The Future of Podcasting Measuring Projecting Behavior
The Future of Podcasting Measuring & Projecting Behavior
Bridge Ratings Research Established 2002 Measures Radio listening behavior All Sized markets Telephone Methodology Quantitative Qualitative Projecting Future Behavior(Audience Attrition Audience Migration Studies RIDGE RATIn
Bridge Ratings & Research • Established 2002 • Measures Radio Listening Behavior • All Sized Markets • Telephone Methodology • Quantitative + Qualitative • Projecting Future Behavior (Audience Attrition, Audience Migration Studies
Podcasting: What We measure Number of downloads Time Spent Listening to Each Download Cumulative Time Spent Listening How Often Consumer downloads Listening Media: PC or MP3 Is Podcast forwarded or shared Qualitative(age, gender, zip code, etc) RIDGE RATIn
Podcasting: What We Measure • Number of Downloads • Time Spent Listening to Each Download • Cumulative Time Spent Listening • How Often Consumer Downloads • Listening Media: PC or MP3 • Is Podcast Forwarded or Shared • Qualitative (age, gender, zip code, etc)
Podcasting: Methodology Imbedded email Questionnaire applet Opt-in telephone Interviews Under development Tracer Cookⅰes RIDGE RATIn
Podcasting: Methodology • Imbedded Email Questionnaire Applet • Opt-in Telephone Interviews • Under development ►Tracer Cookies
State of the podcast Podcast Use(Ever) Projections 90.000 80.000 70.000 60.000 00 口 Conservative 40.000 口 Moderate 口 Aggressive 30.000 20.000 11.3 10.000 0.7501.01.25 0.000 2005 2007 2008 2009 2010 Year
State of the Podcast Podcast Use (Ev er) Projections 0.750 3.5 6.5 14.6 22.7 28.4 44.0 1.0 5.0 9.3 20.9 32.4 40.5 62.8 1.25 6.1 11.3 25.5 39.6 49.5 76.7 0.000 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 90.000 2004 2005 2006 2007 2008 2009 2010 Year Users (millions) Conservative Moderate Aggressive