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Triton Digs Deeper Into Podcast Research

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In a collaboration with audio research firm Signal Hill Insights, Triton Digital will be providing deeper demographic and socio-demographic data on podcast listeners and downloads in the United States. The new Demos+ solution is an enhancement to Triton Digital’s Podcast Metrics. Triton says its the first-ever integration of census and survey-based research podcast measurement methodologies.

Through this collaboration, podcast publishers, advertisers and agencies will be able to leverage podcast download metrics by person-level demographic, socio-demographic, media behavior and purchase intent propensities. Several preeminent audio publishers have begun using this data.

Together, Triton Digital and Signal Hill launched a large, year-round survey that is representative of the population of podcast listeners in the United States. Demos+ utilizes the Podcast Metrics measurement census-level data to identify listener overlap to scale the podcast survey-based insights. This enables Triton to project the audience composition for virtually all size podcasts.

“As pioneers in audio measurement, we remain committed to the continuous advancement of our products and services, and to providing our clients with data and technology that makes leveraging the power of podcast advertising both simple and effective,” said Daryl Battaglia, SVP Market Development & Strategy, Audience Research at Triton Digital. “We are pleased to collaborate with Signal Hill to provide the highest accuracy and reliability in demographic reporting in podcasting to date, which will further increase advertisers’ interest and confidence in podcasts as an effective and powerful advertising medium.”

“We are thrilled to join forces with Triton Digital on this unique initiative to combine and amplify the value of census level and survey data,” said Jeff Vidler, President/Founder at Signal Hill Insights. “As a leader and innovator in the space, Triton is the perfect partner to bring these advanced insights to the buying community and help to further the growth of podcast advertising in the United States.”

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