Advertising analysis company Nielsen has introduced a provider to offer podcasting networks with insights on their audiences equivalent to style personal tastes and buying behavior. The knowledge comes from Nielsen’s biannual podcast survey of 30,000 respondents.
The way it works. Networks can subscribe to the brand new Nielsen Podcast Listener Purchasing Energy Provider to have their podcasts incorporated within the survey, which contains questions referring to style personal tastes, buying plans, podcasts and different shopper and listener behaviors.
The survey is carried out throughout a random pattern of 30,000 American citizens. On the provider’s release, consumers come with iHeartMedia, Cadence13, Midroll, Westwood One
Why we will have to care. In 2018, U.S. advertisers spent a document $479 million on podcast commercials. That determine is anticipated to surpass $1 billion through 2021, consistent with the IAB.
Podcast promoting has been held again through a loss of listener insights, making it arduous to focus on an target audience and measure ROI. Despite the fact that Spotify has made some headway through permitting advertisers to focus on listeners of positive genres, the target audience data to be had to advertisers continues to be some distance in the back of what different extra mature virtual mediums be offering.
“Nielsen’s Podcast Listener Purchasing Energy Provider makes it simple for advertisers to head deep inside a selected style to focus on listeners with pursuits and purchasing behavior that fit the ones of the purchasers they wish to achieve,” stated Cathy Csukas, co-founder and CEO of Cabana. Despite the fact that Nielsen’s provider does now not supply are living knowledge and the pattern measurement is quite small (for comparability, 32% of American citizens elderly 12+ have listened to a podcast within the final month, consistent with Edison Research), it does equip podcast networks with additional information that they may be able to use to draw advertisers.