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Audience demographics in conjunction with Gfk Mediamark and TNS

Podtrac has assembled some of the best talent in research to provide the data you need to make smart podcast advertising and sponsorship decisions. Through our Podcast Audience Survey, developed in conjunction with Gfk Mediamark Inc. (MRI) and Taylor Nelson Sofres (TNS), we actively develop profiles for each podcast - giving you the information you need to find podcasts matching your targets.

And through Podtrac's special agreement with MRI, we provide an index of MRI's Survey of the American Consumer It's available to advertisers for any podcast profile through Podtrac.

Methodology of Podtrac’s Audience Survey of Online Shows and Podcasts

Podtrac Audience Survey - Methodology and Value

The Podtrac Audience Survey is a tool that profiles online show audiences. The results of the Podcast Audience Survey are specifically designed to allow publishers and their advertisers to more effectively deliver audience-specific content and advertisements. This improves the overall listening/viewing experience and creates efficiencies in advertising and production.

Methodology

To accurately profile the listeners or viewers of various online shows, the Podtrac Audience Survey must be conducted in a methodologically sound manner. To this end, Podtrac employed Taylor Nelson Sofres, the world's largest custom market research company, on the design of the project. Podtrac is solely responsible for the execution of all research.

The Podtrac Audience Survey is an ongoing survey with results compiled on a quarterly basis. Listeners and viewers are directed to a web-based survey where they are asked to rate the online showwhich directed them to the survey. Various demographic information, usage patterns, and opinions about participating shows are also collected. The survey takes about 5-10 minutes to complete.

Survey respondents are qualified to only participate once per fielding period. The main reason is to eliminate any bias in the results so that profiles of the entire audience base can accurately be assessed. Technologies are employed to prevent participants from completing the survey multiple times.

Using the Data

Survey results are designed to be used to determine the most relevant programming for specific audience groups and to structure effective, targeted advertising strategies. Demographic questions in the survey are structured so that listeners and viewers can be profiled on several demographic variables, including age, industry, job description, organization size, and education level. Additional questions allow for measuring overall audience satisfaction levels of specific shows. Specific performance attributes, such as reliability, are also measured in order to determine which areas may need improvement.

The questionnaire has a flexible design that allows for accurate audience profiling, as well as more advanced analysis when needed. Simple aggregations of individual questions can be extremely powerful methods for determining show profiles. Combining the results of two individual questions (cross-tabulations) can provide even more in-depth information. The standard report design provided to each participating publisher makes for an effective tool for audience profiling.

Podtrac greatly appreciates the participation of everyone involved in this research effort. For more information on how to analyze the results of this survey, or to participate in further Podtrac research efforts, please contact us.

Methodology for MRI’s Analysis of Individual Online Show Audiences

Background

Mediamark Research Inc. (MRI), the country's leading provider of magazine audience and multimedia research data for publishers, agencies and advertisers, has joined forces with Podtrac in order to bring the same demographic research that advertisers have in traditional media to online shows and podcast media. Through this relationship, Podtrac can help advertisers make confident and targeted decisions in their media buys.

Benefits to Advertisers

In the same way advertising agencies and advertisers use MRI data to determine the fit of a particular media property for their advertising, they will now be able to determine the fit of individual online shows and podcasts for their advertising. This service is being offered through Podtrac at no charge to advertisers or publishers.

Benefits to Audio and Video Publishers

The Podtrac Survey together with the index to the Survey of the American Consumer published by MRI provide a powerful tool for advertisers to determine the fit of a specific online show audience for the target of their advertising. The service also provides publishers an unprecedented way of turning their listening or viewing audiences into a compelling marketable asset to advertisers through Podtrac.

The index to MRI's Survey of the American Consumer

The index to the Survey of the American Consumer is based on MRI's Survey of the American Consumer (adults 18+) twice yearly, in the spring and fall. MRI data are the basic media-planning currency for the majority of the media plans that are created each year by national advertisers and their agencies. The company's 26,000 in-home interviews each year represent the biggest survey of its kind. The MRI index of the Survey of the American Consumer provides a comparison of the population being measured to the overall US population. It is a statistic used by the entire advertising industry to determine a fit between the target of the advertising and the audience of a medium.

Application of the index to Specific Online Show Audiences

Once a online show has a statistically significant number of respondents to the Podtrac Survey, which has been developed in conjunction with MRI, Podtrac will calculate indexes to the MRI data and apply the index to each show’s survey responses. Soon thereafter, the data will be available to advertisers through Podtrac.com.

Interpreting the index of MRI's Survey of the American Consumer

If the value of the index for a particular data point is 100, then the medium analyzed delivers the same probability as the general public for that measure. If the value is greater than 100, the fitness of the medium for the advertiser is better, and if the value is less than 100, the fitness of the medium is worse.

Custom Podcast Research Services

Podtrac and MRI offer custom research services. If you are interested in these services, please contact us.

Copyright: The Survey of the American Consumer is Copyright ©1999-2011 by Mediamark Research Inc. All rights reserved. For more information, see www.mediamark.com.