To help advertisers better understand our audience, Midroll conducted a survey across listeners of 106* of our podcasts, to find out who they are and what they're buying.
* And more than 90 shows have been added to the Midroll roster since this survey ended!
of Midroll listeners say they bought a product or service after hearing it advertised on a podcast.
Midroll's hosts were upfront with their listeners, asking them to visit the survey site and plainly explaining what the survey was for. The response was overwhelming.
We got an amazing response from listeners of these shows (and others):
Podcast ads work. Here's why:
We're sharing the results from every Midroll show below, but Midroll advertisers have access to our industry–first web application that lets you mine this data yourself, finding shows that match the demographics to best fit your campaign.
of podcast listeners are in the most desirable demographic (ages 18–34 for those keeping track at home).
Public radio: 12.5%
Talk radio: 17%
Terrestrial radio: 30.2%
Number of famous astrophysicists hosting Midroll podcasts
Neil Degrasse Tyson
Host of StarTalk Radio
20% of podcast listeners have household incomes of $100,000+
62% of podcast listeners have incomes of $50,000 or more
Podcasts are inherently mobile friendly. More than half our listeners consume podcasts on iPhones, more than any other device. (Since folks listen to podcast on multiple devices, the total here is more than 100%.)
Podcasts reach people in alternative locations: commuting, at work, doing chores.
More than half of listeners spend $30 or more on movie tickets, video games and streaming services every month.
Almost half of podcast listeners spend more than $360 a year on electronics and gadgets (>$30 per month).
Number of times "iPhone 6" was said on a Midroll podcast
Podcast listeners like to dine out! 53% spend $50 or more each month.
40% of these shows' listeners spend $50 or more a month on clothing and fashion ($600 a year).
The majority of listeners to these shows spend at least $150 a month on food and nutrition ($1,800 a year).
More than 1/3 of listeners to these shows have incomes over $100,000 a year.
More than half these shows' listeners are women with college degrees.
With our library of high quality podcasts* and audience insights, Midroll can help you target the shows that perfectly match your ideal demographic.
* In fact, Midroll shows make up 20% of the iTunes top 100 podcasts.