Podcast
publishers, producers and fans are buzzing about an item in Nielsen’s latest
Total Audience Report, released on Thursday:
Podcasts now reach more adults weekly than satellite radio.
The finding may give podcasts additional clout with advertisers searching for the best media mix to reach their target customers.
Podcasts now reach more adults weekly than satellite radio.
The finding may give podcasts additional clout with advertisers searching for the best media mix to reach their target customers.
Nielsen
found that 19% of U.S. adults (ages 18 and over) listen to at least one podcast
during a typical week. By comparison, 15% of the adult population listens to
SiriusXM during a typical week.
While
podcast’s market penetration are impressive, there are big differences between the
two platforms. SiriusXM is the only provider of satellite radio, but there are
thousands of podcasts. Also, SiriusXM is a subscriber-based system and podcasts
have become an advertising-based medium.
MEANWHILE, TRADITIONAL
RADIO HAS THE LARGEST REACH
According to Nielsen’s data, 92% of U.S. adults listen, or hear, to radio during a typical week.
Several recent studies say that roughly half of the people who listen to radio listen only when they are in a vehicle.
While
radio’s reach is strong, Nielsen found that the time-spent with radio continues
to fall slowly. A year ago adults listened an average of 1-hour, 48-minutes
during a typical day, compared with 1-hour, 45-minutes in the most recent
study.
Nielsen
also reports that listening to radio is the highest during day times and peaks
around Noon. Listening then tapers off at night. Viewing TV peaks during evening
hours. The use of digital devices is fairly steady during all day parts.
The
age group that listens to radio the shortest time during a typical day is ages
18-34.
Nielsen’s
Total Audience Report can been downloaded here.
NPR’S RAD TRACKING SYSTEM ALREADY
HAS A COMPETITOR
RAD
inserts tags into a podcast so that when a listener crosses those timestamps,
information is sent back to the publisher. A major advantage of the RAD system
is that it provides granular information about time-spent-listening to a
podcast after it has been downloaded. This information is important to
advertising buyers.
Many
of the podcast industry’s biggest players, including Blubrry, Cadence13, ESPN,
Google, iHeartRadio, Libsyn, Panoply and Wondery, are supporting RAD.
 |
| Marco Arment |
“I understand why huge
podcast companies want more listener data, but there are zero advantages for
listeners or app-makers. I won’t be supporting any listener-behavior tracking
specs in Overcast.”
WAIT, WAIT, DON’T TELL ME IS WORKING ON A TV SERIES THAT DOESN’T INCLUDE HOST PETER SAGAL
 |
| Peter Sagal |
According
to the report by Deadline.com, the TV adaptation of the program will be an hour
and (quoting from the press release0 “will stay true to the original while
delivering bigger, visual and variety-themed games that can’t be captured on
the radio.”
However,
Peter Sagal, the host of radio show, will not host the TV version.
NPR’s VP of Business Development Michael Lutzky, told Deadline.com:
“We are thrilled that one
of the longest-running and most-listened-to radio and podcast franchises in
history will now entertain television audiences, with a fresh and fun look at
the week’s news.”
Reader
comments on the Dealine.com report indicate that Wait, Wait… on TV without
Sagal may be a tough sell:
How can there be any
choice to host the TV version other than Peter Sagal?
No Peter Sagal, no
watchee
Does this mean I need to
buy a television?
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