Little is known about podcasting’s audience, a group that supposedly offers enviable levels of engagement and prime ears for audio ads.
But a new study from radio network Westwood One sheds a little light on the presumed audience for podcast programming just in time for the Interactive Advertising Bureau’s podcast upfront showcase today. The event will feature presentations from ESPN, AdLarge, Midroll, NPR, Panoply, Podtrac and WNYC and will offer a preview on “the latest in innovative podcast programming.”
For its “State of American Podcasting,” Westwood One used several sources including an Ipsos custom study from last month and Edison’s “Share of Ear” quarterly study. Westwood One had Edison create a cross tabulation of 500 podcast listeners using three recent studies. That showed the audio source, time of day, demographic profile, devices used to listen and types of content used by consumers.
Source:: AdAge – Digital