IPG Mediabrands to use Nielsen podcast tool

The service is used to profile shows using programme titles collected from subscribers, with the data used to connect different types of listeners with particular advertisers. It is based on Nielsen’s Scarborough category database and includes insights on podcast listening across 18 genres and various retail categories.

IPG Mediabrands is the first agency client to subscribe to the tool, which launched in 2019. IPG agencies Universal McCann, Initiative, ID Media, Cadreon, Brand Programming Network, Orion, Magna and Healix have access to the service through the IPG licence.

Existing subscribers include radio station owner iHeartMedia and podcast company Cadence13.

Brian Hughes, executive vice-president of audience intelligence and strategy at Magna, said: "This is beneficial to us, and the industry as a whole, as the rapidly growing podcast industry requires meaningful data to make sense of listenership."