Australian Podcast Ranker to provide demographic data and audience profiles
Triton Digital and Commercial Radio and Audio (CRA) have launched Podcast Metrics Demos+ in Australia. Podcasts published in the Australian Podcast Ranker can now access audience profiles and demographic data each month, giving them insight into the number of listeners and downloads, age and gender, purchase history and intent, interests, and the media consumption behaviours of their audiences.
Listener characteristics can be broken down by individual podcasts, groups of podcasts, or podcast genres. For the True Crime genre Australian listeners are 68% female and 60% more likely to be a parent with a child under 18 than the average Australian.
Shannon Hollis, General Manager – Audio, News Corp Australia said:
“The new audience profiles and insights from Podcast Metrics Demos+ enables publishers to really understand who our audiences are in podcasting. This in turn will help us attract the right advertisers and to make strategic content decisions. It has brought a new level of transparency and understanding to the industry.”
Podcast Metrics Demos+, in partnership with audio research firm Signal Hill Insights, uses a unique methodology combining census and survey-based research methodologies. It will allow for demographics to be produced for podcasts of almost all sizes.