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Avid Fans of Podcasts Surge to 16 Million Homes in 2017
RADIO ONLINE | Monday, July 2, 2018 |
According to Nielsen's Fanlinks survey data, which was included in its first-quarter 2018, "A Marketer's Guide to Podcasting Report," the medium saw a significant growth in engagement from 2016 to 2017. In the fall of 2016, there were 13 million homes who identified as "avid fans" of podcasts. In the fall of 2017, the number of homes that consider themselves "avid fans" surged to 16 million. Not only is the podcast audience growing, but the level of engagement is increasing.
One finding that fits in with the 4th of July is that podcasts are popular with over half of all barbecue sauce-, ketchup- and sunscreen-purchasing households? As such, marketers and advertisers have an opportunity to reach desired demographics through advertising that will appeal to podcast listeners. Podcast listeners are also avid BBQ fans. For example, 66 million households in Nielsen's Homescan panel purchased barbecue sauce in 2017, which represents 54% of all homes in the U.S.
Thirty-six million of the aforementioned homes indicated that someone in the home is a fan of podcasts. The podcasting audience influences $266 million of barbecue sauce sales annually. The average podcast household spends $7.22 per year on barbecue sauce, while avid podcast fans spend $8.15 per year.
While podcast listeners love their barbecue sauce, they also gravitate to ketchup for summer picnics. In fact, 65% of all households in Nielsen's Homescan panel purchased ketchup in 2017, which represents more than 80 million homes in the U.S. Forty-three million of these homes indicated that someone in the home is a fan of podcasts. This represents more than half of all ketchup buying-households. In total, podcast households spent more than $314 million in 2017 on ketchup.
Podcast listeners are also no strangers to sunscreen. In fact, U.S. podcast households spent $266 million on sunscreen last year, and 25% of all households in the Nielsen's Homescan Panel purchased sunscreen at a store in 2017. That's more than 31 million homes in the U.S., with 18 million of these homes indicating that someone in the home is a fan of podcasts. This represents more than half of all sunscreen-buying households. The average podcast household spends $15.60 per year on sunscreen, while avid podcast fans spend $16.55 per year.
Fans of business podcasts spend $40.77 a year on barbecue sauce per household, and there are over 47 million households buying barbecue sauce that are fans of music podcasts.
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