Weekly Insights · October 6, 2022

Weekly Insights 10.6.22 Efficiency Planning in Podcasts

By edison

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Using the data from Edison Podcast Metrics, not only can advertisers understand which are the biggest podcasts in America, one can now understand which of the biggest podcasts are the most efficient to buy against your target. 

We are soon debuting for clients the “Efficiency Ranker,” which can allow podcast advertising buyers and sellers to apply target demographics and see which shows deliver that demographic with the least “waste” – that is, not having listeners who are not in the target demographic. 

Here are the two shows in our dataset that are the most efficient for women and the most efficient for men. 

Most Efficient Show for Delivering Women Listeners: Coffee Convos 

A weekly show from PodcastOne, here is the description for Coffee Convos on the Apple Podcasts page: 

Coffee Convos is hosted by Kail Lowry of MTV’s Teen Mom and Lindsie Chrisley of USA Network’s Chrisley Knows Best. These two reality stars come from totally different worlds, but have become close through their shared experiences as mothers, reality stars, and women. They share who they really are and talk about the issues they face every day. They don’t always agree, but they love to have lively discussions about motherhood, friendship, television, family, and life in the public eye. Coffee Convos will feature all the latest in their busy lives, recommendations for other moms, and rants about trying to balance it all. 

The next most efficient podcasts for targeting women: Anything Goes with Emma Chamberlainand And That’s Why We Drink. 

Most Efficient Show for Delivering Men Listeners: Jim Cornette Experience 

A weekly show from Kast Media, here is the description for Jim Cornette Experience on the Apple Podcasts page: 

Jim Cornette hits you with his blunt and uncensored take on professional wrestling, entertainment, politics and more! 

The next most efficient podcasts for targeting men: “Talk is Jericho” and “Pardon the Interruption” 

Make sure you understand what this is saying.  These are not the biggest shows among men and women (those would be The Joe Rogan Experience and Crime Junkie respectively).  These are the shows that deliver women or men most efficiently or most purely.  In both cases over ninety percent of the audience is in this simple target of women/men.  Edison Podcast Metrics data allows you to apply your target (as an example, ‘women 25-54 with children under six years old’) and see which shows get you the most ‘bang for your buck.’


Election Data available from Edison Research and Reuters 

Edison Research has partnered exclusively with Reuters to distribute our election data from the November Midterms, through to 2024. Provide your audience with real-time election results and graphics, including Exit Polls, Vote Count, Election Projections, and more. 


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