Nielsen Data Shows Why Gender Remains A Big Podcast Ad Buying Factor.


In honor of Women’s History Month, Nielsen is flagging some differences between what men and women are listening to when it comes to podcasting. Sports and Technology may be tops with guys, but among women they do not even make the top ten. Instead, Nielsen says its data shows Kid & Family as the top genre among female podcast listeners with a 77% audience composition. It is followed by Health & Fitness (63%), Arts (61%) and True Crime (60%).


For men, Nielsen’s Podcasting Today report shows the top podcast genres with the highest audience composition by far are Sports (81%) and Technology (80%).


The data is a reminder to advertisers that to reach women, their ad buys need to look beyond the podcast show categories like Comedy and News. Nielsen says it also shows podcast diversity overall and that women are among the most voracious consumers of podcasts of all types and subjects.


When looking at top podcast genre usage among women ages 25-54 based on percent of all podcast usage, Nielsen says Comedy and True Crime were tops (9%), followed by News and Society & Culture (8%). For men in the same age 25-54 demographic, News was the most preferred genre (13%), followed closely by Comedy (12%).


Nielsen says across media and business, the disparity in representation for women only grows when you view the gender gap through a multicultural lens. “The gap still exists despite knowing that women are more likely to carry more of the household responsibilities, homeschooling and childcare responsibilities, make the daily purchasing decisions, be less financially secure, and feel more isolated. The pandemic has only compounded the pressure women are facing today,” it says in a blog post. Nielsen says it decided to put more focus in 2021 on addressing gender stereotypes and messages that are shaping cultural norms. “Our goal is to help the media industry create inclusive content, powered by diverse content creators not just because it matters ethically, but also because it matters to the viewers who are ultimately your consumers,” it says.

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