Shifting Ad Dollars to Podcasting Increases Campaign Reach
By Edison Research
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A critical next step for the U.S. podcasting industry (and its’ 115 million weekly listeners) is full integration into broader media strategies. Podcasting now has a seat at the media-planning table thanks to the new Nielsen Podcast Fusion powered by Edison Research in Nielsen Media Impact (NMI).
Until now, podcast listening data has been available only in the silos of individual measurement systems. For the first time, podcast listening data is now integrated into the industry-standard media planning system, allowing users to plan and optimize campaigns across podcasts, TV, radio, and other media platforms. This allows the podcasting industry to focus on competing with larger media segments for shares of ad budgets, instead of only competing with one another for the available podcasting dollars. NMI is an essential tool to help podcasting “grow the pie” of ad dollars flowing to this medium.
Attendees at the IAB Podcast Upfronts yesterday were introduced to the capabilities of podcast measurement data in NMI. NMI illustrates how a lift in reach can be attained without increasing your overall advertising budget, as shown below. The chart uses NMI’s analysis to illustrate how moving dollars from traditional media sources to podcasts can create incremental reach for a particular campaign at no additional cost. On the left side of the graphic, podcasting accounts for 1% of the sample media plan among adults 18-44, resulting in a reach of 60% of that audience. When that spend is increased to 21% of the sample media plan, the resulting reach grows to 76%. This is a reach growth of 27% achieved for no additional dollars. This tool removes the guesswork for planners and advertisers and allows the podcast industry to compete for bigger advertising budgets.
This example uses overall segments such as linear TV, digital, and podcasting, but Nielsen Podcast Fusion also includes specific podcast networks and genres, as well as show-level data for top podcast programs. Other ways to use Podcast Fusion Data include analyzing how podcast reach grows by genre, how individual top podcasts add reach, which demos over-index for podcast listening, and how many impressions are needed to optimize reach on podcasts.
We are bullish on the benefits of this new tool available to the industry. For more information about NMI and Podcast Fusion Data powered by Edison Research, contact your Nielsen representative.
