Understanding Podcast Audiences: Triton Digital and Commercial Radio & Audio Launch New Demographic Tools"

With the introduction of Podcast Metrics Demos+ in Australia, Triton Digital and Commercial Radio & Audio today announced the availability of podcast audience profiles. Publishers in the Australian Podcast Ranker now have access to updated demographic information and audience profiles, providing them with knowledge about their audiences' interests, media consumption patterns, age and gender, purchase history and intent, and number of listeners and downloads.

With the help of these 150 data points from this new audience profiling layer, publishers will be able to create comprehensive listener profiles that will inform advertisers and direct the creation of new content. Triton Digital's Podcast Metrics measurement service, which provides data for the Australian Podcast Ranker, is expanded into Demos+.

According to Ford Ennals, CEO of Commercial Radio & Audio, "the expansion of podcast audience profiles for publishers in the Australian Podcast Ranker marks a significant step forwards, building upon the industry's collaborative and innovative spirit." "We are thrilled for the newly available audience profiling to do the same," the statement reads. "The Australian Podcast Ranker has brought a deeper understanding of the podcast market that has facilitated the growth of our industry."

Podcast genres, podcast groups, and individual podcasts can all be used to analyse listener characteristics. In the case of the True Crime genre, Australian listeners are, for instance, 68% female, 60% more likely than the average Australian to be parents of children under 18, and 27% more likely than the average Australian podcast listener to buy whitegoods in the upcoming year.

Shannon Hollis, General Manager-Audio, News Corp Australia, stated, "Publishers can really understand who our audiences are in podcasting with the new audience profiles and insights from Podcast Metrics Demos+." As a result, we will be better able to choose the appropriate advertisers and develop content strategy. It has given the industry a new degree of openness and comprehension.

Podcast Metrics Demos+ uses a special methodology that combines census and survey-based research methodologies in collaboration with audio research company Signal Hill Insights. It allows demographics to be generated for podcasts of almost any size, surpassing the constraints of podcast survey sample size.

Richard Palmer, Vice President of Market Development at Triton Digital, stated, "Demos+ podcast listener profiling has been extremely valuable to the podcast industry there. It has already been made available to US podcast publishers." We're thrilled to be expanding our joint presence into a market where the Australian Podcast Ranker has already yielded enormous success. We are bringing in an exciting new era for the Australian podcast market in collaboration with our longstanding partner, CRA."

About Triton Digital

Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.TritonDigital.com.

About Commercial Radio & Audio

CRA is the peak industry body representing the interests of commercial radio broadcasters throughout Australia. CRA promotes the effectiveness of radio and audio to advertisers, manages audio research and insights, metropolitan and regional audience measurement surveys, revenue reporting, industry innovation including RadioApp, the Australian Podcast Ranker, industry codes and standards, and regulatory and legislative matters. CRA also hosts the Australian Commercial Radio Awards and the Siren Creative Awards.

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