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
- Knight Foundation – Public Radio Super Users Study
- 2018 Podcast Movement Presentation
- Podcasting: A Manifesto for Growth
- NextRadio Presentation: Podcasting–The Next 10 Years
- 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 since 2006, and have also been measuring podcasting’s overall Share of Ear® since 2014. 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 the information they can trust.
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.
Our Brand Lift methodologies are variable according to the exact circumstances of the podcast or network concerned, but generally involve one of these three methods:
- Pre/Post campaign surveys solicited by in-podcast audio callouts
- A/B testing by comparing the audience for a given podcast or network with our national panel of podcast listeners
- “Forced Listening” studies for branded podcasts or shows with niche audiences.
Any and all of these methods are custom and adjusted to the unique nature of each show or network. Edison prides itself on providing actual brand lift metrics for brands and agencies, and not simply “copy testing” data.
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
Edison Research announces the release of The Podcast Consumer 2019, the latest in an annual series of closer looks at the audience for podcasting in America. This report comprises new research from The Infinite Dial 2019 from Edison and Triton Digital, as well as previously unreleased data from Edison’s Share of Ear research, a syndicated […]
Podcasting and Audiobooks Both Attain 50% Reach; Facebook Usage Continues to Drop Edison Research and Triton Digital reveal results of The Infinite Dial 2019 Podcasting shows explosive year-over-year growth as gains in spoken-word audio mark the 2019 Infinite Dial Study by Edison Research and Triton Digital®. Among the U.S. population ages 12 and older, the […]
By Megan Lazovick Thirteen years ago, when the only ways to listen to a podcast were through a computer or by transferring it to an iPod, someone from Edison Research added a question about podcast listening to our annual study Infinite Dial study. Thanks to the foresight of that hero of an audio geek, Edison […]