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Nielsen’s Podcast Consumer Spend Report, 3Q18

That other research and measurements company we occasionally talk about here in Hot Pod recently published the latest edition of its reports illustrating what podcast listeners tend to spend their hard-earned money on.

That other research and measurements company we occasionally talk about here in Hot Pod recently published the latest edition of its reports illustrating what podcast listeners tend to spend their hard-earned money on.

In theory, the data is useful for publishers, advertiser, and agencies to forge better advertising buys in podcasting such that brands are able to get in front of the right kinds of listeners. It’s something you should probably check out if you work on the advertising layer of the industry, on the off-chance you haven’t already done so.

You can find the full report here, but AdWeek has a summation of some key details up on its write-up:

According to the report, more than 61 percent of American households have a self-identified music podcast fan, with 37 million of these identifying as “avid” fans and 24 percent calling themselves “casual” fans.

Music podcast fans are heavy consumers of beer (18 percent above the national average), liquor (15 percent), pet care (13 percent), tea (11 percent) and baby food (9 percent), respectively. These results are fairly comparable for fans of TV and movie podcasts, with only baby food surpassed by candy consumption.

Stuff like that, y’know?

Once again…

  • Do: take it as raw material/ammunition into sales discussions.
  • Don’t: take it as fully representative of how podcast listeners, as a species of media consumers, behave in the real world.

Studies and surveys are mere estimations of reality, after all.