Bridge Ratings: Podcasting Not Mass Reach, But Fine Targeting

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BRIDGE RATINGS has issued its latest report on podcasting that clarified its potential for growth, estimating how many are listening to podcasts regularly today and, from an advertiser's perspective, how mass appeal it is.

“Podcasting still faces a headwind as a mass-reach medium the implications of which are yet to be determined," BRIDGE RATINGS Pres. DAVE VAN DYKE stated. "However, its ability to finely target consumers in an on-demand world will continue to be one of its strongest benefits.”

While 20% of Americans have listened to a podcast in the past 30 days, the majority of the survey sample -- 55% -- indicated that they are not interested in podcasts. That percentage has steadily decreased over the past three surveys, but it remains a substantial number of potential consumers of this audio platform. Lack of interest was lowest among 18-34 year olds, and greatest among teens and those 55+.

"Podcasting marketing strength is its targetability and beneficial advertising environment," VAN DYKE noted. "As long as mass reach is not an issue for advertisers, podcasting's place in the marketing mix is right alongside digital platforms that target passionate lifestyle consumers."

Read more on the study here.

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