Ad Sales in the Packaged Goods Industry on the Rise

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Brand Marketer Catalina is now working with iHeartMedia to measure the sales impact of podcast advertising by packaged-goods brands allowing them to measure who purchases packaged goods from hearing an ad over a podcast, and who doesn’t.

Catalina will be using sales data covering 103 million households from 22,000 grocery and drug stores that are primarily offline sales, which still account for the majority of packaged goods volume. Major retailers Amazon and Wal-Mart don’t use Catalina.

“We’re able to measure not only how effective it was, but how much [of the sales] were incremental” for the brand, says David Shiffman, executive VP of national research at iHeartMedia.

Podcast advertising for the packaged goods industry has increased in recent years particularly for Procter & Gamble Co., which was the third-largest radio advertiser last year, with spending up 10% to $130.6 million, and for their rival Unilever.

“The Catalina relationship is, for now, about evaluating effectiveness of podcast ads, not targeting them,” says Brian Kaminsky, chief data officer of iHeartMedia. “While using Catalina data to find those folks in podcast audiences might be intriguing, it’s not what this partnership is initially about,” Kaminsky says.

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