Super Listeners 2020 with Podcast One and Ad Results Media — save the date

You are invited to join us on Tuesday, December 8, 2 PM EDT as we debut the second annual Super Listeners study from Podcast One, Ad Results Media, and Edison Research.

Podcast One CEO Peter Morris, Ad Results Media CEO Marshall Williams, and Edison Research SVP Tom Webster will walk attendees through an exclusive look at those who spend the most time listening to podcasts, their attitudes towards podcast advertising, and how they view podcasting in the greater media landscape.

Last year we unveiled a look at who podcast “super listeners” are — they listen to five or more hours of podcasts weekly and are the people most likely to hear podcasting ads and to have an opinion about them.

This year’s in-depth analysis of podcast super listeners from Podcast One, Ad Results Media, and Edison Research further explores the relationship between super listeners and podcast advertising with specific insights on the following:

• How super listeners feel about the number of ads in podcasts and the length of ad breaks
• Attitudes about host-read ads v. pre-recorded ads v. sponsorships
• How podcast advertising affects intent to purchase and other brand fit measures
• Ad-skipping behavior

…and many more insights from this annual flagship study of podcasting’s best customers. We hope you will join us!

Click here to register: https://us02web.zoom.us/webinar/register/WN_sWkROignRimuX5-VUgtIfA

Continued Election Day 2020 Coverage

The exit poll of record for the U.S. presidential election is conducted by Edison Research on behalf of The National Election Pool (NEP), comprised of  ABC News, CBS News, CNN, and NBC News.

Edison Research began interviewing voters at early voting locations around the country on Oct ober 13, and will continue through election day, with the bulk of the interviews being conducted across the United States on November 3. 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.

Click here for more on Edison Research and U.S. elections, and see below for more Election Night 2020 coverage, including exit poll data.

Click on the links below for Election Night 2020 coverage, including exit poll data:

 

 

 

 



 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In-Car Listening Shows Americans Increasingly On the Move 

Latest Share of Ear Study released by Edison Research

 

Edison Research today released the latest update of the Share of Ear® report to clients, based on interviews conducted during October, 2020. The listening location data from Share of Ear sheds some light on which locations U.S. listeners are consuming audio now that quarantine restrictions are being lifted in some areas. 

Listening shifts from home back to the car as quarantine restrictions lift in Q3 
Prior to COVID-19 restrictions in Q2 2020, 32% of all audio in in the U.S. was consumed in car. When quarantine restrictions went into place in Q2, erasing many Americans’ commutes and greatly reducing travel in general, in-car listening plummeted by 37% so that it accounted for only 20% of all listening. This caused at-home listening in Q2 to soar from 49% of all listening to 70% of all listening, an increase of 43%.

 

The latest research from Share of Ear, conducted in early September, shows a shift back to the car as quarantine restrictions have been lifted by varying degrees across the country. In-car listening grew from 20% in Q2 to 28% today, not quite equal to the pre-COVID number of 32% of all listening.  

An increase of Q3 audio consumption in car means a decrease at home, where we see at-home listening levels fall from 70% in Q2 (the beginning of quarantine) to 59% of all listening today.

 

At-home listening levels still higher than before quarantine 
At-home listening, although at lower levels since Q2, is still 10 points higher than pre-COVID listening. With a U.S. workforce that has seen many employees transition to home office environments, future surveys will bear out whether or not this is a permanent shift. 
 
At-work listening sees gains 
When quarantine restrictions began in Q2, at-work listening fell by almost half from 15% of all listening to 8%. The latest research in Q3 shows that at-work listening has slightly rebounded, growing from 8% to 10% of all audio consumption, an increase of 25%. 
  

