podcast

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 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, […]

If Satellite Radio Went Away Tomorrow

The reported bankruptcy filing at Sirius XM Radio undoubtedly has some AM/FM broadcasters licking their chops. But even in the unlikely event that that terrestrial radio loses a competitor in the near future, it won’t “solve everything” for other broadcasters. Too much has changed. In this week’s Ross On Radio, Sean Ross looks at what would happen “If Satellite Radio Went Away Tomorrow.”

Podcast Research

The Current State Of Podcasting 2010

The Current State of Podcasting 2010 is Edison’s fifth annual study of the behaviors, attitudes and consumption habits of the podcast audience in America. This study was originally presented at the Blogworld New Media Expo in Las Vegas on October 15, 2010. This presentation combined previously unreleased data from the Edison Research/Arbitron Internet & Multimedia […]

Podcasting in 2010: The Calm Surface Obscures The Roiling Depths

I’m really excited to be presenting a significant session at this year’s Blogworld entitled The Current State of Podcasting. This one’s going to be a little different than what you’ve seen in previous years, where I’ve gone in and done my traditional bucketful of numbers augmented by folksy analogies. We’ve been tracking podcasting at Edison […]

The Infinite Dial 2010: Use of Social Media Explodes

Almost Half of Americans Have Profiles Says New Arbitron/Edison Research Study Study Also Reveals Younger Consumers Eager to Adopt Mobile Digital Radio The percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached almost half (48 percent) of the population in 2010 – double […]