Nielsen, Triton Integrate Podcast Metrics in NMI

RADIO ONLINE | Monday, April 27, 2026 | 9:00am CT

Nielsen Audio and Triton Digital

Nielsen has announced a new collaboration with Triton Digital to integrate Triton's Podcast Metrics Demos+ into its Nielsen Media Impact (NMI) planning platform, expanding how advertisers evaluate podcast audiences alongside other media channels.

The integration enables brands and agencies to access more detailed audience insights for podcasts, helping them better understand listener behavior, refine media mix strategies, and compare podcast reach and targeting with digital, linear and emerging media.

The move also broadens representation for podcast publishers and sales networks within NMI, allowing planners to evaluate a wider range of shows, networks and sub-networks powered by Triton's platform. Nielsen said the added visibility is intended to support more informed campaign planning and a clearer view of podcast performance.

Rich Tunkel, Managing Director of Nielsen Audio, said the collaboration addresses a need for greater comparability between podcasts and other media channels within a single planning framework.

Triton Digital CEO John Rosso said the integration combines Triton's measurement capabilities with Nielsen's planning tools to better highlight the scale and engagement podcasts can deliver.

As part of the agreement, Nielsen will also serve as the primary sales representative in the U.S. for Triton Digital's podcast measurement offerings, extending access to those tools through its relationships with publishers, agencies and advertisers.