Every year, the number and percentage of minority podcast listeners continues to grow. Today, 斯卡布罗 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).
在研究一般听众趋势时，布鲁斯指出，与每周收听四到七次播客的典型播客听众相比，西语裔播客听众的指数偏高。
“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 分享了一个例子，说明西班牙广播公司可以通过在其产品组合中添加播客来提高覆盖率。他以一家特定的西班牙广播公司为例指出，在调幅/调频广播中加入播客后，广播在 18 岁及以上成年人中的总体覆盖率提高了 6.5%，在 18-49 岁人群中的覆盖率提高了 7.3%。
"播客受众增强了音频活动的效果，"Rich 说。"播客受众将成为广播向广告商提供服务（与广播相结合）的下一个途径，因为广告商正在寻找愿意花钱并愿意对广告作出反应的有吸引力的受众。
