Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.
INSIDE THE SHOPPING
CART OF PODCAST FANS
Podcasting continues to grow year after year and with that comes more
investment from brands both big and niche. Every month more advertisers
are adding podcasting to their media plans. One notable segment turning its
attention to podcasting is the fast-moving consumer goods (FMCG) industry,
also commonly known in the U.S. as Consumer Packaged Goods (CPG).
With this in mind, we continue to share insights mined from our signifcant
Homescan panel coupled with an online questionnaire of those panelists who
say “I’m a fan of Podcasting.” Previous reports from Nielsen have shown the
podcast audience to be young, educated and afuent. The podcast listener
tends to spend more at the grocery store on a weekly basis according to our
research (see chart below). Advertisers who can leverage the podcast audience
may fnd a greater ROI since this group tends to spend more.
BRUCE SUPOVITZ
SVP, SALES DIRECTOR
NIELSEN AUDIO
These stats and those in the coming pages are strong directional indicators of
which brand categories do well with what genres of podcasting. In addition, we
also highlight the buying power of “avid fans” of podcasting.
This report will help provide key steps as we take a virtual tour up and down the
grocery aisles to match podcast genres with consumer products.
Source: Nielsen Scarborough USA+, Release 2 2017
AVERAGE 7-DAY GROCERY SPEND
49%
27%
23%
27%
27%
45%
$150++8%
-14%UNDER $100
$100 - $150
PODCAST LISTENERS
ALL ADULTSMAKING THE
CONNECTION
BETWEEN CONSUMER
PURCHASE BEHAVIOR AND
PODCAST AUDIENCES
BY MATCHING PURCHASE BEHAVIOR IN THE
NIELSEN HOMESCAN PANEL TO FANS OF
PODCASTS, NIELSEN IS ABLE TO QUANTIFY
THE VALUE OF CONSUMERS WHO LISTEN TO
PODCASTS.
3Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.
$10.8B
$8.8B
$8.0B
$7.9B
$7.9B
$7.4B
$6.2B
$6.0B
$5.9B
$4.8B
$4.7B
$4.5B
$4.2B
$3.9B
$3.7B
$3.7B
$3.6B
$3.3B
$3.3B
$3.2B
$3.2B
$3.0B
$3.0B
$2.7B
$2.7B
$2.7B
$2.5B
$2.5B
$2.4B
$2.2B
$2.2B
$2.2B
$2.2B
$2.1B
$2.0B
$2.0B
$2.0B
$1.9B
$1.8B
$1.8B
$1.7B
$1.7B
$1.6B
$1.6B
$1.6B
$1.6B
$1.4B
$1.4B
$2.6B
$3.1B
TOP 50 PRODUCTS PURCHASED ANNUALLY
BY PODCAST FANS
BASED ON U.S. HOUSEHOLDS
*Avid fans are those who consider themselves extremely interested in a certain genre of podcasts (interest level 6 or 7 on a 7 point scale)
Source: Nielsen Homescan Panel, Fanlinks 2017 survey, total U.S., 52 weeks ended 1/13/18.
RANKPRODUCT CATEGORYBUYING HHLDs
1Snacks99%
2Pet Food68%
3Paper Products98%
4Cheese97%
5Bread & Baked Goods99%
6Carbonated Beverages92%
7Candy98%
8Milk97%
9Vitamins84%
10Medications/Remedies92%
11Tobacco30%
12Cereal94%
13Cofee76%
14Condiments/Gravies/Sauce98%
15Pet Care59%
16Canned Juices/Drinks93%
17Yogurt85%
18Beer40%
19Wine44%
20Detergents93%
21Frozen Pizzas82%
22Bottled Water87%
23Liquor34%
24Cookies/Ice Cream Cones93%
25Prepared Foods-Dry Mixes92%
26Hair Care86%
27Cough & Cold Remedies80%
28Frozen Vegetables90%
29Nuts81%
30Soup94%
31Breakfast Foods81%
32Canned Vegetables92%
33Oral Hygiene91%
34Ice Cream85%
35Skin Care76%
36Crackers92%
37Refrigerated Juices/Drinks77%
38Butter & Margarine91%
39Wrapping Materials/Bags91%
40Tea80%
41Personal Soap/Bath Needs88%
42Eggs93%
43Laundry Supplies85%
44Jams/Jellies/Spreads87%
45Salad Dressings/Mayo/Top91%
46Spices/Seasoning/Extract91%
47Disposable Diaper23%
48Household Cleaners86%
49Baby Food18%
50Shortening/Oil84%
The grocery store is full of
national brands looking to
advertise to an engaged
audience and leverage digital
channels for activation.
Podcast advertising has a ripe
opportunity to connect avid*
listeners with their favorite
brands in unique and creative
ways. This list of the top 50
products that podcast audiences
spend their money on is the
frst step at identifying these
opportunities. On the following
pages, we will examine each
genre and identify specifc
products that have higher
consumption levels among avid
fans. This will help advertisers
identify which podcast genres
are a good ft for their specifc
campaigns.。。。