NEWS13 February 2013

Podcast distributor taps Edison for audience metrics

New business North America

US — Podcast distribution and monetisation firm Launchpad Media has hired Edison Research to measure audiences for its roster of shows.


Launchpad titles, including The Adam Carolla Show, CBS News shows and Tom Green Radio, generate some 90m downloads every month, however chairman Norm Pattiz said Edison’s metrics would help the firm “to speak the advertisers’ language”.

“These new metrics will put the sizable podcast audience in terms advertisers can understand and utilise effectively,” Pattiz said.

Larry Rosin, Edison president, said the aim is to “legitimise podcasting for advertisers and help emphasise its growing prominence as a platform for listeners to consume and control their content”.