New Nielsen service offers podcast audience insights for advertising

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, Midroll, 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.

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