Nielsen has agreed to market Edison Research’s “Share of Ear” and “Edison Podcast Metrics” services to advertising agencies — a move that bolsters the work Larry Rosin and his Edison Research team have done to grow the audio space “by providing information about the total audio audience to planners and buyers.”
Rosin, the President of Edison Research, notes that the “Share of Ear” report, which has become one of the industry most anticipated analyses, provides deep insights about the complete audio landscape — including broadcast radio, streaming, podcasting, downloaded audio, smart speakers and other sources of audio content.
Edison has conducted Share of Ear studies in multiple waves each year since 2014.
Meanwhile, Edison Podcast Metrics measures persons-based listening estimates using frequently updated surveys to provide a complete view of the rapidly growing podcast audience.
For Nielsen customers, Edison services will be offered as part of the ratings measurement company’s portfolio of audio and podcasting products, including Podcast Buying Power and Podcast Ad Effectiveness studies.
“The media landscape is evolving quickly and agencies have a vital need to understand how all the media puzzle pieces fit together,” said Jon Kaiser, Head of Nielsen’s Agency and Advertiser-direct businesses. “Edison’s insights are best in class and Nielsen is excited to work together with them to provide media planners and buyers with deep insights into the total audio landscape and the rapidly growing podcasting audience.”
The Share of Ear and Edison Podcast Metrics services are based on surveys of persons aged 13 and older in the United States, and are updated four times a year.
— RBR+TVBR in Dobbs Ferry, N.Y.
