Nielsen last month announced that IPG Mediabrands (IPG) is now a subscriber to the Nielsen Podcast Listener Buying Power service, a service that provides access to podcast insights spanning 18 genres and over 90 individual podcast titles that can be cross-referenced among consumer purchase behavior patterns and services usage.
According to Nielsen, IPG Mediabrands is the first agency to subscribe the Nielsen Podcast Listener Buying Power service, which was launched in July 2019. Under IPG Mediabrands umbrella are Universal McCann, Initiative, ID Media, Cadreon, Brand Programming Network, Orion, MAGNA, and Healix.
“IPG Mediabrands is redefining how media, technology and data power our client’s marketing in today’s dynamic marketplace,” said Brian Hughes, EVP of Audience Intelligence and Strategy at MAGNA. “We are excited about the value that this data will provide in servicing all of the agencies with the insights and intelligence paramount for the success of monetization opportunities. This is beneficial to us, and the industry as a whole, as the rapidly growing podcast industry is requiring meaningful data to make sense of listenership.”