Triton Adds Podcast Listening Survey to Download Data

Audio industries tech and services company Triton Digital has announced it will add listener information from a quarterly survey to its current monthly download-based U.S. Podcast Ranker, completing what it says will be a holistic view of podcast consumption.

Triton Digital is owned by iHeartMedia, and offers MRC-accredited measurement services within a suite of tools helping broadcasters, podcasters and online music services to build their audience, maximize revenue and streamline their operations. Its offer includes online audio measurement service Webcast Metrics and IAB-certified Podcast Metrics, and a year ago it acquired audio intelligence platform Sounder, which offers podcast understanding and management tools including including brand safety solutions, contextual targeting insights, and data-driven promotional tools.

Starting later this year, the new nationally representative survey will include all publishers and podcasts and will rank the 200 podcasts with the most listeners. This will be supplemented with the firm's Demos+ audience profiles, to list the podcasts that most efficiently reach target audiences by demographic, socio-economic, lifestyle and purchase intent variables.

The survey asks participants what podcasts they listened to or watched, including video podcasts consumed via YouTube - supplementing data from the firm's existing YouTube integration - and other platforms.

Triton will continue to work with existing research partner Signal Hill Insights. Daryl Battaglia (pictured), Triton's SVP of Measurement & Analytics says the combination of census-level download measurement and survey measurement provides 'the most comprehensive understanding of podcast audiences and their consumption habits'.

Web sites: www.tritonrankers.com and www.tritondigital.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.