Commercial Radio & Audio, in partnership with Triton Digital, has released the February results for the Australian Podcast Ranker, the country’s third-party verified podcast measurement system used by the industry to track listening trends.
CRA said the latest release introduces new enhancements to the Ranker’s Demos+ dataset, including a new “Top Indexing Programs by Audience Composition” tool designed to help media buyers identify podcasts that perform strongly among specific audience segments. The tool highlights podcasts that index highly with groups such as high-income households, active property buyers, frequent travelers and fitness enthusiasts.
CRA and Triton Digital have also expanded the existing Demos+ Category Ranker dataset, which now includes four times as much audience characteristics data as before. According to CRA, the additional insights allow advertisers to plan campaigns based not only on traditional demographic indicators such as age, gender and location, but also on consumer behavior, lifestyle indicators and spending patterns.
Continued growth of podcasting
Lizzie Young, CEO of Commercial Radio & Audio, said the additional data reflects the continued growth of podcasting in the Australian market. “Podcasting has matured rapidly in Australia,” Young said. “The expansion of Demos+ data moves advertisers beyond age and gender-based audio strategies into a greater view of the behaviours, intentions and spending patterns that drive campaign outcomes.”
According to the February Ranker, the most widely listened-to podcast genres in Australia were News with 5,223,090 monthly listeners, followed by Society & Culture with 3,881,781, Comedy with 2,592,183, Sports with 2,531,527 and True Crime with 2,425,664.
The top five podcasts by monthly listeners were “Mamamia Out Loud,” produced by Mamamia with 982,235 listeners, followed by “ABC News Top Stories” from the Australian Broadcasting Corporation with 518,826 listeners. “Sky News Australia Update,” produced by News Corp Australia, ranked third with 474,219 listeners, while NOVA Entertainment’s “MAFS Funny Podcast” placed fourth with 469,212 listeners and “The Update,” also from NOVA Entertainment, ranked fifth with 398,838 listeners.
The Australian Podcast Ranker tracks the top 300 podcasts listened to by Australians each month and is commissioned by CRA and published by Triton Digital in accordance with IAB podcast measurement guidelines.
You can view and download the February Podcast Ranker below.
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