iHeart Audience Network Sees Listener Growth Outpace Download Growth in October
· 9h ago · Originally reported by PPC Land
Podtrac's October data shows iHeart Audience Network gained 6.7 million monthly US listeners, but its download numbers increased by only 3%. This highlights a growing gap between audience reach and actual listening activity.
Why it matters
Understanding the difference between reach (unique listeners) and downloads is crucial for advertisers, as it affects how podcast ad campaigns are measured and valued.
Explain it like I’m new here
It's like having more people walk into a store, but only a few actually buy something—advertisers want to know both numbers.
Terms in this story
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Go deeper
Related stories
Reddit Offers Q4 Ad Credits Amid Advertiser Concerns Over Measurement
Reddit is providing seasonal ad credits to attract advertisers during the fourth quarter. However, advertisers remain cautious about committing to Reddit year-round due to ongoing concerns about the platform's measurement tools and…
Funnel Guide Questions Reliability of ROAS and Attribution Methods
A new guide examines how a reported 3.0 ROAS can mask much lower returns on incremental ad spend, highlighting 18 attribution methods and referencing 100 sources. The guide challenges marketers to distinguish between attribution credit and…
Advertisers Shift Focus to Performance Metrics in Creator Compensation
Brands are increasingly evaluating creators based on performance indicators such as cost per lead and conversions, rather than traditional metrics like follower counts. This shift is influencing how creators are compensated for their work.
Bolt to measure how often AI chatbots recommend its ride-hailing service across five markets
Bolt is setting up tracking to see how frequently AI chatbots mention its rides and Bolt Business in the UK, Germany, Poland, South Africa and Thailand. The excerpt gives no price, baseline or competitor comparison, so what constitutes…
Google launches Analytics Data Manager beta with warning on duplicate Ads setups
Google released a beta of Analytics Data Manager on November 6, which moves data one way from Analytics to Google Ads and Google Marketing Platform. Google cautions that duplicate Ads configurations could record conversions twice, and…
Google Data Manager API v1.9 adds call conversions with hashed phone numbers only
Google released version 1.9 of its Data Manager API on November 4, adding support for uploading call conversions. Phone numbers must be hashed before submission, and each failed record now reports its position so developers and data…