The Nielsen Podcast Listener Buying Power Service is the research giant’s biggest move into the podcast business to date. It leverages Nielsen’s Scarborough data to match podcasts with consumer buying habits. After launching with five podcast networks as users, Audioboom, the platform that distributes, monetizes and produces podcasts, has also come on board.
“Our business is built around making podcasts accessible and profitable for podcasters and advertisers, and having insights available from Nielsen’s Podcast Listener Buying Power Service will provide tremendous value for the advertisers and the talent that we work with,” said Audioboom COO Stuart Last in a statement.
Nielsen says its new service mines the nearly 30,000-person Scarborough database to connect specific types of listeners with particular advertisers and specific program-level insights. In addition to being able to capture results for specific programs, the new offering uses targeted questions on podcast listening with 18 podcast genres, hundreds of advertisers and more than 2,000 product categories. It’s seen as valuable data that could help propel podcasting beyond direct response advertising.
“As podcasts continue to grow in popularity, the industry is looking for tools that will help them correlate specific types of listeners with particular advertisers,” said Brad Kelly, Managing Director of Nielsen Audio. “We look forward to providing this industry powerhouse with insights that will accelerate their growth into the future.”
While not a quantitative syndicated service that tracks listening, Nielsen Podcast Listener Buying Power Service will help podcast buyers and sellers develop a better understanding of the exploding marketplace. Subscribers to the service will get reports twice a year generated from web-based software. When it launched in July five podcast networks signed on as charter clients, including iHeartMedia, Cadence13, Stitcher, Westwood One and Cabana. They received their first data set last month and are expected to get another update in December.
Bruce Supovitz, Nielsen’s Senior VP of National Audio Services, told Podcast News Daily last month that since announcing the launch of the podcast service the company has been getting inquiries from a number of big podcast companies in the U.S. as well as from the U.K. and Australia. “Some were taking a wait-and-see and weren’t as familiar with Scarborough as others that have taken comfort in the big companies supporting this,” he said. “I think it’s the natural evolution that people want data and they want it tied to the brands and they want attribution. This once again gets them closer to that.”