ESPN's Podcast Measurement is Now Certified by IAB

RADIO ONLINE | Tuesday, January 8, 2019 | 12:38pm CT

ESPN Audio

ESPN's podcast measurement vendor Blubrry has announced in coordination with the Interactive Advertising Bureau (IAB) that its measurement system, which ESPN uses, is now certified as compliant with the IAB guidelines, ensuring accuracy in quantifying downloads for media and advertisers. So far, ESPN is one of a limited number of major podcast producers to attain certification.

"Our certification is a direct result of ESPN working with our vendor and the IAB to ensure that ESPN metrics are aligned with the IAB Podcast Measurement Technical Guidelines," said ESPN VP/Digital Strategy and Marketing E. Thomas Ricks. "That said, this in no way impacts our podcast download numbers we've previously published. We've always held ourselves to this high standard and now have the certification as validation of that. ESPN continues to advocate for better measurement as the podcast landscape changes and evolves."

In making the announcement, Todd Cochrane, Blubrry CEO said, "This is the gold standard. There is no substitution to certification of compliance."

In 2018, ESPN's podcast business compiled 411 million IAB Certified downloads, an increase of 43% over the previous year. The most downloaded show was "The Dan Le Batard Show with Stugotz," with more than 91 million IAB Certified downloads. The Le Batard and Friends Podcast Network will be launching in early 2019 with new shows.