The most efficient shows for reaching college graduates
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Some products are touted as being “highly concentrated” and therefore highly desirable: laundry detergent and cleaning solutions, for example. Highly concentrated = more efficient. Audiences can be concentrated, too, making them an efficient and target-rich environment for advertisers. Regardless of how many total listeners are reached by a particular podcast, there is value in having a high concentration of a target listener.
This week, Edison Podcast Metrics helps us understand which podcasts are most efficient for reaching college graduates. We can analyze our total of over 64,000 interviews with weekly podcast listeners to profile the audiences of the biggest shows with a precision and completeness that no other service can match. The graphic below shows the five podcasts with the highest percentage of college graduates in their listening base.
The Indicator from Planet Money has an audience that is almost entirely made up of college graduates, with 94% of their listeners having at least a four-year degree. Almost as concentrated is The New Yorker Radio Hour at 92%. Following closely behind is Mad Money w/ Jim Cramer with 88% college graduates, Short Wave with 87%, and Marketplace with 86%.
It’s noteworthy that of the Top Five shows featured this week, four are from public media.
Podcasters have tailored content that resonates with an informed demographic, and these shows are excellent at delivering educated listeners.
Edison Podcast Metrics provides topline podcast data insights to the public. Detailed information on thousands of shows is available to subscribers. For more information on becoming a subscriber to Edison Podcast Metrics, contact info@edisonresearch.com.
