Every year, the number and percentage of minority podcast listeners continues to grow. Today, Scarborough research shows that 43% of the U.S. podcast audience is made up of minority listeners, compared with 30% 10 years ago.
Nielsen was a sponsor and presented findings at this year’s Radio Ink Hispanic Conference. Bruce Supovitz participated in a panel discussion on the revenue potential of podcasting and how it can help grow radio audiences. The panel was moderated by Eric Garcia (Director of Sales/Radio, Univision). Panelists included Yesenia Bello(SVP/Multicultural, iHeartMedia), Oscar Sermento (Director/Market Development at Triton Digital), and Matty Staudt (President/Co-Founder Jam Street Media).
Ketika melihat tren pendengar secara umum, Bruce mencatat bahwa pendengar podcast Hispanik memiliki indeks yang lebih tinggi dibandingkan dengan pendengar podcast pada umumnya, yaitu mereka yang mendengarkan empat hingga tujuh podcast dalam seminggu.
“We’ve seen that host read spots are very effective,” said Bruce. “We’ve done over 250 brand lift studies and non-host read spots have a 62% brand recall but a host read spot has 71%. Podcast Buying Service also has demographic information. For the very first time, you can look up Hispanic demographics and podcast listeners and tie them to specific brands to show how they indexed. It’s a very powerful tool.”
Rich Tunkel, SVP of Business Development for Nielsen Audio, also hosted a presentation on the podcast landscape and cross-platform opportunities. Rich shared with the audience key trends and insights related to the Hispanic listener demographic as well as how podcasting can boost audio listening.
Rich berbagi contoh di mana penyiar Spanyol dapat menambah jangkauan dengan menambahkan podcasting ke dalam portofolio mereka. Dengan menggunakan contoh penyiar Spanyol tertentu, ia mencatat bahwa menambahkan podcasting ke radio AM/FM meningkatkan jangkauan radio secara keseluruhan sebesar 6,5% di antara orang dewasa berusia 18 tahun ke atas dan di antara usia 18-49 tahun sebanyak 7,3 persen dari jangkauan tambahan.
"Pendengar podcast meningkatkan kampanye audio," kata Rich. "Pendengar podcast akan menjadi cara berikutnya bagi radio untuk memperluas apa yang ditawarkannya (dalam kombinasi dengan radio) kepada para pengiklan karena mereka mencari audiens yang menarik yang bersedia mengeluarkan uang dan siap merespons iklan."
