Triton Digital is collaborating with audio research firm Signal Hill Insights to provide audience demographic and socio-demographic data on podcast listeners and downloads in the United States. Triton Digital points out that the new Demos+ solution, an enhancement to its podcast metrics, is the first-ever integration of census and survey-based research podcast measurement methodologies.
Through this collaboration, says the company, podcast publishers, advertisers and agencies can leverage podcast download metrics by person-level demographic, socio-demographic, media behavior and purchase intent propensities. Several preeminent audio publishers are already using this data.
Karst Media is among the first adopters. “These new metrics from Triton Digital and Signal Hill Insights are beneficial to understanding the behaviors and demographics of podcast audiences,” said Mike Jensen, CRO at Kast Media. “We are always looking for new ways to learn more about our audience, and we are excited about having access to this new data and leveraging it in 2022 to provide show sponsors additional insights on Kast show audiences.”
Together, Triton Digital and Signal Hill launched a large, year-round survey representative of the population of podcast listeners in the U.S. Demos+ utilizes the podcast metrics measurement census-level data to identify listener overlap to scale the podcast survey-based insights. Triton says this unique approach allows it to project the audience composition for virtually all-size podcasts — a capability previously hindered by podcast survey sample-size limitations. With this insight, podcasters will see a clear view of their audience, and marketers can more easily identify the podcasts which best reach their target audience.
Daryl Battaglia, SVP market development and strategy, audience research at Triton Digital, said, “We are pleased to collaborate with Signal Hill to provide the highest accuracy and reliability in demographic reporting in podcasting to date, which will further increase advertisers’ interest and confidence in podcasts as an effective and powerful advertising medium,” he said.
“We are thrilled to join forces with Triton Digital on this unique initiative to combine and amplify the value of census level and survey data,” said Jeff Vidler, president/founder at Signal Hill Insights. “As a leader and innovator in the space, Triton is the perfect partner to bring these advanced insights to the buying community and help to further the growth of podcast advertising in the U.S.”