podcast

For more information on The Podcast Consumer Tracker from Edison Research, click here.

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

The New Media Consumer: 2009

On April 29th, at the Inbound Marketing Summit in San Francisco, Edison VP Tom Webster presented a brief talk on some recent social networking stats taken from the 2009 Edison/Arbitron Internet and Multimedia Research series. The following slides present new survey data on America’s usage of all forms of new media, including online audio/video, podcasting, […]

The Infinite Dial 2009 – Presentation

The Infinite Dial 2009: Radio’s Digital Platforms, the latest study by Edison Research and Arbitron, is the 17th in our series of investigations of the Internet and new media’s impact on radio, revealing significant growth for a variety of technologies. We update the status of radio’s new digital platforms (online radio, satellite radio, HD Radio, […]

If Satellite Radio Went Away Tomorrow

The reported bankruptcy filing at Sirius XM Radio undoubtedly has some AM/FM broadcasters licking their chops. But even in the unlikely event that that terrestrial radio loses a competitor in the near future, it won’t “solve everything” for other broadcasters. Too much has changed. In this week’s Ross On Radio, Sean Ross looks at what would happen “If Satellite Radio Went Away Tomorrow.”

Podcast Research

The Infinite Dial 2014

The Infinite Dial 2014, the latest in this long-running series of studies on consumer adoption of digital media, was released today (see below for download information.) This new national survey from Edison Research and Triton Digital found that the weekly audience for all forms of online radio* is now 36% of all Americans age 12 and […]

The Podcast Consumer 2012

The Podcast Consumer 2012 is the seventh study in as many years of audio and video podcast consumption in America from Edison Research and Arbitron. This study is derived from the 20th study in the Edison/Arbitron Internet and Multimedia Research series, and is based upon a national, representative sample of 2,020 Americans 12+. The study […]

The Infinite Dial 2011 – Navigating Digital Platforms

Smartphone Ownership Doubles Year Over Year to Nearly One-Third of Americans Says New Arbitron/Edison Research Study Study Also Reveals That Facebook, Multi-Computer Homes Cross 50% Threshold The percentage of Americans age 12 and older who have a smartphone has more than doubled in the past year, from 14 percent to 31 percent of the population […]