NEW YORK, July 10, 2019 /PRNewswire/ -- Today, Nielsen
(NYSE: NLSN) announced the launch of the Nielsen, Podcast Listener
Buying Power Service from Nielsen
Scarborough, with iHeartMedia, Cadence13, Midroll-Stitcher's
advertising arm, Westwood One and cabana as charter clients. For
the first time, clients will be able to profile shows using program
titles collected from our subscribers in order to connect specific
types of listeners with particular advertisers and specific
program-level insights.
Only Nielsen with its extensive Scarborough category database
has this type of advertiser connection with podcasting. Nielsen
Podcast Listener Buying Power Service has an effective sample
of close to 30,000 respondents, with the ability to capture results
for specific programs. It also uses targeted questions on podcast
listening with more than 12 podcast genres, over 2,000
retail/plan-to-buy categories and hundreds of advertisers with
specific brand names such as insurance companies, automotive, quick
service restaurants, home improvement retailers and more. These
easy-to-use reports are generated from web-based software and have
a two time per year data release.
"We are looking forward to the ways that data from Nielsen's
Podcast Listener Buying Power service will allow us to communicate
our podcasting value proposition to advertisers," said Conal Byrne, President of the iHeartPodcast
Network for iHeartMedia. "As our business continues to expand, and
the abundance of ways that people are listening across multiple
platforms continues to amplify, it's imperative that we have the
tools necessary to accelerate our business and have a deep
understanding of what motivates over a quarter of a billion of our
monthly U.S. listeners."
"As a premium content creator, developer and marketer, data
plays a vital role in everything Cadence13 does," said Jay Green, SVP of Digital Strategy and Analytics
at Cadence13. "With Nielsen's Podcast Listener Buying Power
insights, we are looking forward to the opportunities this service
will provide us and our clients through its vast array of
categories and wide range of audience information. Podcasting as a
platform is growing rapidly, and the industry as a whole will
benefit from the intelligence and insight that can be utilized
through this data."
"This unique service comes at a time when brand spend in
podcasting advertising is growing five times faster than direct
response," said Suzanne Grimes, EVP,
Marketing, CUMULUS MEDIA and President, Westwood One. "We arm
advertisers with as much data as possible to ensure their podcast
campaigns deliver the best ROI. Understanding what podcast
listeners buy and where they shop is an entirely new dimension of
insights we can use to navigate the vast podcast space."
"We see this as a game-changer that will propel podcast
advertising forward," stated Cathy
Csukas, Co-Founder and Chief Executive Officer of cabana and
its parent company, AdLarge Media. "Nielsen's Podcast Listener
Buying Power Service makes it easy for advertisers to go deep
within a specific genre to target listeners with interests and
buying habits that match those of the customers they want to reach.
We're delighted to support Nielsen in this initiative that we
believe will bring more advertisers to the space."
"We are pleased to welcome iHeartMedia, Cadence13, Midroll,
Westwood One and cabana as the first charter clients to Nielsen's
Podcast Listener Buying Power Service," said Brad Kelly, Managing Director, Nielsen Audio. "As the audio landscape continues
to evolve, podcasting is winning the attention of American
consumers as another powerful tool in audio's arsenal. We are proud
to empower these visionary clients with the insights that will
propel them forward as they continue to lead the way in our
industry. This groundbreaking service is growing podcasting beyond
direct response by profiling specific brands, leading the way into
the future of podcasting."
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and
data analytics company that provides the most complete and trusted
view available of consumers and markets worldwide. Our approach
marries proprietary Nielsen data with other data sources to help
clients around the world understand what's happening now, what's
happening next, and how to best act on this knowledge. For more
than 90 years Nielsen has provided data and analytics based on
scientific rigor and innovation, continually developing new ways to
answer the most important questions facing the media, advertising,
retail and fast-moving consumer goods industries. An S&P 500
company, Nielsen has operations in over 100 countries, covering
more than 90% of the world's population. For more information,
visit www.nielsen.com.
ABOUT iHEARTMEDIA
iHeartMedia is the number one audio company in the United States, reaching nine out of 10
Americans every month—and with its quarter of a billion monthly
listeners, has a greater reach than any other media company in the
U.S. The company's leadership position in audio extends across
multiple platforms including 848 live broadcast stations; its
iHeartRadio digital service available across more than 250
platforms and 2,000 devices including smart speakers, smartphones,
TVs and gaming consoles; through its influencers; social; branded
iconic live music events; and podcasts as the #1 commercial podcast
publisher. iHeartMedia also leads the audio industry in analytics
and attribution technology for its marketing partners, using data
from its massive consumer base. iHeartMedia is a division of
iHeartMedia, Inc. (PINK: IHTM). Visit iHeartMedia.com for more
company information.
