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Podcast

May 3, 2022

9

min read

The anatomy of an ad: Lovett or Leave It x Noom

We collaborated with Sounds Profitable to highlight what makes a good podcast ad by breaking down real examples from popular podcasts.


This week's anatomy of an ad: Grand Old Key Party - Lovett or Leave It x Noom

Hosted by: Jon Lovett

Ad placement: Pre-roll

Ad type: Baked-in

Start point: 10:20

Ad copy: 

“Lovett or Leave It is brought to you by Noom. Unlike other restrictive diets or workout programs, Noom weight uses psychology to empower you with the practical knowledge and skills you need to build smarter, more sustainable long-term habits and behaviors. Noom understands that the weight loss journey is difficult and filled with ups and downs. That's why they believe it's about progress, not perfection because everybody's journey is different. Noom doesn't believe in restricting what you can or cannot eat, instead, Noom gives you the knowledge and wisdom you need to make informed choices that not only fit your lifestyle but also help you reach your goals, and an off day is totally okay and won't set you off course. Noom weight gently helps you get back on track. I lost 10 pounds! Look at you - good for you - looking great. I feel great, thank you for saying that. I had an egg McMuffin today. And, what did Noom tell you about that? It's okay - keep moving forward, keep moving forward. Great. I did the sub-bacon for him because I think that's the secret to a great egg Mcmuffin -  a little tip for you out there in the world. You're the boss at McDonald's and with Noom. You decide how Noom weight fits your life, not the other way around. 5, 10, or 15 minutes a day - how much time you want to spend on the app is up to you. More than 75 percent of users complete the program, more than 60 percent of users lose 5 or more of their body weight by 16 weeks, and more than 60 percent of users engaged with the program keep the weight off for a year or more. Sign up for your trial and get psychology-based support and motivation to reach your goals at noom.com/lovett. That's noom.com/lovett, sign up for your trial today."

Let’s break it down to see what works:

The hook: 

“Lovett or Leave It is brought to you by Noom. Unlike other restrictive diets or workout programs, Noom weight uses psychology to empower you with the practical knowledge and skills you need to build smarter, more sustainable long-term habits and behaviors.”

Between one brand sponsorship and another, Lovett or Leave It hosts read out their ad-reads for Noom - a subscription based app for tracking weight loss. Unlike previous ad-reads we’ve dissected, the hosts get right to the point (skipping over the personal anecdote hook that we are used to hearing). Instead, the hook shares Noom’s aim - “Noom weight uses psychology to empower you with the practical knowledge and skills you need to build smarter, more sustainable long-term habits and behaviors”. 

The pitch:

“Noom understands that the weight loss journey is difficult and filled with ups and downs. That's why they believe it's about progress, not perfection because everybody's journey is different. Noom doesn't believe in restricting what you can or cannot eat, instead, Noom gives you the knowledge and wisdom you need to make informed choices that not only fit your lifestyle but also help you reach your goals, and an off day is totally okay and won't set you off course.” 

Throughout the ad-read, the hosts emphasize that Noom isn’t like other weight loss programs or weight tracking apps - “Noom understands that the weight loss journey is difficult and filled with ups and downs. That's why they believe it's about progress, not perfection because everybody's journey is different.” and “Noom doesn't believe in restricting what you can or cannot eat, instead, Noom gives you the knowledge and wisdom you need to make informed choices”. However, the ad doesn’t actually explain how the app works. 

Let’s be honest, the ad-read focuses on pain points that would be very relevant for listeners struggling with weight loss and keeping up with a healthy lifestyle, such as this brand not restricting what you can and cannot eat or making sure you can upkeep your lifestyle while still eating healthy. But, there is barely anything mentioned about what the brand does to keep these promises. 

In order to truly drive the pitch home, the hosts add a personal anecdote - I lost 10 pounds! I feel great. I had an egg McMuffin today. And, what did Noom tell you about that? It's okay - keep moving forward, keep moving forward.” This tidbit did two major things - answered the question of ‘who actually signs up for these types of services’ and really emphasized Noom’s belief in weight loss being a journey. 

The offer: 

“More than 75 percent of users complete the program, more than 60 percent of users lose 5 or more of their body weight by 16 weeks, and more than 60 percent of users engaged with the program keep the weight off for a year or more. Sign up for your trial and get psychology-based support and motivation to reach your goals at noom.com/lovett. That's noom.com/lovett, sign up for your trial today.”

These guys really knew how to save the best for last and fully persuade listeners to give Noom’s service a try. Right before telling their listeners to sign up for a Noom trial, the sneak in some hard-to-resist stats - “more than 75% of users complete the program, more than 60% of users lose 5 or more of their body weight by 16 weeks, and more than 60% of users engaged with the program keep the weight off for a year or more”. 

While listeners don’t receive a special offer - just a reminder to sign up for a trial - it definitely feels like a no-strings-attached deal. Also, it leaves you thinking, “if they did it, why can’t I”. 

Hits the spot:

This ad-read ticked all the boxes - explained Noom’s service and its unique selling points, included a personal anecdote that made the ad more believable, and reminded listeners to give the service a try. 

This ad stood out to me because it was interesting to hear a man open up about his weightloss journey (while promoting Noom, of course). The hosts made it sound like just another brand (in a good way), making listeners feel that weight loss and keeping up with a healthier lifestyle is nothing to be ashamed about. 

Room for improvement:

The hosts ran through the ad-reads in this podcast. It was extremely obvious that they were reading from a script, and boy, was it hard to keep up. Listeners of Lovett or Leave It are probably familiar with their tendency to fly through the ads, but it definitely made me not want to skip through the ads. Also, it increased the chances of listeners missing important bits of information about the brand and service - something for future brands to keep in mind when partnering with this podcast.  

Partnership track record:

Over the last year, Noom has sponsored 210 podcasts and has sponsored Lovett or Leave It five times. 

Where else has Noom sponsored?

Two Gomers Run for their Lives, It's Complicated, The Real State, For Crying Out Loud

What other brands have appeared on Lovett or Leave It?

Policygenius, ExpressVPN, ButcherBox, Stamps.com, Helix Sleep, Best Fiends

Takeaways:

Due to the fast-paced nature of this ad-read, I found it difficult to listen to and keep up with. However, avid listeners of the Lovett or Leave It podcast are most likely used to this ad-format and therefore know how to digest it. When it comes to the actual content in the ad, the hosts touched on all the important concepts, although it would have been nice to get a little more information about how to actually use the app/website. I’ll admit - the personal anecdote sucked me in and made me truly believe that the hosts were promoting a service they have tried and believe in. 


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