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With Mother’s Day this weekend, we are taking a look at how podcast advertising reaches these beloved and sought-after-by-advertisers icons: Moms.
Last week, Edison Research released the Top 50 podcasts in the U.S. among Weekly Podcast Listeners for the first quarter, as captured by Edison’s Podcast Metrics. The enormous dataset we produce doesn’t just measure the size of podcasts’ audiences, but it can also tell us which podcasts have the largest concentration of specific weekly listener subgroups.
Listed nearby are the shows with the highest portion of their audience being “Moms”, which here we are defining as women with children in their household age 17 or younger:
Kail Lowry, the 33-year-old mother of seven and MTV “Teen Mom” alum, appears to have a unique appeal to moms with her content. Lowry is the co-host of the two shows with the highest concentration of moms, Karma & Chaos and Coffee Convos.
Interestingly, all but one of these titles are hosted or co-hosted by moms, but none focus exclusively on topics relating to parenting. Instead, they cover a wide variety of subjects and conversations, including True Crime, Pop Culture/Entertainment, and Family/Relationships. Many of these hosts use their podcasts to directly connect with fans and followers, sharing an almost unfiltered look into their personal lives. Another interesting element of these hosts is that many of them found fame before podcasting, quite a few on reality television. Podcasting has seemingly become the next frontier for them to engage with fans.
Leveraging Edison Podcast Metrics not only gives podcast producers, marketers, and creators the power to understand how big a show’s weekly audience is, but it also provides a nuanced look into who listens to specific titles, and which are the most efficient for reaching specific audiences. Visit our website or contact us directly to learn more about Edison Podcast Metrics.
