Advertisers are keen on podcasts but confounded as to where they should put their money. Podcasting offers more than 900,000 shows, star hosts, and legions of engaged, loyal listeners — but results-driven brands want granular data, which has been hard to come by. Now, Nielsen is offering a game-changing service that reports who is listening and their consumer behavior. Nielsen's Podcast Listener Buying Power service marries the company's widely-used Scarborough consumer data with details on podcast listening. Subscribers can drill down on 18 podcast genres and more than 100 specific shows, and layer that with 2,000 retail or plan-to-buy categories, detailed demographics, and even specific brands. This week, Nielsen announced that PodcastOne is now a subscriber to Nielsen's Podcast Listener Buying Power service. This follows last month's announcement that IPG Mediabrands was the first ad agency to sign on, joining over 12 major podcast publishers.
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