Podcasting

Measuring the Success of Branded Podcasts: Choosing the Right Yardsticks

Branded podcasts

We are all making data-driven decisions. And so we should be. The key thing is choosing the most relevant measure of success. And when it comes to branded podcasts, that measure is not just downloads or impressions. Branded podcasts are something of a unicorn in the media world. And that means they require a different […]

Measuring the Success of Branded Podcasts: Choosing the Right Yardsticks Read More »

Let’s Think about Podcast Consumers, Not Just Listeners

One of the privileges of working on the biannual Cumulus Media / Signal Hill Insights’ Podcast Download Report over the past four years has been the opportunity to keep a close eye on changes in podcast platform usage in the US. In particular, we have been able to track YouTube’s emergence as a leading podcast

Let’s Think about Podcast Consumers, Not Just Listeners Read More »

New Frontiers in Brand Lift for Digital Audio

Brand Lift for Digital Audio

As we’ve explored in this series of posts, brand lift is a powerful methodology for measuring and understanding how an ad campaign’s message is resonating with audiences. That goes to show the return on investment when your goals are in the upper-funnel, like awareness, favorability, and intent. Without a doubt, proving that effectiveness is valuable

New Frontiers in Brand Lift for Digital Audio Read More »

Making the Case for Podcasts on Younger Demo Ad Buys

We’re seeing a compelling case for podcasts as an increasingly important consideration in any ad campaigns targeting anyone under the age of 35. That’s our key takeaway from working as the research partner with Tom Webster and Bryan Barletta of Sounds Profitable in the new study The Medium Moves the Message: A Comparative Assessment of

Making the Case for Podcasts on Younger Demo Ad Buys Read More »

Brand Lift Is the Ad Attention Metric You’re Looking For

podcast brand lift

Attention. That’s really what podcasters are asking of their audiences, and therefore that’s what advertisers are buying on podcasts. It’s also why a recent blog post from Dan Misener, co-founder of the podcast growth agency Bumper, got, uh, a lot of attention from the industry. Dan proposes a method to help podcasters to “[m]easure attention,

Brand Lift Is the Ad Attention Metric You’re Looking For Read More »

What Makes Podcasts a Powerful and Unique Medium for News

daily news podcasts

One of the most under-reported data points about podcasting is the popularity of news podcasts. Lost amid all the stories about Joe Rogan and true crime podcasts is the fact that a whole lot of people get their news from podcasts. The question is, why? And, more importantly, in today’s news-saturated media environment, what makes

What Makes Podcasts a Powerful and Unique Medium for News Read More »

Digging the Demos in Triton’s 2022 U.S. Podcast Report

podcast audience survey

Recently, Triton Digital released their 2022 U.S. Podcast Report, and it’s chock full of tasty data and overall positive news for podcasting. The top headline is that overall downloads are up 20% over 2021. Moreover, the average listener downloaded 1.1 more hours of content a week, too.  The report also reveals some very strategic demographic

Digging the Demos in Triton’s 2022 U.S. Podcast Report Read More »