Analysis of Brand Integration in Fiction Branded Podcasts

Abstract

Brands have discovered a new channel for building quality connections with audiences through branded content in fiction podcasts. The aim of this research is to quantify the mechanisms brands use to integrate themselves into fictional narratives, enabling audiences to associate the content with the brand, remember it, and ultimately contribute to the effectiveness of the technique. Additionally, the study seeks to determine, first, whether these mechanisms alter the non-advertising nature of the technique and, ultimately, the immersive experience of the listener. To this end, six branded podcasts produced in Spain in 2024 and available on Spotify were analyzed: Simulacro, Premocinión, La bala mágica, Greal: el secreto de las ocho llaves, Titania, and Delete. The analysis identifies that brands employ 10 different mechanisms to integrate into podcasts. These include auditory elements, such as continuity tray elements and narrative voices, as well as visual elements, such as covers and metatext. One of the main findings is that despite the auditory nature of podcasts, brands tend to prioritize their visual integration. The study concludes that the lack of comprehensive use of these mechanisms could limit the association between the content and the brand. However, their integration into audio fiction does not alter the non-advertising nature of the content or the immersive experience of the listener, as no persuasive messages associated with the brand were identified.