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).
Ao analisar as tendências gerais dos ouvintes, Bruce observou que os ouvintes de podcasts hispânicos têm um índice maior do que os ouvintes de podcasts típicos para pessoas que ouvem de quatro a sete podcasts por semana.
“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 compartilhou um exemplo em que uma emissora espanhola pode aumentar o alcance adicionando podcasting ao seu portfólio. Usando o exemplo de uma emissora espanhola específica, ele observou que a inclusão do podcasting na rádio AM/FM aumentou o alcance geral da rádio em 6,5% entre os adultos com 18 anos ou mais e entre os jovens de 18 a 49 anos em até 7,3% de alcance adicional.
"O público de podcasts aprimora as campanhas de áudio", disse Rich. "O público de podcasts será a próxima maneira de o rádio ampliar o que tem a oferecer (em combinação com o rádio) aos anunciantes, pois eles procuram um público atraente que esteja disposto a gastar dinheiro e pronto para responder à publicidade."
