IPG Mediabrands Is First Agency To Subscribe To Nielsen Podcast Listener Buying Power Service

Effective today, IPG Mediabrands is now a subscriber to the Nielsen Podcast Listener Buying Power service, with eight agencies using the service under the IPG license. This is the first agency to subscribe to this service.

The umbrella IPG agencies include Universal McCann, Initiative, ID Media, Cadreon, Brand Programming Network, Orion, Magna and Healix.

IPG will have access to podcast insights spanning 18 genres and over 90 individual podcast titles that can be cross-referenced among a variety of consumer purchase behavior patterns and services usage.

Now, with 10 podcast companies subscribing, Nielsen’s Podcast Listener Buying Power Service, which launched in August 2019, allows clients to profile shows using program titles collected from subscribers in order to connect specific types of listeners with particular advertisers and specific program-level insights.

Nielsen Podcast Listener Buying Power service says it has an effective sample of more than 35,000 respondents, with the ability to capture results for specific programs. It also features insights on podcast listening across 18 podcast genres, over 2,000 retail/plan-to-buy categories and hundreds of advertisers with specific brand names such as insurance companies, automotive, quick-service restaurants, home improvement retailers and more. These reports are generated from web-based software and have a two time per year data release.

“IPG Mediabrands is redefining how media, technology and data power our client’s marketing in today’s dynamic marketplace,” said Brian Hughes, EVP of audience intelligence and strategy at Magna. “We are excited about the value that this data will provide in servicing all of the agencies with the insights and intelligence paramount for the success of monetization opportunities. This is beneficial to us, and the industry as a whole, as the rapidly growing podcast industry is requiring meaningful data to make sense of listenership.”


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