NEWS15 July 2019

Nielsen launches podcast listener insight tool

Media News North America

US – Nielsen has launched a service to provide insights on the buying habits of podcast listeners.

Headphones with radio frequency

Clients will be able to profile shows using programme titles collected from Nielsen subscribers to connect different audiences with particular advertisers.

The Nielsen Podcast Listener Buying Power Service is based on Nielsen’s Scarborough category database and has a sample of almost 30,000 respondents. It can obtain results for specific programmes, according to Nielsen, using targeted questions on podcast genres, retail categories and advertisers with specific brand names.

Broadcaster iHeartMedia, podcast company Cadence13, podcast app Stitcher, media company Westwood One and cabana, the digital audio division of AdLarge Media, are the first clients to use the tool.

Brad Kelly, managing director, Nielsen Audio, said: "As the audio landscape continues to evolve, podcasting is winning the attention of American consumers as another powerful tool in audio’s arsenal."

Kelly added that the new service is "growing podcasting beyond direct response by profiling specific brands, leading the way into the future of podcasting".