Mic Check: Edison Research at Podcast Movement Evolutions
By Edison Research
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Podcast Movement Evolutions kicks-off early next week, with a number of opportunities to meet the Edison Research team and learn about the newest podcast listening data and insights. Below are details and descriptions for all of our sessions.
The Fandom Phenomenon
Tuesday, April 1 2:30 PM to 3:00 PM CT
Megan Lazovick, Vice President at Edison Research, will present The Fandom Phenomenonstudy in collaboration with Wondery and dentsu. This session will explore what podcast fandom looks like today, why podcast fans are so passionate, how podcast fans show their love, and what fandom means for brands. Our study identifies Podcast “Fans” – monthly users with a strong interest in podcasts. The report highlights how podcast fandom goes beyond just listening: 43% of podcast fans have engaged with podcasts through other forms of media such as TV, books, games, events, and more, and 21% of podcast fans have attended a live podcast show.
With valuable insights drawn from research, attendees will learn how to build stronger connections with podcast audiences and leverage fandom to drive brand loyalty and growth.
The Business of the First Podcast Election: From Advertising to Listenership
Tuesday, April 1 3:15 PM to 3:45 PM CT
Podcasting was thrust into the spotlight when Donald Trump and Kamala Harris made notable appearances on various shows throughout their 2024 campaigns. Gabriel Soto, Edison Research Senior Director, and Dr. Tamara (Zubatiy) Nelson, Barometer CEO and Co-Founder, will use audience data and contextual targeting insights to dissect the crucial role podcasts played in last year’s election. This session will also highlight the opportunity News podcasts provide in reaching weekly podcast listeners.
Ranking as the second most popular genre in Q4 2024 among weekly podcast listeners, according to Edison Podcast Metrics, News shows are central to how voters inform themselves about political issues and candidates.
Soto and Nelson will discuss News’ impressive reach and Barometer’s insights into the genre’s brand suitability and safety, illustrating what advertisers could miss out on if they shy away from News content. The session will offer key takeaways for publishers and industry leaders navigating podcasting’s evolving role in political discourse.
After so many years of continuous growth in podcasting, why does media spend in audio still lag so far behind other segments? Larry Rosin, Edison Research President, joins Rockie Thomas, SoundStack Chief Strategy Officer, for a fireside chat that will address that question and give attendees a new understanding of how data can help podcast buying become more trusted than it’s ever been.
