Every year, the number and percentage of minority podcast listeners continues to grow. Today, スカボロー 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).
一般的なリスナーの傾向を見ると、ヒスパニック系のポッドキャストリスナーは、一般的なポッドキャストリスナーに比べ、週に4～7回ポッドキャストを聴く人の指数が高いとブルース氏は指摘する。
“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.
リッチ氏は、スペインの放送局がポッドキャスティングをポートフォリオに加えることでリーチを拡大できる例を紹介した。特定のスペインの放送局を例に挙げ、AM/FMラジオにポッドキャスティングを加えることで、18歳以上の成人におけるラジオ全体のリーチが6.5%増加し、18-49歳では7.3%も増加したことを指摘しました。
「ポッドキャストの視聴者は、オーディオ・キャンペーンを強化します。「ポッドキャストの視聴者は、ラジオが広告主に提供できるものを（ラジオと組み合わせて）拡大する次の方法になるだろう。
