The new service comes from Nielsen Scarborough and launches with iHeartMedia, Westwood One, Cadence13, Cabana, and Stitcher as early clients. The ratings services says the new service, to be released as reports twice per year, will help clients provide detailed podcast insights to advertisers when pitching shows or podcast networks.
Nielsen said, for the first time “clients will be able to profile shows using program titles collected from our subscribers in order to connect specific types of listeners with particular advertisers and specific program-level insights.” The Nielsen Podcast Listener Buying Power Service has a sample of close to 30,000 respondents, that can capture results for specific programs. It also uses targeted questions on podcast listening with more than 12 podcast genres, over 2,000 retail/plan-to-buy categories, and hundreds of advertisers with specific brand names such as insurance companies, automotive, fast food restaurants, home improvement retailers, and more. These reports are generated from web-based software and have a two-times-per-year data release.
“We are looking forward to the ways that data from Nielsen’s Podcast Listener Buying Power service will allow us to communicate our podcasting value proposition to advertisers,” said Conal Byrne, President of the iHeartPodcast Network for iHeartMedia. “As our business continues to expand, and the abundance of ways that people are listening across multiple platforms continues to amplify, it’s imperative that we have the tools necessary to accelerate our business and have a deep understanding of what motivates over a quarter of a billion of our monthly U.S. listeners.”
“As a premium content creator, developer, and marketer, data plays a vital role in everything Cadence13 does,” said Jay Green, SVP of Digital Strategy and Analytics at Cadence13. “With Nielsen’s Podcast Listener Buying Power insights, we are looking forward to the opportunities this service will provide us and our clients through its vast array of categories and wide range of audience information. Podcasting as a platform is growing rapidly, and the industry as a whole will benefit from the intelligence and insight that can be utilized through this data.”
“This unique service comes at a time when brand spend in podcasting advertising is growing five times faster than direct response,” said Suzanne Grimes, EVP, Marketing, Cumulus Media and President, Westwood One. “We arm advertisers with as much data as possible to ensure their podcast campaigns deliver the best ROI. Understanding what podcast listeners buy and where they shop is an entirely new dimension of insights we can use to navigate the vast podcast space.”
“We see this as a game-changer that will propel podcast advertising forward,” stated Cathy Csukas, co-founder and Chief Executive Officer of Cabana and its parent company, AdLarge Media. “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. We’re delighted to support Nielsen in this initiative that we believe will bring more advertisers to the space.”