Kantar to Launch GB Podcast Tracker

Kantar is launching the 'Great British Podcast Tracker', billed as the country's 'first longitudinal service' measuring consumer behaviour and attitudes to podcasts and providing a continuous, representative, single source of insight, from September.

The service will measure the platforms, genres and lengths of podcast listened to by demographics, reported alongside a historical dataset tracking panellist's usage of music streaming and other media. The new Tracker is an addition to Kantar's 15,000-strong lifestyle panel, linking data on podcast listeners' behaviour to variables like the last film they saw in the cinema, their favourite web sites and TV channels, or their favourite fashion brand.

Twice a year, the firm says it will run a deep dive into podcasts, with the aim of understanding the triggers and barriers to when it comes to listening to them.

Consumer Insight Director James Foti comments: 'We hear time and time again that this is the year of the podcast, with established players looking to get their slice of the action. Podcasts are really becoming an established channel and marketers need to understand the role they play in the marketing mix. Our new service will for the first time give a clear picture of who podcast listeners are, what other media they engage with and even where they last shopped'.

Web site: www.kantar.com .