First Demographics for Podcast Audiences

Publishing and advertising specialist Mediamark Research Inc. (MRI) has announced a joint venture with podcasting service company Podtrac to provide audience data for the new medium. The partnership promises podcast media buyers 'the same demographic research that advertisers have in traditional media'.

Ratings data will be indexed to MRI's twice-yearly Survey of the American Consumer and offered as a free service to any podcast through Podtrac. The partners say the offering is the first to enable advertisers to understand podcast listening audiences.

Podtrac CEO Mark McCrery says the survey provides 'a powerful tool for advertisers to determine the fit of a specific podcast audience for the target of their advertising. The demographic indexing service also provides podcasters with an unprecedented way of turning their podcasting listening or viewing audiences into a compelling marketable asset to advertisers through Podtrac'. Paul Gold, Vice President of Interactive Research at MRI, says his company sees the podcasting market as 'an interesting and potentially powerful new advertising medium'.

MRI is part of the GfK Group and has a separate web site at www.mediamark.com . Washington D.C.-based Podtrac is online at www.podtrac.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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