New York, NY — Oct. 15, 2019 — Today, Nielsen (NYSE: NLSN) announced that Podcast Media Marketing (PMM) has subscribed to the Nielsen’s Podcast Listener Buying Power service. Podcast Media Marketing (PMM) is the sales and sponsorship team for many top podcasts in the industry. Nielsen’s Podcast Listener Buying Power service, launched in August, allows clients to profile shows using program titles collected from our subscribers in order to connect specific types of listeners with particular advertisers and specific program-level insights.
Only Nielsen, with its extensive Scarborough category database, has this type of advertiser connection with podcasting. Nielsen’s Podcast Listener Buying Power service has an effective sample of over 30,000 respondents, with the ability to capture results for specific programs. It also features insights on podcast listening across 18 podcast genres, over 2,000 retail/plan-to-buy categories and hundreds of advertisers with specific brand names such as insurance companies, automotive, quick-service restaurants, home improvement retailers and more. These easy-to-use reports are generated from web-based software and have a two-time per year data release.
“PMM is excited to team up with Nielsen on their Podcast Listener Buying Power service,” said David Raphael, President, PMM. We’ve known the power of podcasting sponsors for a long time, and being able to connect that with Nielsen data behind it will be hugely instrumental in welcoming new sponsors into the space and deepening partnerships with existing sponsors.
“We heard from podcasters and agencies that they need analytics about podcast listeners and their consumer habits,” said Bruce Supovitz, SVP/National Audio Services, Nielsen Audio. “That’s exactly what this service offers. We are delighted to welcome PMM and their incredible roster of podcast programs to Nielsen’s Podcast Listener Buying Power service. We look forward to providing this highly respected podcast company with insights that will fuel their growth.”