Host-Read Ads 18

TWiT.tv has been an ad-supported network for over 17 years, and when we first took on advertising in 2007, we adopted a two-ad-read model versus a one-ad-read model for all of our shows. Our ad format is as follows: each show episode has two ad positions for each sponsor - first is the host-read billboard (typically 10 - 15 seconds) and second is a host-read interstitial ad (typically 1-2 minutes and can be longer). Flash forward to 2023 - we still use this model today, and this is why:

We adopted the two-ad model because we paid for testing different formats before deciding on it. The unaided recall (meaning the group that listened to an episode needed no prompts to remember the sponsor names) was 65-80% higher with two ads versus one. For seventeen years, the traction and impact of advertising on our network have been higher than other networks, and our audience stays with sponsors who appear on our network long after making a purchase. This is also because we heavily vet ALL sponsors; they must have products/services that will benefit our audience. Our focus is on super-serving our audience, which in turn super-serves our sponsors. Plus, the share of voice, aka SOV, is greater, and our audience is not overwhelmed with various ads in the content of our shows.

Think about it. If you hear 2 ads for 3 sponsors instead 1 for 6, don't you think you would remember who was promoted? It allows us to include a quick mention at the top of an episode that gives you a sample of what you can expect later, and then the second ad gives our hosts time to properly introduce our sponsors products/services directly to their fans. Our hosts do not read the ad copy. They pull from it and make their ad read unique and personalized. We also do not cut off an ad read at 60 seconds. We always take the time to properly introduce our sponsors to our audience.

We produce results because our ad model has been tested and proven for years. We minimize the number of sponsors in a show episode and deliver high-impact ad reads to a qualified audience. The most important part is they are delivered by trusted hosts that our audience wants to hear from, not a random person.

If you are interested in advertising with us, please email advertise@twit.tv, and we will get back to you ASAP.

Download or subscribe to this show at https://twit.tv/shows/host-read-ads