차터 구독자 중 NPR 및 오션 미디어
광고주가 처음으로 TV, 라디오, 팟캐스트, 디지털을 포함한 모든 주요 미디어 유형에 걸쳐 플래닝할 수 있습니다.
NEW YORK - August 6, 2025 – Nielsen, a global leader in audience measurement, data, and analytics, today announced a new collaboration with premier podcast research firm Edison Research, to launch Nielsen Podcast Fusion powered by Edison Research. For the first time, advertisers and agencies will be able to plan, optimize and compare all major media types – including podcasts, TV, radio, digital and social – in one place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact (NMI). NPR and Ocean Media are among the charter subscribers at launch.
팟캐스트는 현재 광고 지원 오디오의 32%라는 놀라운 점유율로 매월 18~34세 성인의 대다수에게 도달할 정도로 규모가 커졌습니다. 팟캐스트 청취자가 계속 증가함에 따라 광고주들은 오디오 투자를 효과적으로 계획, 측정 및 최적화할 수 있는 정교한 도구와 데이터를 확보하는 것이 매우 중요합니다. NMI의 닐슨 팟캐스트 퓨전은 미디어 계획에 대한 보다 전체적인 관점을 제공하고 사용자가 가치 있는 인사이트를 발견하고 캠페인의 효과를 입증하는 데 도움을 줄 것입니다. 또한 NMI 사용자는 특정 팟캐스트 네트워크와 장르, 인기 팟캐스트 프로그램별로 미디어 계획을 최적화할 수 있습니다.
“We know that young people are consuming podcasts as a huge part of their media diet,” said Rich Tunkel, Managing Director of Nielsen Audio. “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.”
“Nielsen Media Impact is a critical tool for cross-platform media planning, and we are excited to bring our best-in-class podcast measurement data to this ecosystem.” said Melissa Kiesche, Senior Vice President at Edison Research. “Our strategic partnership will help advertisers better understand the power of podcasting and its role in the broader media landscape.”
“For our clients, seamless podcast planning alongside other audio and video channels is vital. The integration of podcast metrics into NMI makes this a reality, allowing us to evaluate and develop more intelligent, cross-platform media strategies for our brands. We see this as a pivotal advancement.” – Marcela Wilfong, Associate Director – Planning & Insights, Ocean Media
“Integrating podcast data with Nielsen Media Impact marks a pivotal step in how the industry approaches cross-media planning. With podcasts now a key player in the advertising ecosystem, this collaboration will empower advertisers to harness detailed insights and optimize their campaigns effectively across all major media types.” – Susan Leland, Director, Audience Insights at NPR.
에디슨 리서치가 제공하는 NMI 및 팟캐스트 퓨전 데이터에 대한 자세한 내용은 닐슨 담당자에게 문의하세요.
닐슨 소개
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, 유튜브, Facebook 그리고 인스타그램)
에디슨 리서치 소개
Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 66 countries. Edison Research’s The Infinite Dial® series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company’s Share of Ear® survey is the only single-source measure of all audio in the U.S. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S, Edison Podcast Metrics, and has conducted research for many companies in the space. Since 2004, Edison Research has been the sole provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News).
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