Cadence13, in Collaboration With Nielsen, Launches New Audio Insights Series to Better Understand the Podcast Consumer

NEW YORK, May 08, 2018 -- Cadence13, in collaboration with Nielsen, launched the first in a series of research reports that offer new insights into podcast fans and their spending habits. The Purchasing Power of Podcast Fans details insights gathered over 52 weeks that reveal the purchasing habits of podcast fans of three main genres (Sports, Society & Culture, TV & Movies) in three primary consumer packaged goods categories: snacks, carbonated beverages, and beauty products. Key insights from this study can be found at Cadence13’s new Audio Insights blog at www.cadence13.com/ai.

In the US, 66 million households have someone in the home who is a fan of podcasts. That equates to 54 percent of all US households (up from 50 percent from the year prior). The research found that 60 million US households include TV & Movie podcast fans, 57 million US households include Society & Culture podcast fans, and 50 million US households include Sports podcast fans. While the average US household spends $3,981 per year on consumer packaged goods products, households with podcast fans spend $4,036/year or $55/year more overall. Among Sports podcast fans, the difference is more dramatic—those households spend $81 more per year on consumer packaged goods. 

“The podcast audience is not only growing, but the level of engagement is increasing. The Nielsen Fanlinks data shows the higher level buying power of podcast listeners with respect to major brand categories, demonstrating this can be a very valuable audience for advertisers,” said Bruce Supovitz, SVP of Nielsen National Audio Services.

“Our podcasts continue to see a rise in major brand advertising,” said Jay Green, SVP of Digital Strategy and Analytics at Cadence13. “The new data from our collaboration with Nielsen Fanlinks gives us deeper insights into understanding this actively engaged audience and the relationships they have with key product categories and specific brands. Snacks, Beverages and Cosmetics are only the beginning of what we will be uncovering.”

Within each of the key categories explored—snacks, carbonated beverages and beauty products—opportunities for connecting with engaged consumers are identified. For example, podcast fans households account for 58 percent of all beauty product purchases, 56 percent of all snack purchases, and 53 percent of all carbonated beverage purchases, according to the research. As brands continue to evaluate new opportunities for their marketing mix, it’s clear podcasts have opened the door to a large and very valuable audience.

About Cadence13
Cadence13 is the leader in premium, on-demand audio entertainment. Our critically-acclaimed shows and personalities reflect the diverse conversations and interests happening in world today, led by a collection of voices that matter that include Natalie Alzate, Sophia Amoruso, Nick Bilton, Rachel Brathen, David Dobrik, Jon Favreau, Chris Hardwick, Hannah Hart, Andrew Jenks, Peter Kafka, Peter King, Ezra Klein, Tony Kornheiser, Payne Lindsey, Jon Lovett, CJ McCollum, James Andrew Miller, Jim Norton, Gwyneth Paltrow, Paul Rabil, Rhett and Link, Sherrod Small, Kara Swisher, Touré, Tommy Vietor, Adrian Wojnarowski and many more. These groundbreaking thought leaders cover business, sports, tech, politics, entertainment, news, culture and much more. Cadence13’s programming partners include Crooked Media, Entertainment Weekly, Girlboss Media, goop, Mythical Entertainment, Recode, Seven Bucks Productions, Sports Illustrated, theSkimm, Time Inc., UFC, UTA, Vanity Fair, The Verge, The Vertical, Vox Media, Yahoo Sports, and Yoga Girl, among others. The company is headquartered in New York, with offices in Los Angeles and San Francisco.

Media Contact:
Pam Kramer
[email protected]
650-740-1427