New Nielsen tool lets advertisers compare podcasts with TV, radio, digital and social

Nielsen, a global player in audience measurement, data, and analytics, has announced a new collaboration with premier podcast research firm Edison Research, to launch Nielsen Podcast Fusion powered by Edison Research. For the first time, advertisers and agencies will be able to plan, optimize and compare all major media types – including podcasts, TV, radio, digital and social – in one place.

This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact (NMI). NPR and Ocean Media are among the charter subscribers at launch.

Podcasts have scale, now reaching the majority of adults 18-34 monthly with an impressive 32% share of ad-supported audio. As podcast listenership continues to grow, it is critical for advertisers to have sophisticated tools and data to effectively plan, measure and optimize their audio investments. Nielsen Podcast Fusion in NMI will provide an even more holistic view of media planning and help users uncover valuable insights and demonstrate the effectiveness of their campaigns. NMI users will also be able to optimize media plans by specific podcast networks and genres, as well as top podcast programs.

Rich Tunkel, Managing Director, Nielsen Audio: “We know that young people are consuming podcasts as a huge part of their media diet. Nielsen continues to be at the forefront of media measurement so that advertisers can create their plans with confidence. This new collaboration further extends that confidence to audio and podcasts.”

Melissa Kiesche, Senior Vice President, Edison Research: “Nielsen Media Impact is a critical tool for cross-platform media planning, and we are excited to bring our best-in-class podcast measurement data to this ecosystem. Our strategic partnership will help advertisers better understand the power of podcasting and its role in the broader media landscape.”

Marcela Wilfong, Associate Director – Planning & Insights, Ocean Media: “For our clients, seamless podcast planning alongside other audio and video channels is vital. The integration of podcast metrics into NMI makes this a reality, allowing us to evaluate and develop more intelligent, cross-platform media strategies for our brands. We see this as a pivotal advancement.”

Susan Leland, Director, Audience Insights, NPR: “Integrating podcast data with Nielsen Media Impact marks a pivotal step in how the industry approaches cross-media planning. With podcasts now a key player in the advertising ecosystem, this collaboration will empower advertisers to harness detailed insights and optimize their campaigns effectively across all major media types.”

www.nielsen.com

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