Edison Research Releases Podcast Industry’s First All-Inclusive U.S. Top 10 Podcast Ranker

 

Edison Research is pleased to announce its first Top Ten Podcast ranker, new from the company’s subscription product, the Podcast Consumer Tracker (PCT). The ranker depicts the top ten podcasts in America by reach among weekly podcast consumers. The PCT is the only comprehensive and all-inclusive study of the reach of podcast networks and shows in America.

The top ten podcasts in America for the third and fourth quarters of 2019, as ranked by the percentage of weekly podcast consumers 18+ who have listened to them, is as follows:

  1. The Joe Rogan Experience
  2. This American Life
  3. The Daily
  4. My Favorite Murder
  5. Crime Junkie
  6. Stuff You Should Know
  7. Wait Wait…Don’t Tell Me!
  8. Serial
  9. Pod Save America
  10. Radiolab

Begun in Summer 2019, the PCT is now in its third quarter of fielding and is the only study that measures the entire podcast space continuously, compared to other download rankers which only measure participants/customers of those rankers, or users of a specific platform. As such, the PCT offers a holistic view of the reach and impact of all leading podcasts and podcast networks.

“This ranker looks deceptively simple,” notes Edison Research  Senior Vice President Tom Webster, “but it’s the product of hand-coding tens of thousands of podcasts from a sample of over 4,000 podcast listeners. Podcast listening is still fairly fragmented, and it wasn’t until we had this large a sample that we felt it would be responsible to even put out a top ten, let alone a longer list.”

The PCT is sampled continuously throughout each quarter to negate the effects of limited releases and new shows and is weighted to the industry standard measure of podcast listening, the Infinite Dial research series from Edison Research and Triton Digital.

“Attempting to distill the listening habits of thousands of podcast listeners is a formidable research challenge, not to be entered into lightly, and certainly not by fielding a small sample study over a handful of days,” said Webster. “Fortunately for us, we had the mechanisms and methodology in place from other large sample projects, like our Share of Ear® series, to do the task justice and finally provide podcast networks, agencies, and media buyers with numbers they can trust and that can be projected across the entire listening population.”

How The Study Was Conducted: The Podcast Consumer Tracker data is based upon 4,053 online interviews with weekly podcast consumers in the United States, ages 18 and older. Interviews were conducted in English and Spanish. Sampling was conducted continuously over the last two quarters of 2019, with Quarter Three interviews conducted July 7 through September 30, 2019 and Quarter Four interviews conducted October 1 through December 21, 2019. All respondents were instructed to enter the names of all podcasts they listened to the week before the interview into an online diary and were provided instructions to obtain that information from their podcast client/player of choice. All responses were unaided and hand-coded by Edison to determine actual show name, producer, genre, and other information. Data is weighted to nationally representative numbers for weekly podcast consumers from The Infinite Dial 2019, from Edison Research and Triton Digital.

The Podcast Consumer Tracker is Edison Research’s flagship podcast research study and is subscribed to by a host of producers and agencies including NPR, Wondery, WarnerMedia, ESPN, and many other leading players in the space. In addition to network reach statistics, the study also provides the only nationally representative look at the purchasing and consumption patterns of podcast listeners, content preferences, and advertising targeting information across a broad array of consumer goods and services.

Fielding is continuous and currently underway for the next quarterly report in the series, to be delivered in April 2020. More information is available at https://www.edisonresearch.com/the-podcast-consumer-quarterly-tracking-report/. 

Tom Webster on Podcasting’s Biggest Mistake

Edison Research Senior Vice President Tom Webster speaks often on podcasting and the trajectory of the medium, and his recent trip to Podcast Movement Evolutions inspired him to consider what could loom as Podcasting’s Biggest Mistake.

Yes, podcasting sprang from the loins of radio — so stipulated. But over the course of about 11 years, from 2004 to 2014, it became its own dog. There was no Big Podcasting. You might quibble about NPR/This American Life, but really, the audience sizes were nowhere near where they are today, so it’s hard to think of anyone in the first 11 years of podcasting as Big Podcasting.

Podcasting didn’t start in control of the monied few and gradually become democratized. Podcasting started as a democracy, and now faces the incursion of the monied few.

Click here to read the rest of  Tom Webster’s Podcasting’s Biggest Mistake on Medium.

 

 

The New Hampshire Democratic Primaries – How They Won and Lost

By Sarah Dutton

The New Hampshire Democratic Primary electorate is overwhelmingly angry with the Trump administration (79%) and a majority is focused on candidates’ electability (63%) over issue positions (33%), according to Edison Research exit polls. 

