Edison Invests In Larger Survey Base To Bring More Granular Data To Podcast Metrics.
Edison Research says it will implement a “significant” increase in the number of weekly podcast listeners that it surveys for its quarterly Podcast Metrics reports beginning in July. The total number of surveys will increase 150% meaning that each quarter Edison will conduct 5,000 interviews among people who say they have listened to at least one podcast in the week before they are contacted.
The move will come at a price, but Edison says by expanding the size of the sample of weekly podcast listeners it surveys it will allow Edison Podcast Metrics to have the ability to examine more cuts of the data, to generate detailed data on far more shows, and will lead to more frequent reporting.
“While we are already delivering data based on a very large sample size, Edison Podcast Metrics clients will now be receiving much more granular data,” said Edison Research Senior VP Melissa Kiesche. “The 20,000 completed interviews each year going forward, on top of the tens of thousands of interviews we have completed since we started the service, will give us a storehouse of information on podcast listening that the podcasting industry can leverage to generate more advertising and insights.”
Edison Podcast Metrics is a survey of weekly podcast listeners. The company says surveys are performed every day as it collects information from respondents about all podcasts they listened to in the last week. Because it is a survey-based methodology not relying on server log data to track which shows were streamed or downloaded, it allows Edison report a podcast ranker that is independent of which shows or networks subscribe.