 

The Spoken Word Audio Report 2020 from NPR and Edison Research

Spoken Word Audio Share in the U.S. Up 30% Since 2014 

NPR & Edison Research report Women, African-American, Latino/Hispanic, and 13-34-Year-Olds Drive Growth

The share of time spent listening to spoken word audio in the U.S. has increased 30% in the past six years, and 8% in the last year, with the highest levels of growth coming from women, African-Americans, Latinos and 13-34-year-olds. Music’s share of listening decreased by 8% over the last six years. These findings are part of the second annual Spoken Word Audio Report from NPR and Edison Research, presented today in a webinar hosted by Edison Research Vice President Megan Lazovick, and Michael Smith, NPR’s Chief Marketing Officer. The report is available now at www.NPR.org/spokenwordaudio

The Report examines spoken word audio, which includes podcasts, news, sports, talk radio and audiobooks, and finds that  43% of the U.S. population 13+ listen daily to spoken word audio. Additional findings include: 

  • Those who listen to spoken word audio daily average two hours per day listening to spoken word — nearly half (48%) of their daily listening time.
  • Spoken word listening accounts for 26% of all listening by those A13+ in the U.S, up from 24% in 2019.  
  • Podcast and audiobook listening both attained an all-time high reach with 55% of the U.S. population having ever listened to a podcast and 54% having ever listened to an audiobook 
  • Mobile technology is driving spoken word listening: 30% of all listening on a smartphone is to spoken word audio  
  • In addition to the convenience and multitasking benefits long recognized for spoken word listening, other strong motivators for increased listening are personal growth, better content, and spoken word’s ability to improve mental health. 
  • The Covid-19 pandemic has had an impact on listening as 40% of spoken word audio listeners age 13+ saying they are listening more since quarantine restrictions.

The Spoken Word Audio Report also includes six years of tracking data from Edison Research’s Share of Ear® from 2014-2020, which finds the largest increases in the share of time spent listening to spoken word audio among the following groups:   

  • African-Americans, 12% to 27% (125% increase) 
  • Age 13-34, 12% to 22% (83% increase)  
  • Women, 14% to 22% (57% increase) 
  • Hispanic/Latinos, 15% to 22% (47% increase)

“Growth in diverse listeners is exciting to see and is in sync with our initiatives. As the audio leader, NPR has helped move the needle for spoken word audio and we are encouraged to learn that we are reaching more listeners with our public-service journalism and programming,” says NPR CMO Michael Smith.    

According to Edison Research Vice President Megan Lazovick, “The spoken word listeners we interviewed across the country gave incredible insight into how important the medium is in people’s lives especially during COVID-19 disruptions. People are turning to spoken word audio for companionship, self-improvement, mental health and so much more. While music is still a large part of American’s audio diet, spoken word audio is an essential ingredient.” 

How the study was conducted:
Spoken Word Audio Study: A total of 1,000 online interviews were conducted with persons age 18+ using a nationally representative sample. Respondents qualified for the survey by consuming spoken word audio at least monthly. Data weighted to national 18+ U.S. population estimates. Additionally, in-person interviews were conducted with individuals who listened to spoken word audio at least monthly.

Edison Research Share of Ear®: A total of 4,318 respondents age 13+ completed an online or offline survey which was offered in English and Spanish. Data weighted to national 12+ U.S. population estimates and has been tracked since 2014.

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. The national tracking study The Infinite Dial® 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’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.

About NPR
NPR’s rigorous reporting and unsurpassed storytelling connect with millions of Americans every day — on the air, online, and in person. NPR strives to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners can find NPR by tuning in to their local Member stations (npr.org/stations), and now it’s easy to listen to our stories on smart speaker devices. Ask your smart speaker to, “Play NPR,” and you’ll be tuned into your local Member station’s live stream. Your speaker can also access NPR podcasts, NPR One, NPR News Now, and the Visual Newscast is available for screened speakers. Get more information at npr.org/about and by following NPR Extra on Facebook, Twitter and Instagram.

###  

Contacts, Press Only:   

  Laura Ivey
Edison Research
(908) 707-4707
livey@edisonresearch.com

Devon Landis
National Public Media at NPR
(202) 513-3490
dlandis@nationalpublicmedia.com

 

NEP & EDISON RESEARCH TO ONCE AGAIN CONDUCT EXIT POLL OF RECORD

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
jlenski@edisonresearch.com

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.