Podcast audiences represent a growing segment of effective marketable media. Podcast ad revenues are expected to reach over $220 Million in 2017, an 85% increase from 2016, according to the IAB Podcast Advertising Revenue Study conducted by PwC US. Podcasts offer advertisers a hyper-focused audience that chooses to listen to that content. Podcast listeners have been shown to be the most loyal and engaged audience of any digital medium. However, measurement of content and ad consumption in podcasting has not been consistent so far, which sometimes limits participation of brand advertisers. This document provides an introduction to tracking ad delivery in a podcast and attempts to provide clarity in the marketplace by describing best practices for measuring downloads, audience size, and ad delivery.
Who is listening to your programs?
Are advertisers potentially buying server pings, database crawls and fractured downloads.This is a simple question, but a difficult problem to solve for the radio broadcast industry. Counting downloads, counting listeners, how long a program has been listened to is somewhat subjective in the industry today.
Since podcast is one of the fastest growing digital media, the consortium, which consists of 25 members from 15 stations and networks, communicated the challenges with podcast ratings. The podcast Consortium mentioned,
“Inconsistent approaches to podcast measurements have hampered the ability for this medium to reach its full competitive potential.”