The Situation
Philips Avent, leading childcare brand, wanted to connect more deeply with modern parents in the UK. Traditional channels were losing impact, so the brand looked for a way to reach mothers through content they actively choose and trust.
Podcast listening in the UK has surged. According to The Infinite Dial UK 2025 from Edison Research, SiriusXM Media, and AdsWizz, 68% of adults aged 16+ (about 33 million people) have listened to a podcast, up from 59% in 2021. Among women, 39% are now monthly listeners, reflecting how audio has become a daily companion for many parents.
At the same time, Statista projects a £1 billion (+26.7%) increase in the global “Baby & Child” category between 2025 and 2030, showing both opportunity and competition. Seeing these trends, Philips Avent partnered with AdsWizz and Veritonic to test how podcast advertising could increase brand awareness and favorability among UK mothers.
The Solution
The brand lift study focused on women aged 25–45 in the UK who were regular podcast listeners — from those tuning in daily to those listening a few times a month. Participants listened to a wide range of genres, including News, Business & Finance, Technology, Pop Culture, Health & Fitness, Sports, True Crime, Religion & Faith, Self-Help, Education, and Comedy.
Survey participants were also asked about basic demographics, family dynamics, and the support systems they had in the early stages and throughout their parenting journey.
The Results
The podcast ad creative drove measurable lifts in both awareness and favorability, two key KPIs for Philips Avent. Awareness increased by 5 percentage points among the total exposed audience, while brand favorability rose by 1 point within the same group. Veritonic’s brand lift study also found that the ads were especially effective among listeners who receive parenting support from friends, suggesting strong emotional resonance within this community.
These results highlight the growing power of podcasts to reach engaged, emotionally connected audiences. As audio becomes part of everyday life for UK listeners, Philips Avent has positioned itself as a trusted and supportive voice in the parenting journey through creative, personalized podcast advertising.
Technology for a sound world.
