2018年q3播客营销洞察（英文）

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1、NIELSENPODCASTINSIGHTSAMARKETER’SGUIDETOPODCASTINGQ32018Copyright©2018TheNielsenCompany(US),LLC.AllRightsReserved.2Copyright©2018TheNielsenCompany(US),LLC.AllRightsReserved.BRUCESUPOVITZSVP,SALESDIRECTORNIELSENAUDIOINSIDETHESHOPPINGCARTOFPODCASTFANSPodcastingcontinuestogrowye

2、arafteryearandwiththatcomesmoreinvestmentfrombrandsbothbigandniche.Everymonthmoreadvertisersareaddingpodcastingtotheirmediaplans.Onenotablesegmentturningitsattentiontopodcastingisthefast-movingconsumergoods(FMCG)industry,alsocommonlyknownintheU.S.asConsumerPackagedGoods(CPG).W

3、iththisinmind,wecontinuetoshareinsightsminedfromoursignificantHomescanpanelcoupledwithanonlinequestionnaireofthosepanelistswhosay“I’mafanofPodcasting.”PreviousreportsfromNielsenhaveshownthepodcastaudiencetobeyoung,educatedandaffluent.Thepodcastlistenertendstospendmoreatthegroc

4、erystoreonaweeklybasisaccordingtoourresearch(seechartbelow).AdvertiserswhocanleveragethepodcastaudiencemayfindagreaterROIsincethisgrouptendstospendmore.AVERAGE7-DAYGROCERYSPEND49-142723272745$150++82Copyright©2018TheNielsenCompany(US),LLC.AllRightsReserved.$100-$1502Co

5、pyright©2018TheNielsenCompany(US),LLC.AllRightsReserved.UNDER$100PODCASTLISTENERSALLADULTS2Copyright©2018TheNielsenCompany(US),LLC.AllRightsReserved.Source:NielsenScarboroughUSA+,Release22017Thesestatsandthoseinthecomingpagesarestrongdirectionalindicatorsofwhichbrandcategorie

6、sdowellwithwhatgenresofpodcasting.Inaddition,wealsohighlightthebuyingpowerof“avidfans”ofpodcasting.Thisreportwillhelpprovidekeystepsaswetakeavirtualtourupanddownthegroceryaislestomatchpodcastgenreswithconsumerproducts.2Copyright©2018TheNielsenCompany(US),LLC.AllRightsReserved.

7、MAKINGTHECONNECTIONBETWEENCONSUMERPURCHASEBEHAVIORANDPODCASTAUDIENCESBYMATCHINGPURCHASEBEHAVIORINTHENIELSENHOMESCANPANELTOFANSOFPODCASTS,NIELSENISABLETOQUANTIFYTHEVALUEOFCONSUMERSWHOLISTENTOPODCASTS.3Copyright©2018TheNielsenCompany(US),LLC.AllRightsReserved.3TOP50PRODUCTSPURCH

8、ASEDANNUALLYBYPODCASTFANSBASEDONU.S.HOUSEHOLDS*Avidfansaretho