Nielsen, Edison Research to Launch Podcast Dataset
| RADIO ONLINE | Wednesday, August 6, 2025 | 9:21am CT |
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 Nielsen and Edison Research |
Nielsen has announced a new partnership with Edison Research to integrate podcast metrics into its Nielsen Media Impact (NMI) platform, marking a significant step forward in cross-media planning. The collaboration introduces Nielsen Podcast Fusion powered by Edison Research, enabling advertisers and agencies to plan, optimize, and compare podcasts alongside traditional media platforms such as radio, TV, digital, and social -- all within a single ecosystem.
The integration brings Edison's Podcast Metrics, a source of podcast audience data, into the widely used NMI platform. Charter subscribers at launch include NPR and Ocean Media.
With podcasts now reaching a majority of U.S. adults aged 18-34 on a monthly basis and commanding a 32% share of ad-supported audio, advertisers are increasingly seeking better tools to measure and manage their investments in the space. The new fusion aims to address that need by offering granular insights across podcast networks, genres, and top programs.
"We know that young people are consuming podcasts as a huge part of their media diet," said Rich Tunkel, Managing Director of Nielsen Audio. "Nielsen continues to be at the forefront of media measurement so that advertisers can create their plans with confidence. This new collaboration further extends that confidence to audio and podcasts."
Edison Research's Senior Vice President Melissa Kiesche echoed the importance of this development, stating, "Nielsen Media Impact is a critical tool for cross-platform media planning, and we are excited to bring our best-in-class podcast measurement data to this ecosystem."
Marcela Wilfong, Associate Director of Planning & Insights at Ocean Media, said the integration allows for more intelligent and seamless podcast planning alongside audio and video channels. Susan Leland, Director of Audience Insights at NPR, added that the move marks a "pivotal step" in how the industry approaches cross-media strategy.
