Tidigare forskning om upplevelser och attityd till reklam i podcaster har varierat i sina resultat. Det finns studier som tyder på att annonsformatet värdläst reklam bidrar till den bästa lyssningsupplevelsen för konsumenterna. Samtidigt finns det andra studier som visar att traditionell radioreklam istället bidrar till en bättre lyssningsupplevelse. Eftersom podcastlyssnandet ökar i Sverige kan det därför vara av intresse att undersöka konsumenternas attityder till dessa två annonsformat i podcaster både för företag som funderar på att sponsra en podcast men även ur ett producentperspektiv. Studien strävar efter att undersöka det här genom 14 kvalitativa intervjuer som transkriberats, tolkats och genomgått en tematisk analys. Resultatet visade att de flesta har en negativ inställning till reklam i podcaster men har en förståelse att reklamen behöver inkluderas ur ett ekonomiskt perspektiv. Det uttrycktes som positivt när ett reklaminslag upplevdes som humoristiskt och informativt av informanterna. Negativa åsikter uttrycktes när reklaminslagen upplevdes för monotona och säljande. Generellt var attityden och upplevelsen av den värdlästa reklamen mer positiv på grund av det personliga tillvägagångssättet där det fanns mer utrymme för humor, information och delgivning av privata detaljer från podcasvärden. Med studiens resultat vill författarna presentera upplevelsen och attityden till reklam ur en konsuments perspektiv och på så vis bidra med förståelse och inspiration till fältet inom marknadskommunikation, men även företag och producenter i podcastbranschen. Studien är skriven på svenska. / Previous research on experiences and attitudes towards advertising in podcasts has varied in its results. There are studies that indicate that the host-read advertising format contributes to the best listening experience for consumers. On the other hand, there are studies that show that traditional radio advertising contributes to a better listening experience instead. Since podcast listening has increasing in Sweden, it may therefore be of interest to investigate consumers’ attitudes towards these two advertising formats in podcasts, both for companies that are considering sponsoring a podcast but also from a producers perspective. This study aim to investigate this through 14 qualitative interviews that have been transcribed, interpreted and subjected to a thematic analysis. The results showed that most consumers of this study have a negative attitude towards advertising in podcasts but at the same time have an understanding that advertising needs to be included from an economic perspective. A positive attitude were expressed when an advertising feature was experienced as humorous and informative by the informants. Negative opinions were expressed when the advertising elements were perceived as too monotonous and selling. In general, the attitude and experience of the host-read advertisement was more positive due to the personal approach where there was more room for humor, information and the sharing of private details from the podcast host. With the results of the study, the researchers want to present the experience and attitude to advertising from a consumer's perspective and thus contribute with understanding and inspiration to the field of marketing communication, but also companies and producers in the podcast industry. The study is written in Swedish.

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Submitted in fulfillment of the requirements for the degree of Master of Management Sciences: Business Administration, Durban University of Technology, Durban, South Africa, 2017. / This qualitative study explored alternative revenue sources within and outside PBS radio stations that can be utilised to improve revenue generation at South African Broadcasting Corporation (SABC) Public Broadcasting Radio Stations (PBS). PBS radio relies heavily on traditional advertising revenue, sponsorships and TV licence fees, revenue sources are insufficient to sustain public broadcasting radio service in South Africa because funding from the South African Government is limited to specific projects. Public broadcasting radio services in South Africa have to provide content of public value while remaining competitive and profitable. The SABC is the sole owner of fifteen public broadcasting radio stations, making it one of the dominant media owners in South Africa. SABC owns all public broadcasting radio stations and has the highest audience penetration in South Africa which should translate into receiving the highest revenue share. However, this is not the case. Commercial radio stations earn a bigger percentage of the pie of advertising revenue although PBS radio stations command higher audience penetration. Semi-structured interviews were conducted with fifteen public broadcasting radio station managers and three senior public broadcasting managers to ascertain what alternative sources within and outside the radio station can help improve the revenue of the radio stations. The analysis of the data collected through interviews identified that there are a number of alternative sources which can assist in improving the revenue of the radio stations. It is therefore time that PBS Radio stations monetise their audience and not rely heavily on traditional advertising revenue. Six important alternative revenue sources are identified as follows: • Radio station events and outside broadcasts: Revenue generation potential is immense with opportunities for gate-takings, sponsorship and advertising or promotional revenues. • Broadcast syndication and sale of content: Original programming content and popular music genre playlists are sought after by the public or other entities that are prepared to pay for the content. • Radio Station Websites: Opportunities to generate revenue by marketing website opportunities to the public and advertisers. • Merchandising: Radio audiences like to own radio station branded merchandising like t-shirts, caps and jackets which can be made available at radio stations and retail stores for the public to purchase. • Cellular or mobile phones: Mobile phones provide an interactive element to radio campaign advertisements, competitions, and promotions, which should be monetised as an extension to advertisers‟ radio campaigns. • Social Media Platforms: Radio campaigns are extended to social media platforms like Facebook, LinkedIn, Instagram, Pinterest and Twitter to target a larger audience. / M

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