Podcasters need listening data, so Nielsen is going to call people’s homes to ask for it

Nielsen, a company best known for tracking TV shows’ popularity, is getting into the podcast data collection business. The company will begin assembling information on podcast listeners’ consumption habits, like their genre preferences and how long they listen to shows, and it will then sell access to that data to podcasters and podcast ad networks. The information could help these companies sell ads, especially because they often have little insight into their listeners’ broader consumer habits.

Nielsen’s initial clients are some of the industry’s biggest names, including, iHeartPodcast Network, Cadence13, Midroll, Westwood One, and Cabana. Given that these companies sell ads for podcasts, they’ll likely use the database to build a more…

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