IPG Mediabrands Signs Up For Nielsen Podcast Service, Signaling Milestone As An Ad Medium

In a sign of the maturation of podcasting as an advertising medium, IPG Mediabrands has signed up as a subscriber to Nielsen’s Podcast Listener Buying Power service.

The deal gives eight IPG agencies -- Initiative, UM, ID Media, Cadreon, BPN, Orion, Magna and Healix -- access to the data for planning and buying purposes.

The agencies will have access to podcast audience estimates spanning 18 genres and more than 90 individual podcast titles that can be cross-referenced among a variety of consumer purchase behavior patterns and services usage. 

Nielsen launched the service in August 2019, and says it has signed up 10 podcast publishing companies as subscribers to date.



Next story loading loading..