The final vote tallies for the top three candidates – Sanders, Buttigieg and Klobuchar – showed a close race, and in the final days, a fluid one. There were twice as many “late deciders” – voters who made up their minds which candidate to support in the days leading up to Election Day – this year as in 2016; 51% of the electorate said they decided who to vote for on election day or in the last few days leading up to it, compared to 25% in 2016.  

Among those who decided on election day or in the last few days before election day, 28% supported Pete Buttigieg, and nearly as many – 26% – voted for Amy Klobuchar. Voters who made their minds up earlier in the race supported Sanders.

Both Buttigieg and Klobuchar had good news heading into the New Hampshire Democratic Primary: Buttigieg won the most state delegates in the Iowa caucuses, and Klobuchar was widely considered to have done well in the most recent Democratic debate.  The New Hampshire exit poll provides more evidence of the boost Klobuchar may have gotten from last Friday’s debate; 49% of voters said the recent debate was an important factor in their vote choice, and she won this group with 29%.

Perceptions of the candidates’ qualities also contributed to the strong showings by Sanders, Buttigieg and Klobuchar. Among the 36% of voters who said they want a candidate who can bring needed change, Sanders was their choice, with 37%.  A third said that a candidate that can unite the country was most important to them, and Klobuchar won them with 33%, followed by Buttigieg with 29%.   

Sanders won with strong support from voters under 30 (47%), the most liberal wing of the party (46%) and new voters (29%). 

Sanders, Buttigieg and Klobuchar took the top three spots in the final vote tally. What happened to two of the other frontrunning candidates, Joe Biden and Elizabeth Warren?  

Biden’s arguments about why he should be the nominee just didn’t connect with these voters. He has emphasized his foreign policy experience but came in third (20%) to Buttigieg (27%) and Klobuchar (23%) among voters who chose it as the most important issue in their vote (just 11% did so).  

Among the four in ten voters who want to see a return to the policies of his former boss President Barack Obama, 28% voted for Buttigieg and 26% for Klobuchar, with Biden in third place at 15%.  

And finally, Biden did poorly on one of his strongest arguments to voters, electability; among the 63% of voters focused on beating Trump in November, just 10% chose him as their candidate, after Buttigieg (28%), Sanders (21%), Klobuchar (21%) and Warren (11%). 

Warren did poorly with most demographic groups, coming in near the bottom of the field among both women and men, young voters under 30 and voters 65 or older, and Independents.  Thirty percent of white college-educated women voted for Klobuchar, twice the percentage that voted for Warren (15%). As a progressive candidate, she did better among very liberal voters (19%) but came in a distant second to Sanders (46%). 

There is plenty of additional data to mine from the New Hampshire exit poll – more noteworthy data nuggets to come! 

AFTER THE 2020 IOWA DEMOCRATIC CAUCUSES 

By Sarah Dutton

The Iowa caucuses are over (ish) and the candidates have moved on to New Hampshire, the next contest in the race for the Democratic nomination.  But as the first nominating contest, the entrance polls from the Iowa caucuses can offer some insights into potential trends among the electorate. How did electability factor into vote choice? Did voting patterns match assumptions about which demographic groups back each candidate? Did last minute campaigning have an impact on vote choice? Here are some takeaways from the Edison Research entrance polls, completed as voters went into their caucus locations. 

Electability mattered to nearly two in three caucus goers. These Democratic voters clearly prefer a candidate who can beat Donald Trump in November (61%) over one who agrees with them on the issues (37%). But Iowa voters who prioritize beating President Trump did not coalesce around one candidate who they view as most electable; similar percentages chose Buttigieg (24%) and Biden (23%).  Among the smaller percentage of voters who prefer a candidate with whom they agree on the issues, 36% chose Sanders.  

Moderates and liberals support different candidates, continuing a trend observed in Iowa in 2016.  In 2016, Clinton won moderate and conservative voters by 20 points, while Sanders won most of those who described themselves as very liberal by about the same amount – 19 points.  This year, very liberal voters once again supported Sanders (43%), followed by Elizabeth Warren (28%), while moderate and conservative voters evenly split their votes between Joe Biden (25%) and Pete Buttigieg (25%).  

There is also a gap between moderates and liberals on health care policy. While all three ideological groups chose health care as the most important issue in their vote, they disagreed on how health care policy should be structured.  Nearly nine in ten very liberal caucus goers support replacing private health insurance with a single government plan for everyone, and a majority of voters who are somewhat liberal agree. But support drops to only 35% of moderate/conservative voters. 

Sanders’ supporters overwhelmingly back replacing private health care with a government run system (92%). 

