A new metric is launching to help podcasters prove audience value to advertisers using verified data.
Podcast data and growth company, Bumper has introduced the Bumper Score, a tool designed to measure how effectively podcasts deliver advertising to real listeners, with the aim of improving trust in the medium.
The score is positioned as a response to ongoing concerns about how podcast audiences are counted, with advertisers often relying on download figures that do not always reflect actual listening or engagement, the company says.
Jonas Woost, co-founder of Bumper, said: “Every advertising medium that has ever scaled to its full potential did so only after it solved for trust.”
He added that podcasting has been waiting for a similar shift, describing the new system as a way to provide that missing layer of confidence for buyers and sellers.
Scores range from 0 to 200, with 100 representing the industry average, and higher scores indicating stronger verified reach and greater potential value for advertisers.
The calculation uses first party data from podcast hosting providers, listener data from major apps, and episode level retention figures to assess how audiences engage with content and advertising.
Krystina Rubino, general manager of offline and audio at Right Side Up, said better measurement would support faster decision making. She said: “Verified audience metrics like The Bumper Score give strong shows a clearer way to stand out.”
The need for improved verification has been highlighted by research from Oxford Road, which suggests stronger data standards could unlock an additional $1 billion in podcast advertising spend.
Bryan Barletta, partner at Sounds Profitable and president of Podcast Movement, said the score offers a consistent framework for evaluating audience quality across the industry.
The tool also allows publishers to retain control over their data, choosing whether or not to share their score with advertisers and agencies.
The Bumper Score is currently in beta, with organisations including Understood.org and the Stupski Foundation already using it to guide advertising decisions.
It will launch as a free feature within the Bumper Dashboard in May this year, with early access available to existing clients and a wider rollout planned via a waiting list.
