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Download on Podcasting Talks w/Nielsen About SDK
RADIO ONLINE | Wednesday, July 19, 2017 |10:39pm CT

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Dr. Billy Ray McKim, an expert on audience measurement research and associate professor at Texas A&M University, says "a new approach is needed to effectively measure and monetize podcasting. An approach that transcends PPM and diary methodologies or the current practice of relying on download metrics without third-party validation." So, the Download on Podcasting research team spent time with Nielsen to better understand the opportunities that exist with their census-based SDK measurement platform. Based on its analysis, SDK provides a great opportunity for podcasters and advertisers alike.

According to DMR/Interactive President and COO Andrew Curran, "the lack of third-party measurement is holding back the monetization of podcasting. Until we have an agreed upon currency, podcasters will earn a small fraction of the available digital dollars."

Because podcasts are a digital medium, additional measurement techniques can be employed, beyond using a traditional panel says the Download on Podcasting report. Nielsen SDK uses big data and a census-style approach that matches demographic information in a privacy-safe way via data providers, such as Facebook. Nielsen VP/Digital Audio Rob Kass adds, "rather than measuring just downloads and server traffic, we are putting our measurement on the device at the point of consumption."

Complete findings are available in the newly released report, "The Download on Podcasting Presents: An Overview of Audience Measurement with Nielsen Audio" at www.downloadonpodcasting.com/insights

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