Late deciders broke for moderate candidates. Voters who decide on a candidate just before an election can make a difference in the results;  “late deciders” helped elect Donald Trump in November 2016, and gave Hillary Clinton a boost before the 2008 New Hampshire primary. In the Iowa caucuses this year, Joe Biden and Pete Buttigieg benefitted from the support of these late deciders; among those who made up their minds who to support on the day of the caucuses, Biden received 24% of their support and Buttigieg 21%. Sanders’ voters had made their minds up much earlier in the race; 64% of Sanders’ voters say they made up their minds before January. 

The age gap that was evident in pre-election polls was confirmed in the Iowa entrance polls. Voters under 30 backed Sanders (48%) over the other candidates by a sizable margin, and while his support was larger among this group in 2016, there are far more candidates in the race this year.  Voters age 65 and over backed Biden. And at 24%, these under-30 voters made up a larger share of the vote than in 2016 (18%) and 2008 (22%). Four in five Sanders’ supporters were under age 45.

 

 

 

 

 

Firsttime voters weren’t the force they have been in the past. There were fewer new voters, that is, those participating in a caucus for the first time, this year compared to past Iowa caucuses. Only 37% said this was their first time caucusing, down from 44% in 2016 and 57% in 2008. And while first-timers heavily supported Sanders in 2016, this year he wasn’t the only candidate who brought firsttime voters to the caucuses: 31% supported Sanders, and another 25% supported Buttigieg. 

Pete Buttigieg, who spent large blocks of time campaigning in Iowa, had a good night. While Buttigieg won few demographic groups outright, he ran well among many of them. He won among women (24%), and came in second to Sanders among men (21%). He came in second – again to Sanders – among voters under 45 and won those age 45 to 64. He won college graduates with 23% of the vote, and came in second among those without a college degree. Buttigieg tied Biden for the top spot among moderate/conservative voters (25%), and tied Sanders (24%) with those voters who said health care was the top issue in their vote choice. 

The Iowa caucus process benefits candidates who can hit the 15% threshold in the most precincts, and Buttigieg’s broad appeal among various demographics in the entrance poll helped him here too.  According to the latest results from the Iowa Democratic Party, Pete Buttigieg reached the 15% threshold in more than 80% of the precincts across the state, more than any other candidate. 

Next up –  New Hampshire, the first primary, to see whether these trends continue. 

Out-of-Home Case Study: Health Media Network

Health Media Network’s tagline, “Patient Education at the Point of Care,” appropriately illustrates how the company works to educate patients on-site through a system of digital media, which delivers targeted health education in doctors’ offices.

When Health Media Network wanted to measure the effectiveness of an OTC health brand promotion, they engaged Edison Research to assist with their research goals. The goal of the research was to “examine the impact and effectiveness of the Health Media Network promotional campaign on brand engagement, opinion and purchase intent.” We implemented an on-site intercept study across doctor offices in multiple locations to gather data.

Our experienced interviewers identified patients age 18+ leaving doctor’s offices in multiple locations who recalled seeing a digital video display on-site and conducted an interview to determine ad effectiveness. Those who did not recall seeing a digital video display were also interviewed as a control group.

Through this on-site intercept study, we were able to answer many of the research questions posed by HMN. First, those who recalled the ad are highly engaged with the brand, with 57% having a more favorable brand opinion after the exposure. We found that there was brand lift associated with the HMN promotion, including increased purchases in the next twelve months, brand recommendations, and brand relevance. Sixty percent of those who recalled ads said the ad was more believable because it was in a doctor’s office versus on their television at home.

Because interviewers interact directly with respondents, they are able to collect direct quotes from those who recall (or don’t recall) out-of-home ads, such as, “I’m listening to advice more carefully at the doctor’s.” These in-person interactions can create a more complete understanding of the success of the brand campaign.

 

For more information on our custom digital out-of-home research capabilities, please contact info@edisonresearch.com.

Click here to access On-Site Insights, a digital out-of-home study conducted by Edison Research to gauge recall and perceptions of DOOH advertising in the places where consumers work, shop, eat, and travel. 

About Edison’s Out of Home Research: Edison Research is one of the leading out-of-home media and marketing research companies in the world, with an unparalleled ability to conduct logistically complicated projects in multiple locations quickly and efficiently. We have over 19,000 trained pollsters and utilize our experience as the sole provider of exit polling data to develop cost-effective and sound methodology for determining consumer opinion. We measure opportunity to see, vehicle and advertising reach, dwell time and other audit metrics, as well as key effectiveness measures like awareness/lift, usage and willingness to consider. We can also gather important demographic, psychographic and behavioral information about your audience or customers to help optimize current campaigns and inform future ones.

About Health Media Network:
via www.hmnads.com — Launched in 2007, Health Media Network (HMN) is a leading and trusted Digital Point of Care media company. HMN provides targeted health education in Physician Waiting Rooms and Hospital Systems to advance consumer health literacy and facilitate better doctor/patient conversations.