Nielsen Lands Big Podcast Subscriber


IPG Mediabrands is now a subscriber to the Nielsen Podcast Listener Buying Power service, with eight agencies using the service under the IPG license. It is the first agency to subscribe to the service. The umbrella IPG agencies include Universal McCann, Initiative, ID Media, Cadreon, Brand Programming Network, Orion, MAGNA, and Healix. IPG will have access to podcast insights spanning 18 genres and over 90 individual podcast titles that can be cross-referenced among a variety of consumer purchase behavior patterns and services usage.

Nielsen’s Podcast Listener Buying Power Service launched in August 2019.

“IPG Mediabrands is redefining how media, technology, and data power our clients’ marketing in today’s dynamic marketplace,” said Brian Hughes, EVP of Audience Intelligence and Strategy at MAGNA. “We are excited about the value that this data will provide in servicing all of the agencies with the insights and intelligence paramount for the success of monetization opportunities. This is beneficial to us, and the industry as a whole, as the rapidly growing podcast industry is requiring meaningful data to make sense of listenership.”

“We are delighted to welcome IPG Mediabrands as our first agency client to subscribe to Nielsen’s Podcast Listener Buying Power Service,” said David Hohman, EVP & Managing Director for Nielsen Global Media’s demand-side business. “IPG Mediabrands integrates speed, agility, and data smarts into every aspect of their business. As they continue to keep pace with changing consumer behavior, we look forward to empowering them with insights that will propel their clients’ business forward and maximize campaign spend to its full potential.”


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