Karina Farias Joins Edison Research

Edison Research is pleased to announce that radio veteran Karina Farias will be joining the company as Project Coordinator. Farias recently stepped down from her roles as Program Director and morning co-host of KUFX-FM in San Jose to return to her home state of Texas.

Farias’s previous radio stops include MD/APD/afternoons at KVMK-FM and MD/APD of KNDE-HD2 in Bryan-College Station, TX, talent at KILT-FM in Houston, and MD of KOIT-FM and KOIT-HD2 in San Francisco. A graduate of Texas A&M University, Farias started her radio career in McAllen, TX as a morning show intern on KTEX-FM.

Edison Research President Larry Rosin noted, “Karina’s experience in audio combined with her passion for research will be a great fit, and we’re excited to have her join the team.”

Farias added, “My enthusiasm for research is matched only by my love for the audio industry, so I am eager to combine my interests and skills with the many types of research projects that Edison conducts.”

Farias, based in San Antonio, will be directing an array of market research projects with a focus on audio and media clients. She will also take a role in Edison Research’s election research.


Edison Research Signs WNYC Studios to the Podcast Consumer Tracker


Somerville, NJ (April 20, 2021) WNYC Studios has become the most recent subscriber to The Podcast Consumer Tracker from Edison Research. The Podcast Consumer Tracker is the industry’s only comprehensive measure of the total audience for podcasting and the reach of every major producer. 
“We are so happy to welcome WNYC Studios to our family of subscribers,” noted Edison Research SVP Tom Webster. “We have served New York Public Radio in a variety of capacities for nearly 15 years, and we are honored to be a part of their podcast strategy.”  

The Podcast Consumer Tracker from Edison Research is a first-of-its-kind research product designed to serve the ongoing needs of leading podcast networks, agencies, and consultancies, and is the source of the 
Top 50 Most Listened To U.S. Podcasts of 2020. Current subscribers include Stitcher/Midroll, NPR, Wondery, ESPN, and many other producers and podcast platforms.  
Since 2019, The Podcast Consumer Tracker has offered a bespoke service to the growing podcast industry and provides members with reliable and regular data on the podcast audience, what they are listening to, and the relative reach and awareness of the leading podcast networks. Each quarterly report tracks demographics, content preferences, listening behaviors, sales targeting information, and other custom measures.  

Edison Research has served the podcast industry for over 16 years through continual coverage of the medium in The Infinite Dial® and Share of Ear® research.


WNYC Studios is the premier producer of on-demand and broadcast audio, and home to some of the industry’s most critically acclaimed and popular podcasts, including RadiolabOn the MediaTrump, Inc.The New Yorker Radio Hour, Death, Sex & MoneyDolly Parton’s America, and The United States of Anxiety. WNYC Studios is leading the new golden age in audio with podcasts and national radio programs that inform, inspire, and delight millions of intellectually curious and highly engaged listeners across digital, mobile, and broadcast platforms. Programs include personal narratives, deep journalism, revealing interviews, and smart entertainment as varied and intimate as the human voice itself. For more information, visit 


About Edison Research   
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the space. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison is the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election.  


NEP and Edison Research will expand in-person early voting interviews and implement Covid-19-related protocols to maintain health and safety.

With record numbers of Americans expected to vote before Election Day, the exit poll of record, conducted by Edison Research on behalf of ABC News, CBS News, CNN and NBC News, will begin interviewing voters at early voting locations around the country on October 13.

“More Americans are expected to vote before Election Day this year than any other election in history, and the member networks of the National Election Pool (NEP) and Edison Research have developed innovative new techniques to account for that in our long-standing exit poll,” said Joe Lenski, co-founder and Executive Vice President of Edison Research.

The NEP’s exit poll is the only survey that will be released on election night that represents the views and opinions of actual voters interviewed as they cast their ballots all across the country.

As it has since 2004, the NEP exit poll will also include extensive telephone surveys of those planning to vote by mail to ensure that all voters are represented in Election Night coverage across the pool’s member networks and subscribers. This year, those polls will reach more than 25,000 voters casting ballots before Election Day.

For the first time in 2018, NEP’s exit poll included in-person interviews with those voting at early voting locations. The technique proved highly accurate in Nevada and Tennessee, the two states in which it was used that year, and was successfully expanded in this year’s presidential primaries in North Carolina and Texas. For the presidential election this fall, early voters will be interviewed in person in eight critical states.

“In 2018, Edison and the NEP pioneered the technique of conducting interviews at in-person early voting sites, and today, we’re using that valuable experience to expand those efforts for 2020,” said Lenski. “It’s simply a matter of taking our time-tested models and applying them to the ways people vote today.”

The 2018 exit poll also incorporated methodological improvements to better reflect the educational and age makeup of the electorate in the NEP’s results. Those improvements will be carried through to 2020. In order to make reliable, direct comparisons to the 2016 exit polls for the size of subgroups including age, education and income, the NEP members and subscribers will be using trend-adjusted results that apply the techniques added to our standard methodology in 2018 to the results from 2016.

