Advertising Audio Nielsen

Nielsen podcasting tool to grant a 'deep understanding' of listener buying habits


By John McCarthy, Opinion editor

July 10, 2019 | 3 min read

Nielsen has launched Nielsen Podcast Listener Buying Power Service, an analytics tool providing insights matching podcast listeners by genre with their buying habits.


Nielsen podcasting tool to grant a 'deep understanding' of listener buying habits

The tool is placed to help pair podcasts with advertisers by detailing the interests and expenses of audiences.

The product, from Nielsen Scarborough, launches with iHeartMedia, Cadence13, Stitcher, Westwood One and Cabana as clients.

Clients will be able to profile shows using program titles collected from subscribers. In order to connect specific types of listeners with particular advertisers and specific program-level insights - built from a sample of 30,000 respondents.

The insights are also built from targeted questions on podcast listening across 12 podcast genres, over 2,000 retail/plan-to-buy categories and hundreds of advertisers.

Conal Byrne, president of the iHeartPodcast Network for iHeartMedia, said: "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.

“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 US listeners.”

Brad Kelly, managing director of Nielsen Audio, added: “We are pleased to welcome iHeartMedia, Cadence13, Midroll, Westwood One and cabana as the first charter clients to Nielsen’s Podcast Listener Buying Power Service.

“As the audio landscape continues to evolve, podcasting is winning the attention of American consumers as another powerful tool in audio’s arsenal. We are proud to empower these visionary clients with the insights that will propel them forward as they continue to lead the way in our industry. This groundbreaking service is growing podcasting beyond direct response by profiling specific brands, leading the way into the future of podcasting.”

The media analytics company is setting itself on a new course following a financially difficult 2018.

Three-quarters of UK advertisers plan to increase ad spend in podcasts this year according to a study from Global-owned digital audio advertising platform DAX. This represents a broader global trend.

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