Metrics & Research 2

Boomers are a tough podcast demo, but worth winning (Edison Research / NPR)

Posted on April 14, 2023 by Brad Hill

In nearly every listening metric, the Boomer generation lags younger groups when it comes to involvement in online audio generally, and podcasting specifically. That’s the conclusion of an interesting and revealing collection of data from Edison Research and NPR. Boomers act differently from younger groups in key audio-related behaviors, making older listeners clearly identifiable and attractive. Click for takeaways and a link to the study. Continue Reading →

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iHeart, Wondery, NPR lead Podtrac Top Publishers ranker, plus RAIN Remix

Posted on April 10, 2023 by Brad Hill

iHeartPodcasts, Wondery, and NPR were the top 1, 2, and 3 podcast publishers in March, according to the Podtrac Top Publishers ranker. This monthly accounting tracks Podtrac measurement clients only. Click through for the entire report, plus the RAIN Remix which re-sorts the data for an average per-show view. Continue Reading →

Podcast ad rates edge upward in March

Posted on April 4, 2023 by Brad Hill

The average cost per thousand (CPM) for podcast ads inched upward in March, across all measures of audience size. This according to AdvertiseCast’s monthly tracker, where average CPM for all audience size buckets (1,000 to 100,000+) settled in at $22.14, rising from the February average of $21.99. Click through for a 3-year trend chart. Continue Reading →

New podcasts dropped to new 13-month low in March

Posted on April 3, 2023 by Brad Hill

March saw the launch of 12, 408 new podcasts, the fewest in the 13-month period which includes March 2022. That metric from Listen Notes, which produces monthly and annual statistics of podcast creation. The high point of that 13-month span came in March 2022, when 22,533 new shows were created. Click for annual productivity and charts. Continue Reading →

2022 global recorded music earned $31B, grew 6.7%: MIDiA Research

Posted on March 28, 2023 by Brad Hill

MIDiA notes that 2022 totals represent “a year of realignment for much of the global economy.” The research firm observes that 2021 was a boom year, possibly driven by the global Covid phenomenon. 2022 growth was not as boomy, but still a robust stoary of growing revenue. Continue Reading →

Streaming audio share drops in-car compared to radio, especially when ad-supported: Edison Research

Posted on March 27, 2023 by Brad Hill

It is well established that in-car listening is a stronghold for American radio’s reach. A recent edition of Edison Research’s Weekly Insights series puts numbers to the comparative strength of AM/FM in the car, and compares them with out-of-car listening. Click for details and charts. Continue Reading →

Triton Podcast Ranker for February: Three new shows in a hundred

Posted on March 17, 2023 by Brad Hill

The latest Triton Digital US Podcast Report shows only three new shows in 100 listed, all three in the bottom twenty. Nine of the top ten podcasts are the same month-over-month. Click through for more stats, including a breakdown of sales representation. Continue Reading →

Podcasters enthused about ChatGPT; listeners middling; a takeaway for advertisers

Posted on March 16, 2023 by Brad Hill

Acast completed an interesting survey of podcasters and listeners to gauge sentiment regarding using ChatGPT in podcasting. The survey is a broad gauge of feeling about using AI in a podcast — podcasters and listeners are clearly of different sentiments, but there is a clear takeaway. Continue Reading →

Edison Research identifies top podcasts by reach, in topical breakdown

Posted on March 15, 2023 by Brad Hill

Edison Research has launched an informative series of blog posts in which top podcasts in different topical categories are identified, according to reach. This project skims the top layer of Edison Podcast Metrics, a subscription product. “The Monday after the Academy Awards seems like the perfect time to look at podcasts in some entertainment genres,” Edison observes. Continue Reading →

Apple, YouTube bask in Podnews Report Card

Posted on March 13, 2023 by Brad Hill

Results of the Podnews Report Card survey have been released, following a first view at Podcast Movement Evolutions. In that entertaining keynote session performed by Podnews editor James Cridland (amusingly interrupted by a faux DAI-inserted commercial), we learned how Podnews-reading podcasters rate distribution apps, directories, and monetization platforms. Click through for results. Continue Reading →

As pod listening raises annually, ad rates drop monthly

Posted on March 3, 2023 by Brad Hill

In yesterday’s Infinite Dial 2023 report conducted by Edison Research (RAIN coverage HERE) we saw growth stories for online audio generally, and podcasting in particular. Listening to podcasts (and online audio generally) trended upward. At the same time, the monthly CPM ad-cost tracker from AdvertiseCast shows ad rates dropping. Those two trends are not necessarily contradictory. Continue Reading →

Grab attention on radio; blend into podcasts: New research from Audacy / Veritonic

Posted on February 14, 2023 by Brad Hill

Audacy and Veritonic have released SoundCreative, a whitepaper summary of research performed last year. The subtitle describes the work’s purpose: “How To Build Winning Audio Ads.” The consumer survey was combined with proprietary content analysis. Continue Reading →

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