Nielsen and Edison Research To Launch Groundbreaking Podcast Dataset in Nielsen's Media Planning Tool

NPR and Ocean Media Among Charter Subscribers

For the First Time Advertisers Can Plan Across All Major Media Types Including TV, Radio, Podcasts and Digital

NEW YORK - August 6, 2025 - Nielsen, a global leader in audience measurement, data, and analytics, today announced a new collaboration with premier podcast research firm Edison Research, to launch Nielsen Podcast Fusion powered by Edison Research. For the first time, advertisers and agencies will be able to plan, optimize and compare all major media types including podcasts, TV, radio, digital and social in one place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen's widely used media planning tool, Nielsen Media Impact (NMI). NPR and Ocean Media are among the charter subscribers at launch.

Podcasts have scale, now reaching the majority of adults 18-34 monthly with an impressive 32% share of ad-supported audio. As podcast listenership continues to grow, it is critical for advertisers to have sophisticated tools and data to effectively plan, measure and optimize their audio investments. Nielsen Podcast Fusion in NMI will provide an even more holistic view of media planning and help users uncover valuable insights and demonstrate the effectiveness of their campaigns. NMI users will also be able to optimize media plans by specific podcast networks and genres, as well as top podcast programs.

We know that young people are consuming podcasts as a huge part of their media diet, said Rich Tunkel, Managing Director of Nielsen Audio. Nielsen continues to be at the forefront of media measurement so that advertisers can create their plans with confidence. This new collaboration further extends that confidence to audio and podcasts.

Nielsen Media Impact is a critical tool for cross-platform media planning, and we are excited to bring our best-in-class podcast measurement data to this ecosystem. said Melissa Kiesche, Senior Vice President at Edison Research. Our strategic partnership will help advertisers better understand the power of podcasting and its role in the broader media landscape.

For our clients, seamless podcast planning alongside other audio and video channels is vital. The integration of podcast metrics into NMI makes this a reality, allowing us to evaluate and develop more intelligent, cross-platform media strategies for our brands. We see this as a pivotal advancement. Marcela Wilfong, Associate Director Planning & Insights, Ocean Media

Integrating podcast data with Nielsen Media Impact marks a pivotal step in how the industry approaches cross-media planning. With podcasts now a key player in the advertising ecosystem, this collaboration will empower advertisers to harness detailed insights and optimize their campaigns effectively across all major media types. Susan Leland, Director, Audience Insights at NPR.

For more information about NMI and Podcast Fusion Data powered by Edison Research, contact your Nielsen representative.

About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram)

About Edison Research Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 66 countries. Edison Research's The Infinite Dial series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company's Share of Ear survey is the only single-source measure of all audio in the U.S. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S, Edison Podcast Metrics, and has conducted research for many companies in the space. Since 2004, Edison Research has been the sole provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News).

Press Contacts: Lauren Pabst, Nielsen

lauren.pabst@nielsen.com

Emily Scoble, Nielsen

emily.scoble@nielsen.com

LINK:	https://www.nielsen.com/news-center/2025/nielsen-and-edison-research-t...
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