Podcast: Nielsen, Westwood One Execs on Who's Buying What and Why in Podcasting

EB Mossamp160 Kelli how do you see podcasting growing and evolving Kelli Hurley pictured below rightamp160 The growth has just been staggering At Westwood Oneamp160our audiences continue to grow and as a result our revenue amp160It39s all about really figuring out what content the audiences want and delivering thatamp160 So you39re launching more successful shows and providing more opportunities for revenueMossamp160 Since Westwood One is involved in broadcast and digital audio streaming podcasting etc how are advertisers finding the difference between radio and podcasting and the hybrids of sorts that you offer with radio hosts who have become podcasters Hurleyamp160 We offer a unique value proposition to our advertisers as well as talent podcasters and radio broadcastersamp160 We39ve been very successful providing multiplatform ad campaigns where it includes sponsorship of a podcast but really taking the host of the podcast and bringing them into the radio space by having them voice the spots that run adjacent to some of our exclusive content like our Olympic updates as an exampleWe also offer something incredibly valuable to a podcaster like Ben Shapiro who has been with us for about two yearsamp160 He has been a very successful podcaster but now we syndicate his podcast on the radioamp160amp160Jim Rome is an example of a broadcaster who saw the opportunity to get into original content podcasting and expand his audience outside of his affiliation footprintamp160 We find those ways to bridge the gap between the two worldsMossamp160 Then you39re able to help people find podcasts using your broadcast platform to amplify the opportunity to download and listen to the podcast version on demand rightHurleyamp160amp160That39s correct and really importantamp160 There are still a lot of people that don39t know what the word podcast means so we educate our listeners on the radio in markets big and small on how to download itamp160and where to find itMossamp160 Tony how does Nielsen extract radio versus podcasting insights Tony Hereauamp160 There are similarities but there39s probably a lot more differencesamp160 With radio it39s often a local type of advertiser that is taking advantage of that local connectionamp160 But with podcasting it39s national and it has the best of the spoken word capabilities that audio offers but it also has some digital elements and mobile elements to it as wellamp160 At Nielsen we can leverage a lot of that with tools that we have across all types of media and we39re applying it to podcastingamp160 So for example in this insights bookletamp160we39ve just been leveraging the CPG angle and looking at national advertisers who could benefit from the podcast mediumMossamp160 You39ve looked at buying habits among avid podcast users and how they do in terms of what products they39re buying a little more They39re buying a lot of liquor baby food and cookiesamp160 What are some other takeawaysHereauamp160 We all know the podcasting audience is a younger audience and it39s going to appeal to beverage makers alcoholic as well as carbonated There are even surprises like nuts skincare and detergentamp160 You wouldn39t necessarily associate that with a sports fan but that39s what the data is showing usMossamp160 Kelli does this information jive with some of the advertising that Westwood One has sold in podcasting Hurleyamp160 Yes absolutelyamp160 The research really speaks to the strength of the current advertisers in the space and ones are starting to dip their toe in and inquire which is greatBruce Supovitzamp160amp160This study is the third one we39ve done and it39s taken from Home Scanamp160 Home Scan is 100000 homes where people actually scan in the barcodesamp160 Then we ask them if they39re fans of podcasting and what genres of podcasting are they fans of and we can see which brands do best in which categoriesamp160 Furthermore we39ve been able to figure out who are the most avid fans the most engaged fansamp160and what their buying power isamp160 We39re seeing the buying power of podcast fansamp160and even moreso of avid podcast fans really overindexes compared to the average consumer for a large number of categoriesMossamp160 Tony can you talk about the audience growth and adoption of podcast listeningHereauamp160amp160The avid fans are what is driving podcastingamp160 When you talk to somebody who39s a fan of podcasting they39re not just a light fan they39re an avid fanamp160 They want to tell you about their favorite shows and so onamp160 We39re seeing a growth in that core audience even not just light listeners coming into podcasting for the first timeamp160 In 2016 we tracked 13 million households across America that were avid fans of podcastingamp160 A year later that number grew to 16 million a 26 jumpMossamp160 Why do you think certain genres are doing betteramp160 Is that a reflection of the demographics of people who listen to podcasts now Hereauamp160amp160As they say a rising tide lifts all boats so the whole medium is expandingamp160 All the formats are growingamp160 It39s becoming more mainstream Podcasting was embraced by the early adopters and the more techcentric audience but it39s starting to become more of a mass mediumSupovitzamp160 The beauty of podcasts is there39s something for everybodyamp160 We felt that with the brands really wanting to move with the podcasting theseamp160would be very key findingsamp160 There39s a lot of direct response already in the mediumamp160 We39re feeling more demand to show results or directional results on brand dollarsamp160 For instance we39re getting a lot of requests for brand lift studiesamp160 With direct response you can tell whether something does well because there39s an action there39s a code you have to click something you have to do somethingamp160 With brands they want to know whether their message is resonatingamp160 It39s awareness resonatingamp160and people taking an actionMossamp160 What kind of impact are smart speakers having on the uptake of podcasting Hereauamp160 About one out of every five households has a smart speaker in it now so that39s definitely a tailwind for the podcast mediumamp160 The smartphone has driven the growth of podcasting more than the smart speaker has over the last five yearsMossamp160 One last question What39s the change in the air with podcastingHereau The medium is growing more diverse so it39s not just the diversity of content it39s the diversity of players whether it39s content whether it39s the audience or whether it39s the advertisingamp160 It39s becoming multidimensionalSupovitzamp160 Just the volume of shows that are out there for people to listen to and how do you make it easier for someone to find themamp160 How do you make it easier for a buyer to buy themamp160 At my session there is a big buyer from Spark Foundry along with Cadence 13 and Midroll and we39re talking about how brands are moving inamp160 How do you make it easy to make the buyamp160 Is that programmaticamp160 Is it host readamp160 How do you keep up with thatamp160tonnage of showsamp160 It39s a very exciting medium and it39s the hot thingClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Podcast: Nielsen, Westwood One Execs on Who's Buying What and Why in Podcasting

Author

Publish date

Channel

Archived in

E.B. Moss

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Podcast: Nielsen, Westwood One Execs on Who's Buying What and Why in Podcasting

Enjoying This Commentary? There's More to Love

E.B. Moss

Cookies