💥Podcast 18-34 Reach Matches TV, Female Podcast Habituation Hits All-Time High, Edison Research's Infinite Dial 2024: The One Slide Every Marketer Needs

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Edison Research released their annual Infinite Dial study last week. Edison Research began the Infinite Dial Study in 1998 to study how Americans use new audio and media. In the first 1998 study, few consumers had tried dial-up audio streaming. 26 years later, the Infinite Dial is the longest-running consumer digital audio study. Edison Research's 2024 Infinite Dial study offers marketers and media agencies compelling insights: Takeaways for marketers:

• Podcasting is no longer niche: Instead of “test and learn” experimental buys, podcasting should be part of media plans. 135 million Americans (47% of 12+) are contacted monthly. Monthly reach is low 60% for 18-34, 18-49, and 25-54 demographics.

• TV budgets could be diverted to podcasting since podcast 18-34 reach is as high. Brands targeting women should highlight podcasts in media plans: Female podcast audiences are at record highs in reach and habitency.

• Use Arnie Semsky's “5% solution” for podcasts: Give podcasts 5% of digital ads. Podcasts now reach 18-34s as well as TV. Not long ago, marketers dismissed podcasts for lack of scale. No more. Edison's 2024 Infinite Dial podcast weekly reach (48%) is nearly as high as TV (50%), among 18-34s. AM/FM radio dominates 18-34 weekly reach at 77%. The AM/FM radio and TV data is from Nielsen Comparable Metrics for Q3 2023.[ Continue Reading ]

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