With Podcast Ad Revenue Rising, Audience Measurement Catches Up

While eMarketer projects that podcasts will grab $400 million in ad spending by 2011, BusinessWeek was wondering who’s tracking the audiences for this medium? One answer may come from podcast company Podtrac, which today launched a free online media planner that lets advertisers research audience information for audio and video podcasts based on demographics, size, and other characteristics. The company claims to connect some 5,000 of the top podcasters to advertisers but says it includes data for all podcasts in the new service — including those from major media companies with whom Podtrac is not affiliated. The data is indexed to information in Mediamark Research’s Survey of the American Consumer. Podtrac combines MRI


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