全国公共广播电台和海洋媒体成为包机用户
广告商首次可以在包括电视、广播、播客和数字媒体在内的所有主要媒体类型上进行策划
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.
播客已经形成规模，现在每月覆盖大多数 18-34 岁的成年人，在广告支持的音频中占 32% 的份额，令人印象深刻。随着播客收听率的持续增长，广告商必须拥有先进的工具和数据，才能有效地规划、衡量和优化其音频投资。NMI 中的 Nielsen Podcast Fusion 将为媒体规划提供更全面的视角，帮助用户发现有价值的见解并展示其广告活动的效果。NMI 用户还将能够按照特定的播客网络和类型以及顶级播客节目来优化媒体计划。
“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.
有关爱迪生研究公司提供的 NMI 和播客融合数据的更多信息，请联系您的尼尔森代表。
关于尼尔森
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, YouTube, 在 Facebook 上 和 Instagram)
关于爱迪生研究所
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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