Nielsen to incorporate Edison Research into its audio and podcast portfolio

Advertisers will be able to benefit from Edison’s Share of Ear and Podcast Metrics

Media company Nielsen Holdings has announced that it will be incorporating market research company Edison’s Share of Ear and Podcast Metrics services into its audio and podcast portfolio.

With this partnership, Nielsen will be able to market Edison Research’s data and insights to advertisers as part of its offerings, including its Podcast Buying Power and Podcast Ad Effectiveness studies. 

“The media landscape is evolving quickly and agencies have a vital need to understand how all the media puzzle pieces fit together,” said Nielsen’s head of agency and advertiser-direct businesses, Jon Kaiser. “Edison’s insights are best in class and Nielsen is excited to work together with them to provide media planners and buyers with deep insights into the total audio landscape and the rapidly growing podcasting audience.”

Edison’s Share of Ear service has existed since 2014 and provides a complete overview of the audio landscape, while its Podcast Metrics service measures listening habits from podcast audiences, both of which are based on four-times-a-year updated surveys with people aged 13 and above. 

“Share of Ear and Edison Podcast Metrics provide advertising agencies and clients with incredibly rich data about the total audio universe,” said Edison Research president Larry Rosin. “We are excited to work with Nielsen to grow the audio space by providing information about the total audio audience to planners and buyers.”

Edison Research has also recently announced that it will be releasing two new podcast studies in the first quarter of this year, the first providing an overview on podcast listeners aged 55 and over – titled ‘Hit Play, Boomer: Podcasting’s 55+ Opportunity’ – with NPR. The other report is titled ‘The Gen Z Podcast Listening Report’ with SXM Media and looks at podcast habits and motivations of Gen Z listeners. 

“Everything we do at Edison Research works to drive the audio space forward with the highest quality data,” said Edison Research president Megan Lazovick. “We believe these two studies will help advertisers understand the opportunities for audio to reach these two important generations and of course help the media companies who can deliver these audiences.”