Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

Advertisement

Avid Fans of Podcasts Surge to 16 Million Homes in 2017


Podcasts
Podcasts

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.

Advertisement

Latest Radio Stories

AWMF Unveils 49th Annual Gracie Awards Winners
Gracies
Gracies
The Alliance for Women in Media Foundation (AWMF) has announced winners of the 49th Annual Gracie Awards. The Gracies celebrate outstanding achievements in media dedicated to women, by women, and about women across diverse platforms in news and More

Study: Core Commercial Radio Fans Weigh in on AI
Jacobs Media
Jacobs Media
The big story in broadcast radio and all of media is the impact of Artificial Intelligence. In the past year, much has been said and written about how radio broadcasters -- from management to talent -- feel about this burgeoning technology. But now More

Listening to Podcasts and Online Audio Hit New Highs
The Infinite Dial
The Infinite Dial
The portion of Americans who listen to any kind of online audio, and the portion who listen to podcasts, have both reached new record highs, according to The Infinite Dial an annual survey from Edison Research with support from Audacy, Cumulus Media More
Advertisement

iHM Announces Partnership Extension with D.C. United
D.C. United
D.C. United
iHeartMedia/Washington, DC inks an extension to its partnership agreement with D.C. United to deliver local radio broadcast for all of the club's 2024 Major League Soccer regular season matches, effective through the end of the 2024 season. As part More

CMN Promotes Robert Blum, Tyler Brewer & Chris Kleiber
Compass Media Networks
Compass Media Networks
Compass Media Networks promotes three-long-standing executives, Robert Blum, Tyler Brewer and Chris Kleiber, who will collectively oversee the content creation, production and distribution of the company's play-by-play sports platform. The More

Matt Pinfield Joins The SoCal Sound for Afternoons
Matt Pinfield
Matt Pinfield
Veteran air talent and television host Matt Pinfield is joining KCSN-FM (88.5 FM The SoCal Sound) in Los Angeles as AAA outlet's new afternoon host from 2-6pm. The music personality fills the spot left open by Andy Chanley, who announced earlier More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Quick Snaps
Benztown: Benztown was at Radiodays Europe 2024, which was held in Munich on March 17-19th. Benztown hosted a well-attended party for customers and partners during Radiodays Europe 2024 on Monday, March 18. Pictured is a traditional Volksmusik band performed for Benztown party attendees at Munich's Augustiner-Keller restaurant. In front in black shirt raising a glass is Oliver Klenk, Head of Production & Composition, and to his right, also in black shirt, is Stephan Halfpap, General Manager, Maxmedia, Austria.

Advertisement

Advertisement