In another sign of its growth into a mainstream medium, pre-testing has come to the podcast industry. Media research firm Coleman Insights has rolled out Pod Predictor, a new service for podcasters to test show concepts before they launch. The service surveys 1,000 18- to 64-year-old podcast listeners in the U.S. and Canada to determine how appealing a podcast concept is.
Podcasters test a show title along with a one or two sentence elevator pitch, which respondents rate on a 1 to 5 scale. Additionally, survey respondents will be asked to indicate their interest in downloading the content based on the title and description.
“So much money and time is invested in the launch of new podcasts without any intel as to how that content will be received,” Coleman Insights VP/Consultant Jay Nachlis said in the announcement. “Now, with Pod Predictor, podcasters can determine how appealing their concept is at an affordable price point, allowing them to refine their marketing message before launching it to the public.”
Coleman is making the service available to individual publishers and networks, with the ability to test one or multiple concepts. Results will be delivered with total results, as well as breakdowns by age, gender, ethnicity, geography, and category interest.
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