Buying 5 Networks Give Advertisers Significant Reach


Edison Research is out with new data after digging into its Q4 2019 Podcast Consumer Tracker. SVP Tom Webster says the company examined the unduplicated cumulative reach of the leading podcast networks. Here’s what they discovered…

Webster says the research shows that 50% reach of weekly podcast consumers can be achieved through buying the top five podcast networks. “Achieving that kind of reach ten years ago would have meant buying thousands of individual podcasts, but as these reach numbers continue to change, buying podcasts at scale is more feasible than ever.”

Who those 5 networks are was not released by Edison. Webster explained: “The networks are anonymized as per the terms of the subscriber agreement.”