In the June 4 edition of Edison Research Weekly Insights (HERE), a clear and interesting strategic point is laid out for podcast advertisers.
“Buying ads on only the 32 biggest shows would yield a combined reach totaling half of all weekly podcast listeners, or 50 million people. While advertising in these podcasts can be expensive, they are a powerful tool in reaching an attractive consumer pool. Advertisers would have to purchase spots in thousands of other podcast titles to reach the remaining one half of weekly podcast listeners.”
This remarkable insight is illustrated by the graph below:
These metrics come from Edison’s annual The Infinite Dial study, widely recognized as the most influential consumer survey of Americans’ listening choices, preferences, and habits.
Edison’s post, in addition to its inherent interest, promotes Nielsen’s Media Impact project, with which Edison Research collaborates.
