Nielsen establishes Podcast Listener Research Service

Nielsen establishes Podcast Listener Research Service

Podcasts have become a golden medium for advertisers.

Edison Research reported about 144 million consumers are listening to podcasts in 2019, and roughly a third of all Americans listened to a podcast in the last month.

Media research firm Nielsen announced the launch of its Podcast Listener Buying Power Service. The service polls 30,000 podcast subscribers to create profiles which provide buying interests, habits and other details for specific podcast applications for ad targeting.

The agency will be available from Nielsen Scarborough, together with audio company iHeartMedia, podcast firm Cadence13, audio system Westwood One and AdLarge Media's digital sound division Cabana as charter customers.

The reports enable program manufacturers to describe for advertisers the particular sorts of listeners their articles brings, like where they shop and what they purchase. Over a dozen podcast, genres and more than 2000 categories on respondents' purchasing habits and other traits are included in the twice-annual reports from the ceremony.

"We see this as a game-changer that will propel podcast advertising forward," explained Cabana/AdLarge Media CEO Cathy Csukas in a declaration. The service she added, "makes it simple for advertisers to go deep within a particular genre to target listeners with interests and purchasing habits that match those of their customers they want to reach."

Sean King, EVP at multi-platform advertisement service Veritone One, told ClickZ that, although there were several audio hosting programs such as Megaphone and Art 19 that supplied general audience information, he was not aware of any support which offered this kind of profile-based data for podcasts. "This levels the playing field a bit," he said, "since advertisers can now place ads on podcasts whose listeners include, say, single moms on the West Coast who have a GM automobile and maybe trying to find a new one. Previously, the information enabling this type of detailed audience-based ad buying has become more abundant in the older channels." Additionally, King said, that the Nielsen brand legitimizes that the increase of podcast, especially for large brands.

About Nielsen

Nielsen is a worldwide data analytics firm. A lot of companies collect data but don't know what to do with it, and Nielsen takes the initiative to analyze it to get them. They supply purposeful and beneficial results for businesses. They are most well known for their tv ratings.