[Hidden-tech] Interesting data on podcasts

[Tish Grier]

I'd be really interested to see which podcasts are the
most downloaded--what, exactly are people downloading
and listeining to, and how the demographics break down
along gender and age lines.  I know that NPR has lots
of podcasts, and a lot of other mainstream news
outlets have podcasts, too. I wonder of it's the more
mainstream kinds of things--news, some tv shows--that
are being downloaded.  

And would people really be interested in downloading
'commericals'?  

The last piece of demographic research (I forget from
where, but only a couple of months ago) said that the
majority of downloaders are young males.  Young males
are always early adopters, and stuff that's skewed to
them usually does best in the podworld.  Probably why
Rocketboom (http://www.rocketboom.com) is one of the
biggest downloads.

Speaking of which, Rocketboom held an auction on eBay
for advertising on their 'cast--they got a top bid of
$40,000.   


Tish G.    

--- Jeanne Yocum <jeanne at yourghostwriter.com> wrote:

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> 
> > Hi,
> 
> I just received an article pertinent to the
> discussion that occurred here a
> few weeks back on podcasts.  This piece has some
> interesting data so I
> thought I'd share it.
> 
> Source:  www.jackmorton.com  (This is a big 
> "experiential marketing" firm
> that puts out a pretty interesting e-newsletter.)
> 
> Enjoy!
> 
> Jeanne Yocum
> 
> February 15, 2006
> 
> PODCASTS: New Touch Point Connects Brands With
> Audiences
> 
> Podcasts continue to grow in popularity, and
> marketers should take note.
> These Web-based downloadable audio/video files can
> serve as an effective
> medium to reach targeted audiences with content that
> truly interests them.
> In today¹s customer-controlled economy, brands
> should make the most of touch
> points that their most critical audiences embrace.
> 
> The Pew Internet & American Life Research Project
> recently reported that 29%
> of the 22 million American adults who own iPods or
> MP3 players have
> downloaded a podcast. That¹s a remarkable statistic
> when you consider that
> podcasting has only been in wide use since 2004
> (though the technology has
> been available since 2001).
> 
> With the introduction of emerging products like the
> new iPod nano (which
> displays video content), podcasting has seen
> overwhelming growth. Bridge
> Radio reports that 4.8 million people downloaded a
> podcast in the past year,
> compared to 820,000 in 2004. And the phenomenon is
> expected to grow at a
> rapid rate. In 2010, the podcast audience is
> expected to reach between 45-75
> million.   
> 
> As podcasting¹s popularity grows, savvy marketers
> are responding by adding
> content to their online portals. Many companies have
> seen increased Web
> traffic since introducing podcasts. If the content
> is relevant enough, these
> companies find that consumers are willing to
> complete a registration process
> to access downloads. This ³membership² system
> provides companies with
> important information about their best consumers,
> while offering a new
> communications channel through which to design and
> deliver a brand
> experience.
> 
> Some marketers are wary of the trend¹s ultimate
> effectiveness. PROMO warns,
> ³metrics and benchmarks are limited, with success
> often based on
> month-to-month growth of the number of downloads.
> [Further,] Lead generation
> techniques are not widely available and it can be
> difficult to tie podcasts
> to incremental sales.²
> 
> While lack of metrics is unfortunate, it is probably
> temporary. And it
> hardly erases the clear benefits of reaching out to
> customers through the
> type of personalized contact they prefer. Consumers
> today know how to filter
> out unwanted marketing messages. They routinely use
> devices like Tivo and
> DVRs to bring programming into their lives on their
> own terms. Podcasts
> offer a unique channel that acknowledges this
> unprecedented level of
> consumer control. Consumers actively seek out brand
> messages they want to
> view or hear, and access them whenever and wherever
> they like.
> 
> In an on-demand world, this kind of contact will
> only become more common.
> Forward-thinking marketers will dedicate time,
> strategy and resources to
> making the most of this potent new opportunity to
> connect with key
> audiences. 
> 
> Sources: CMO, PROMO
> 
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