Which podcast genre has the most educated audience? Or which has the most diverse listener base? The results may be surprising. Chartable presented its findings at the Fall IAB Podcast Upfront on Friday. It finds that Technology podcast audiences are the most diverse, while people who tune into Government podcasts are the best-educated. And when it comes to money, the wealthiest audience belongs to the Business category.
The results are based on the billions of podcast impressions Chartable measures each month. And overall, Chartable CEO Dave Zohrob said some things hold true. “The U.S. podcast audience measures younger, higher income and more educated than average across every single genre,” he said.
Zohrob also shared data that when it comes to podcast frequency, their research suggests that five to six ad exposures had the biggest impact for campaigns regardless of whether they were designed to get someone to buy a product or visit a website, or even listen to another podcast.
“Although we see great response rates across all advertiser categories, recently we’ve seen amazing results from food and drink, personal finance, style and fashion, home and garden, and technology and computing advertisers,” he said.