podcast

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:

…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:

NEW: The Podcast Consumer Quarterly Tracking Report

Edison has just announced a first-of-its-kind quarterly tracker of podcast consumers and the networks (and leading shows) they listen to. Learn more about the Podcast Consumer Quarterly Tracking Report here.

Audience Research

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.

Consulting Services

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 VP Tom Webster quoted in Tech News World

In an article entitled, “E-Marketers: Looking for a Few More Good Men,” Webster speaks about Podcasting and it’s role in reaching the Male Market. From TechNewsWorld.com on September 6, 2007.

Tom Webster on Podcasters in the Pittsburgh Tribune

Edison’s Vice President comments on the behaviors of podcast users. From PittsburghLive.com on August 22, 2007. View Article (HTML)

Internet & Multimedia 2007 Reports:

  • Five years later: Media Perceptions from 2002 to 2007, the latest report by Edison Media Research on consumers’ perceptions of media now, compared to 2002. This year, Internet passes radio and closes in on television as “most essential” medium in American life.
  • Attitudes and Trends in Radio among Hispanics: This report by Edison Media Research and Arbitron (presented at Radio Ink’s Hispanic Radio Conference/May 2007) offers a fresh look at Hispanics and their perceptions of media and radio, and usage of digital platforms, including online radio and iPods.
  • The Infinite Dial 2007: Radio’s Digital Platforms, the latest study by Edison Media Research and Arbitron, is a follow-up to last year’s Infinite Dial study — in it, we further explore the digital audio platforms (online radio, satellite radio, HD Radio, and podcasting among others) that expand the radio market, their impact on AM/FM radio, and implications for advertisers and media planners.
  • Podcast Research

    The Podcast Consumer Revealed: An Exclusive Early Look at the Growing Podcast Audience

    This study, taken from the recently released Arbitron/Edison Media Research Internet and Multimedia 2006 survey, is the first detailed, publicly available data on the 11% of the country who have listened to a podcast (by any name). Edison first presented this data at the Corporate Podcast Summit in San Francisco on June 21st, 2006, and […]