The Leading Podcast Research Company In The World

Edison Research data powers many of the most listened-to podcasts in the world, and our industry studies on consumer behavior, demographics, and monetization of podcasting are used by scores of successful companies in the space. Edison’s leadership in podcasting has driven the most influential studies of the medium, including the following:

…and many more. Edison has been continuously researching podcasting since 2005, and our data on podcast consumption is relied upon by thousands of podcasters all over the world. In addition to our regular stand-alone reports on podcasting, we have coved the medium in our Infinite Dial series for over a decade, and recently unveiled new measures of podcasting’s Share of Ear®. In addition, we have provided private research and consultation services for many of the leaders in the podcasting space, including these companies:

Here’s how we can help you:

Audience Research

Edison can provide your podcast with credible research to provide crucial information on the demographics of your audience. Podcasts reach a highly targeted audience with great efficiency, and an Edison-backed survey of that audience will provide advertisers, agencies, and media buyers with information they can trust.

Measurement Metrics

One of the key issues podcasters face is the myriad of hosting and metrics options available. Edison has developed its own in-house measurement portal that automatically aggregates metrics from a wide variety of sources into one clear dashboard that gives podcast networks and producers an immediate breakdown of their downloads and trend information.

Brand Lift Studies

Edison partners with networks, shows, and leading brands to determine the real, measurable impact of podcast advertising campaigns. Our process involves executing methodologically sound pre- and post-campaign surveys, using industry-standard measures of awareness, fit, and lift. In addition, we work with agencies, media buyers, and the brands themselves to incorporate custom metrics and key performance indicators into every study, allowing stakeholders to calibrate and compare the effectiveness of their podcast campaigns with their other media placements. We have conducted Brand Lift studies for a wide variety of brands and categories, from leading retailers to financial services products, restaurants, consumer packaged goods, and more.

Consulting Services

Content providers can leverage Edison’s decade of experience in the medium through an ongoing consulting arrangement.

For more information on these or other Edison podcast services, call (908) 707-4707, or contact Tom Webster.

Recent Articles on Podcasting

The Podcast Consumer 2009

This data presentation was originally delivered as a webinar in conjunction with the Association for Downloadable Media on May 21, 2009. The Podcast Consumer Revealed: 2009 is the fourth iteration of this widely-cited study of the growing audience for audio and video podcasts. Data for this research presentation is derived from the 17th Arbitron/Edison Research […]

The New Media Consumer: 2009

On April 29th, at the Inbound Marketing Summit in San Francisco, Edison VP Tom Webster presented a brief talk on some recent social networking stats taken from the 2009 Edison/Arbitron Internet and Multimedia Research series. The following slides present new survey data on America’s usage of all forms of new media, including online audio/video, podcasting, […]

The Infinite Dial 2009 – Presentation

The Infinite Dial 2009: Radio’s Digital Platforms, the latest study by Edison Research and Arbitron, is the 17th in our series of investigations of the Internet and new media’s impact on radio, revealing significant growth for a variety of technologies. We update the status of radio’s new digital platforms (online radio, satellite radio, HD Radio, […]

Podcast Research

The Podcast Audience Revealed – New 2007 Podcasting Statistics

This report was originally delivered at the Corporate Podcasting Summit in London, UK on March 19th, 2007. The data is derived from the upcoming Arbitron/Edison Media Research Internet and Multimedia 2007 Study, and updates the first Podcasting study with new questions and new trends in podcast consumption.

New Podcasting Statistics – Is The Glass Half-Full, or Half-Empty?

Recently, I presented an update to last year’s Podcasting study to the Corporate Podcasting Summit in London. The most accurate thing one can say about the state of Podcast consumption in 2007, now that we have some trending under our belts, is that podcasters face some challenges ahead, but the rewards for success are great. Of course, the challenge with statistics is that people like favorable numbers to back up positions they agree with, and tend to discard the rest…

The Podcast Consumer Revealed: An Exclusive Early Look at the Growing Podcast Audience

This study, taken from the recently released Arbitron/Edison Media Research Internet and Multimedia 2006 survey, is the first detailed, publicly available data on the 11% of the country who have listened to a podcast (by any name). Edison first presented this data at the Corporate Podcast Summit in San Francisco on June 21st, 2006, and […]