respondents saying they know what they want, specifically tuning into niche podcasts. 60% of respondents say niche podcasts are more engaging and they are 63% less likely to skip ads in those shows. 68% of respondents follow three or more podcasters on social media.
Next up, brands unprepared as new FTC deceptive advertising rules take effect. As of October 14th, new legislation from the FTC regarding fake endorsements and undisclosed influencer partnerships is now law in the United States. Carrying a fine of up to $43,792 per violation. That $2 is what really gets you. One big friction point of the new legislation is the sheer speed at which it was passed, meaning many brands have yet to hear about it before it even became legally binding.
The crackdown aims to stem the tide of fake reviews, undisclosed paid endorsements, and misleading testimonials. Next up, S.E.A.'s digital audio revenue leads the charge. Australian Broadcaster S.C.A. has posted their Q3 earnings report. The company had a 1.5% lift in revenue quarter over quarter.
Total audio revenue increased 4.8% in the quarter, which totaled $100.4 million Australian with a growth of 1.1% in broadcast radio and 48.2% in digital audio, both of which continue a 3.4% consecutive streak of growth. Next up, attention. Adelaide is poised to become the first of the three to cross the finish line and receive their accreditation after a rigorous MRC audit. A process that imparts a level of legitimacy to both attention as a metric and the certification process itself.
Finally, why Amazon's Prime Day may not be the holiday shopping bell, whether it usually is this year. While the July and October editions of Amazon's Biannual Prime Day event posted positive numbers for the company, their success does not naturally indicate the Holly Jolly shopping season they usually do.
Science points to this year's holiday shopping season being lukewarm with customers more focused on planning ahead and finding the best deals, rather than waiting for the usual end of year shopping period. Only 24% of consumers surveyed by a Gartner intend on waiting to start their holiday shopping until November and December. This is also compounded by a busy year full of attention occupying events from the Olympics to the upcoming US election.
Podcasting could be a powerful tool in cutting through that noise and getting brand deals directly to consumers thanks to our leaned in audiences and strong trust in host endorsements. As for the rest of the news, POD News reports discovering Oyan L. Paiese, a podcast produced by newspaper L. Paiese, artificially inflated download numbers using the newspaper's website to auto download episodes without user intervention. WorkX work is taking pitches for on-air fest.
AdsWiz and number 8 have partnered to allow podcasters to run multi-platform targeted privacy compliant campaigns. Pacific content writes about how podcasting is missing out on advertising opportunities to blue collar listeners. Series XM media has announced their audio data clean room integration with live ramps clean room. And head gum continues to grow their comedy roster with the reason onboarding of Handsome, with ad sales managed by Gumball.
Be sure to check out the links to every article mentioned right in your podcast listening app or it sounds profitable.com where you can also subscribe to the newsletter version. The download is written and produced by Newton Shuttlecottie myself, Brian Barletta, and Tom Webster. This episode is hosted on Speaker. For Sounds Profitable, I'm Gavin Gattis, download us again tomorrow.