There's a podcast listener in half of all U.S. households, and boy do they love beer and bottled water, according to new data from Nielsen that aims to help consumer brands match purchase behavior to podcast audiences. "Advertisers are eager to explore the world of podcasting but they don’t really know much about the podcast audience," said Bruce Supovitz, Nielsen Audio svp. "That is all about to change."
The just-released edition of Nielsen Podcast Insights looks at the correlation between podcast tastes and spending habits of audiences across 300-plus categories, including gum, olives, deodorant and frozen pizza, but narrowed its public findings to three life-giving products: bottle water, baby food and beer.
Nielsen gathered the data from its Homespun Panel of thousands of U.S. households, who allow the ratings firm to measure their purchases. The survey found that over 60 million households in America are home to a podcast listener, with 22 percent of those fans considering themselves "avid" fans. Those millions of podcast listeners also spend billions of dollars on consumer products every year, so the key for marketers is to know where to best reach them.