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:
- The IAB Edison Podcast Advertising Study
- The Public Radio National Podcast Listener Study
- The Edison/PodcastOne Brand Lift series
- The Infinite Dial
- The Podcast Consumer
…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:
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.
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.
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
Tom Webster has been promoted to Vice President, Strategy and Marketing for Edison Research, an industry leader in marketing and opinion research. Webster has nearly 20 years of experience in the areas of media research, marketing strategy and product development, and is recognized as a pioneer in the areas of Internet radio, podcasting and music […]
Five years ago, CBS Radio’s WNEW (Blink 102.7) New York became one of programming’s most ambitious failures–a mix of Rhythmic Hot AC and celebrity news that lasted only six months and (seemingly) never gained traction. But in 2008, celebrity news is again an hourly feature on New York radio, Ryan Seacrest and Perez Hilton are in syndication (and celebrities themselves), and Toronto’s new Virgin Radio 999 is doing a Rhythmic Hot AC format with a heavy emphasis on entertainment. In “Blink And It’s Back,” Sean Ross looks at “How Entertainment News Took Over Music Radio.”
Edison recently gave a talk at the New Media Expo on the efficacy of podcast advertising and some additional data on the makeup of the audience for downloadable media. I concluded that talk with three points for my audience to ponder (and if you were there on that Friday afternoon, I’m honored and grateful you […]