Background noise: Exploring the impact of listener multitasking on podcast advertising’s effectiveness

“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.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Advertising

Grantor

University of Illinois Urbana-Champaign

Year dc:date

2025

Author dc:creator

• Randolph, Zoe

Contributors dc:contributor

• Maslowska, Ewa

• Multitasking
• Ad Memory
• Ad Reactance
• Podcasts
• Video Podcasts
• Advertising

Statement dc:rights

• Copyright 2025 Zoe Randolph

Language dc:language

en, eng

Handle dc:identifier

https://hdl.handle.net/2142/129311

OAI record oai:identifier

https://www.ideals.illinois.edu/oai-pmh?verb=GetRecord&metadataPrefix=etdms&identifier=oai%3Awww.ideals.illinois.edu%3A2142%2F129311