In addition to adapting to the changing ways that voters cast their ballots, the NEP is taking precautions to ensure that voters participating in our in-person exit polls remain safe.

The NEP tasked Edison Research to conduct tests to determine best practices for safe and secure exit polls even in the midst of a major public health crisis. Exit polls will be conducted by interviewers wearing masks, who will remain six feet away from respondents and will have new, single-use pencils available for each voter filling out the exit poll questionnaire. Hand sanitizer and sanitizing wipes will be available for voters to use before and after completing their exit polls.

In addition to the exit poll, the NEP and Edison Research will be tabulating the vote from all counties in the U.S. for statewide and congressional races as it has done in previous elections.

Edison Research
Joe Lenski

In 2018 the National Election Pool (NEP) incorporated several changes to the exit poll questionnaire and the survey weighting to help improve the accuracy of the reported size of groups by age and education in the exit polls.  The wording of the education question was changed and the education question was placed on the front side of all questionnaires.  In addition, we applied an adjustment for non-response by education and by age using parameters developed by comparing past Census estimates of turnout among these groups and past Exit Poll estimates of turnout among these groups.

The application of these changes starting in 2018 means that direct comparison of the size of voting groups by age, education, and income in 2020 cannot be made with the published survey results for those groups from 2016.  In order to allow comparisons of age, education, and income from the 2020 exit polls with those from 2016 we have applied the new age and education parameters retroactively to the 2016 surveys.  These “trend adjusted” composition numbers for age, education, and income should be used for comparison with the national survey and the twenty two states where we will have conducted state exit polls in both 2016 and 2020.

We have produced the attached spreadsheet with the trend-adjusted compositions for these demographics for the 2016 national and state surveys to be used for comparison with the 2020 exit poll results for these demographics.

To find the NEP exit poll 2016 trend-adjusted data click here

We strongly recommend when reporting on changes to the size of the electorate among age, education, income and related sub-groups in 2020 that all organizations use these trend adjusted compositions from 2016 for comparison.

For every other question we recommend that the published compositions from the 2016 exit polls should be used for comparison and trending with the 2020 exit poll results.

For the vote results among all questions including age, education, and income, the published 2016 exit poll results should still be used for comparison.

Edison Research Podcast Appearances

You may know Edison Research for our projects in the podcasting space including The Podcast Consumer Tracker, The Infinite Dial®, and the Share of Ear® study. You may be familiar with Senior Vice President Tom Webster‘s prolific writing and speaking about the universe of podcasting, as well his his own podcasts, “The Marketing Companion” and “The Freenoters.”

In addition to being avid researchers of podcast listening (and consumers of podcasts — we have a podcast club at Edison Research), some of our Edison Research team members make appearances on podcasts of all types to discuss topics such as upcoming elections, the state the audio space, and even moms and media in the U.S. We enjoy discussing research projects and the implications the results have for our culture and our world.

Below is a Spotify playlist of some of our recent podcast guest appearances. You can also search Spotify for The Edison Team Podcast Appearances playlist from Edison Research.

Special thanks to all the hardworking podcast hosts and producers who graciously included us in their pods!

Click here to open Spotify for podcast appearances by Edison Research

The Infinite Dial South Africa 2019 — Save the Date


Join us as Larry Rosin, Founder & President of global firm Edison Research, presents the first annual Infinite Dial South Africa study on Wednesday, September 18, at 8:00am EDT/2:00pm SAST. This presentation will reveal the latest digital audio, social media, mobile, radio, and podcast habits of South Africans living within the major metro commercial areas. The complete presentation will be available at edisonresearch.com subsequent to the webinar.

Click here to register for the Infinite Dial South Africa webinar. 

The Infinite Dial South Africa was commissioned by South Africa’s National Association of Broadcasters (NAB) Commercial Radio Committee and sponsored by Triton Digital, and provides new insights into what South Africans in the major metro commercial areas are consuming online, as well as tracking data from the 2017 and 2018 studies.  The Infinite Dial research for South Africa is patterned on the longest-running survey (1998) of digital media consumer behavior in the USA and provides an up-to-date profile of the South African digital consumer.


About Edison Research
Edison Research conducts survey research and provides strategic information in over 50 countries for clients including AMC Theatres, AMC Theatres, Amazon, Apple, The Brookings Institute, Facebook, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, and SiriusXM Radio. Our national tracking study The Infinite Dial (in its 22nd year in the United States and now also conducted in four other countries), and the syndicated Share of Ear® are two of the most widely-cited studies in the audio space. Edison is also the leading podcast research company in the world and has conducted research for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the podcasting space. Edison is also the leading provider of face-to-face consumer research. Edison’s network of more than 20,000 experienced interviewers allows the company to conduct research in almost any location. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool. For the 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.