ABOUT CADENCE13
Cadence13 is a leading premium podcast company and was
named one of Fast Company's "World's Most Innovative Companies for
2019." Our roster of critically acclaimed shows and personalities
reflects the diverse conversations and interests happening in the
world, led by a collection of voices that include Sophia Amoruso, David
Axelrod, Nick Bilton,
Rachel Brathen, Kobe Bryant, Emma
Chamberlain, Deepak Chopra,
Gotham Chopra, Lauren Conrad, Remi
Cruz, David Dobrik,
Jon Favreau, Malcolm Gladwell,
Andrew Jenks, Tony Kornheiser, Michael
Lewis, Payne Lindsey,
Michael Lombardi, Jon Lovett, Alisha
Marie, CJ McCollum, James Andrew
Miller, Mike Murphy,
Gwyneth Paltrow, Josh Peck, Zac
Stuart-Pontier, Paul Rabil,
Rhett and Link, Rick Rubin,
Michael Sheehan, Maria Shriver, Marc
Smerling, Tommy Vietor,
Adnan Virk, iO Tillett Wright and many more. These storytellers
represent both established and emerging personalities across
sports, business, tech, politics, entertainment and news. Cadence13
is the home of C13Originals and has a broad range of programming
partners including Comments by Celebs, Conde Nast, Crooked Media, Entertainment Weekly,
Girlboss Media, goop, Granity Studios, Meredith, Mythical
Entertainment, Pushkin Industries, Ramble, Seven Bucks Productions,
Smosh, Sports Illustrated, Tenderfoot TV, theSkimm, The Try Guys,
TNT, Up and Vanished, UTA, Vanity Fair, Who? Weekly and Yoga Girl,
among others. Cadence13 is headquartered in New York, with offices in Los Angeles and San
Francisco.
ABOUT WESTWOOD ONE
Westwood One, the national-facing arm of CUMULUS MEDIA, offers
iconic, nationally syndicated sports, news and entertainment
content to 245 million listeners each week across an audio network
of 8,000 affiliated broadcast radio stations and media partners.
Westwood One is the largest audio network in America, home to
premium content that defines the culture, including the NFL, the
NCAA, the Masters, the Olympics, Westwood One Backstage, the
GRAMMYs, the Academy of Country Music Awards, the Billboard Music
Awards and the American Music Awards. The rapidly growing Westwood
One Podcast Network delivers popular network and industry
personalities and programs. Westwood One connects listeners with
their passions through programs and platforms that have everyone
listening. For more information, please visit
www.westwoodone.com.
ABOUT CABANA
cabana is the digital audio division of AdLarge Media, the
leading independent ad sales and content company with
lifestyle-driven audio environments that span broadcasting,
podcasting, on-demand, and streaming. cabana specializes in selling
podcast advertising for its library of more than 200 titles,
including top shows in true crime, comedy, female lifestyle,
sports, gaming, and more. cabana's exclusive sales partnerships
include content from New Hampshire Public Radio, Inc Magazine, and
audiochuck's Crime Junkie, as well as content networks Recorded
History, Murder.ly, and lineups.com. All cabana downloads are IABv2
compliant. AdLarge Media's diverse portfolio reaches 207 million
listeners a week across 5,000 radio stations and 35 million unique
listeners a month across digital audio platforms. The company was
founded by industry leaders Cathy
Csukas and Gary Schonfeld in
2011, and its digital division was relaunched as cabana in 2017.
AdLarge has offices in New York,
Los Angeles, Chicago, Detroit, and Denver. For more information, please visit
www.letscabana.com and www.adlarge.com.
ABOUT STITCHER
Stitcher the best place to listen to, produce and monetize
podcasts. The Stitcher app, available for iOS and Android devices,
is one of the world's most popular podcast listening platforms,
with a growing network of original content and a premium
subscription service. Stitcher is the parent company of Midroll
Media, the leading podcast advertising network representing over
200 of the world's largest podcasts, and top-ranked comedy podcast
network Earwolf. With offices in Los
Angeles, New York City and
San Francisco, Stitcher was
founded in 2007 and is a wholly owned subsidiary of The E.W.
Scripps Company (NASDAQ: SSP).
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SOURCE Nielsen