Understanding Podcast

Audience preferences

In Q3 2020, UnitedHealth Group was one of our 4, main launch sponsors of our daily podcast, Axios Today.

The big picture

2020 was an election year with unprecedented challenges in the healthcare industry and beyond.

UHG leveraged high-impact moments leading up to the campaign, including leveraging Axios Today podcast spots.

Where we came in

  • 01

    Axios Studio produced custom audio spots for UHG that spanned 6 themes: Housing, Telehealth, Precheck, Path Forward, Coverage, and Sustainability.

  • 02

    A custom, audio brand lift survey, in partnership with Nielsen, measured campaign effectiveness and demonstrated which themes resonated most with Axios' influential audience.

  • 03

    Nielsen brand lift studies work by comparing listeners who were exposed to the audio spots to a control group of audience members who were not exposed to the campaign.

  • 04

By the numbers

The brand lift study demonstrated brand lift at a 90% significance level and respondents rated the Today host more credible than Nielsen norms.

15-30

Seconds

Host-read audio spots

6

Themes

Tested via custom brand lift study

21%

More credible

Host rating (compared to Nielsen average)