Podcast Advertisers Sharpening Focus on Listener Demographics

While new industries are discovering podcast ads and the digital audio sector works to improve listener metrics, advertisers are getting more savvy about demographics. That’s the fourth major factor driving podcast advertising right now.

Early on in the medium’s growth, the first podcast advertisers were principally concerned with download numbers. “As the industry has grown,” Lex Friedman explains on The Wolf Den podcast, “we’re seeing a steady growth in advertisers saying, ‘Who is listening?’”

He cites Entrepreneur on Fire as a great example of a podcast where the audience makeup is particularly attractive to advertisers, even though that daily show is not amongst Midroll’s largest in terms of downloads.

“The folks who listen are entrepreneurs who are running businesses or starting businesses. So business-focused advertisers have tremendous success with that show,” Lex explains. “They buy thirty episodes at a time, sometimes six months in advance. And they’re doing it because of the kind of people they’re reaching on those shows.”

This is why Midroll surveys the listeners of podcasts on our roster. This data helps us better understand who listens to each show, which in turn allows us to better match that show with advertisers that want to reach that audience.

These surveys also reveal some awesome things about podcast listeners as a whole, as we shared in our illustrated online white paper. For instance, 67% of podcast listeners are aged 18–34, compared to 30.2% for terrestrial radio. Podcast listeners are also highly educated, with 58% of those answering our survey having a bachelor’s or higher degree.

Helping podcasters know their audiences better allows advertisers to improve the targeting of their campaigns. Listeners benefit because these shows stay free, and they’re exposed to products and brands that are appropriate for their interests.

In podcasting all the players are working together to grow the industry. Sharpening the focus on audience demographics is another important factor in this maturation. In the last post in this series we’ll consider a factor that cannot be overlooked.

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