On Wednesday, Cadence13, in collaboration with Nielsen, released the first in a series of research reports about podcast listeners and their spending habits. The report called “The Purchasing Power of Podcast Listeners” includes data collected over 52 weeks about the purchasing habits of podcast fans who listen to sports, society & culture and TV & movies. The study focused on these categories: snacks, carbonated beverages, and beauty products. Here are some of the details…
Cadence13 says 28,450 households are analyzed for this report and here’s what they conclude:
– 66 million households indicated that someone in the home is a fan of podcasts. That equates to 54% of all households in the US (up from 50% from the year prior).
– 60 million US households include TV & Movie podcast fans.
– 57 million US households include Society & Culture podcast fans
– 50 million US households include Sports podcast fans.
While the average US household spends $3,981 per year on consumer packaged goods products, households with podcast fans spend $4,036/year or $55/year more overall. Among Sports podcast fans, those households spend $81 more per year on consumer packaged goods.
Cadence13 states: “Within each of the key categories explored—snacks, carbonated beverages and beauty products—opportunities for connecting with engaged consumers are identified. For example, podcast fans households account for 58% of all beauty product purchases, 56% of all snack purchases, and 53% of all carbonated beverage purchases. As brands continue to evaluate new opportunities for their marketing mix, it’s clear podcasts have opened the door to a large and very valuable audience.”
Cadence13 SVP of Digital Strategy and Analytics Jay Green said, “The new data from our collaboration with Nielsen Fanlinks gives us deeper insights into understanding this actively engaged audience and the relationships they have with key product categories and specific brands. Snacks, Beverages and Cosmetics are only the beginning of what we will be uncovering.”
