Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Advertising » New Nielsen service offers podcast audience insights for advertising

New Nielsen service offers podcast audience insights for advertising

The service polls 30,000 respondents for genre preferences, listening and purchasing behavior.

George Nguyen on July 11, 2019 at 5:10 pm

Marketing research firm Nielsen has launched a service to provide podcasting networks with insights on their audiences such as genre preferences and purchasing habits. The data comes from Nielsen’s biannual podcast survey of 30,000 respondents.

How it works. Networks can subscribe to the new Nielsen Podcast Listener Buying Power Service to have their podcasts included in the survey, which includes questions regarding genre preferences, purchasing plans, podcasts and other consumer and listener behaviors. 

The survey is conducted across a random sample of 30,000 Americans. At the service’s launch, customers include iHeartMedia, Cadence13, Stitcher, Westwood One and Cabana. 

Why we should care. In 2018, U.S. advertisers spent a record $479 million on podcast ads. That figure is predicted to surpass $1 billion by 2021, according to the IAB.

Podcast advertising has been held back by a lack of listener insights, making it hard to target an audience and measure ROI. Although Spotify has made some headway by allowing advertisers to target listeners of certain genres, the audience information available to advertisers is still far behind what other more mature digital mediums offer. 

“Nielsen’s Podcast Listener Buying Power Service makes it easy for advertisers to go deep within a specific genre to target listeners with interests and buying habits that match those of the customers they want to reach,” said Cathy Csukas, co-founder and CEO of Cabana. Although Nielsen’s service does not provide live data and the sample size is relatively small (for comparison, 32% of Americans aged 12+ have listened to a podcast in the last month, according to Edison Research), it does equip podcast networks with more information that they can use to attract advertisers.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Ruthless prioritization: The key to marketing momentum

    Marriott launches its own media retail network

    Why marketers have a love-hate relationship with complexity

    If Harry Potter led marketing operations, where would his team sit?

    How a smart email strategy helped Apple Rose Beauty thrive during the pandemic

About The Author

George Nguyen
George Nguyen was an editor at Third Door Media's Search Engine Land and MarTech publications, covering organic and paid search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.

Related Topics

AdvertisingCustomer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

The Retail Renaissance Report, USA Edition: 4 Keys to Predicting Online & In-Store Demand Across Global Markets

Thinking Bigger About Marketing Budgets

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.