Nielsen and Edison Research have announced a major new partnership to bring detailed podcast data into cross-media advertising planning for the first time.
The new tool, Nielsen Podcast Fusion powered by Edison Research, will integrate Edison Podcast Metrics into Nielsen Media Impact giving advertisers the ability to analyse podcast performance alongside TV, radio, digital and social media.
At launch, NPR and Ocean Media have signed on as charter subscribers.
The move comes as their research shows podcasts reach the majority of 18 to 34-year-olds each month and account for 32% of all ad-supported audio listening, with advertisers increasingly needing deeper data to plan and measure their investments in the medium.
NMI users will now be able to compare and optimise their campaigns across podcast genres, networks and individual programmes, bringing podcasting firmly into the heart of strategic media planning.
Rich Tunkel, Managing Director of Nielsen Audio, said: “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.”
Edison’s Senior VP Melissa Kiesche added: “We are excited to bring our best-in-class podcast measurement data to this ecosystem… and help advertisers better understand the power of podcasting and its role in the broader media landscape.”
Industry leaders welcomed the development as a “pivotal advancement,” with both Ocean Media and NPR calling it a critical step in integrating podcasts into broader cross-platform strategies.
