That’s over 60 million American homes according to the ratings firm. Nielsen Audio SVP Bruce Supovitz says, “Advertisers are eager to explore the world of podcasting, but they don’t really know much about the podcast audience. That is all about to change. Nielsen’s Homescan Panel is made up of thousands of households across the US who allow their consumer purchases to be measured. By cross-referencing podcast affinity against this group, we can start to demonstrate the value of the podcasting audience.” Here are some stats that are sure to be thrown around this week at Podcast Movement in Anaheim.
Nielsen analyzed three advertising categories and cross-referenced data from those categories to podcast listeners. Here’s what they claim:
– 51% of bottled water households are podcast listeners and 22% are avid podcast fans (104 million households in America use bottled water, according to Nielsen)
– 57% of baby food households are podcast listeners and 23% are avid podcast fans (18 million households in America use baby food, according to Nielsen)
– 53 % of beer households are podcast listeners and 23% are avid podcast fans (48 million households in America drink beer, according to Nielsen)
Nielsen also says the ethic audience for podcasts is growing. In 2010 the ethnic audience represented less than 30% of the audience. In 2016 that number grew to 36% (see chart below).
Read the full report HERE