iHeartMedia: Study Reveals Disconnect Between Consumer and Marketers
iHeartMedia and Malcolm Gladwell’s Pushkin Industries release the results of a study conducted by Morning Consult and Advertiser Perceptions that explores the growing disparity between consumer values and behaviors and marketing priorities in the U.S. They say that the report “underscores the increasing urgency for marketers to reset and realign their marketing and media plans with American consumers to ensure the success of campaigns in an increasingly polarized post-COVID economy.” iHeartMedia chairman and CEO Bob Pittman comments, “This research is a reminder of how different we marketers are from today’s consumers, especially post-pandemic. Based on these results, we need to challenge ourselves as we build marketing and media plans to be sure we use real consumer data and not just trust our instincts and personal experiences. These personal biases are too detached from the consumers most marketers are trying to engage, and which are often behind major marketing misfires. This study aims to level-set the conversation to benefit both our audiences and advertisers.” Some of the key findings from the report include: 1) While 40% of consumers report that they’ve never heard of NFTs, that number drops to 0% for marketers; 2) 62% of consumers have never heard of the TV show “Succession,” while less than 5% of marketers have never heard of “Succession”; and 3) Almost one-third of consumers have never heard of pickleball, while all marketers [surveyed] have heard of pickleball. The findings were presented by iHeartMedia’s Conal Byrne, CEO of iHeartMedia’s Digital Audio Group, and author and podcaster Malcolm Gladwell at iHeartMedia’s AudioCon 2023 on Wednesday (9/13).
Ramsey, bestselling author Malcolm Gladwell, clinical psychologist Dr. Jordan Peterson, Food Network celebrity chef and restaurateur Maneet Chauhan and more. Dave Ramsey comments, “World-class leadership is becoming more important because that’s who people want to follow. Something happens when you get thousands of powerhouse leaders in one room. After leaving Summit, you’ll be ready to hire and retain top talent, lead with confidence, and strengthen your company culture.” 
‘Stuff You Missed in History Class’ podcast, Holly Frey; and esteemed journalist, author and co-founder of Pushkin Industries, Malcolm Gladwell, joined with today’s biggest marketers to explain why podcasting is growing rapidly and how brands need to adapt, invest and create audio advertising that resonates with podcast fans.” iHeartMedia Digital Audio Group CEO Conal Byrne says, “Podcasters are the most creative, fastest-growing, diverse wave of influencers to hit content and marketing in years – just as influencer marketing more generally was becoming a key new way to reach audiences. This event came together because our podcast creators are deeply invested in the brands and advertising that become part of their shows, that they asked us to give them a chance to sit down with marketers at scale and talk about what makes host-read creative work. What really differentiates podcasting and our iHeartPodcast Network from other mediums is that creators and fans expect the advertising to be endemic to the shows, often voiced by the hosts and authentic to the listening experience. This is a chance to roll up our sleeves and co-create, collaborate and showcase the simplicity, speed and creative potential of podcasting.”
Growing up in a small town, “word of mouth” was the most powerful form of advertising. It could make – or break – a business. Malcolm Gladwell’s important Tipping Point book explained that movements, pandemics, and other things that “catch on” do so because of the influence of “connectors” – people who are asked for their opinion. Today, the media world likes to call them “influencers.”