Behavioural Podcast Measurement: Three Things Survey Data Can't See
← BlogAUDIENCE SKEW | VALIDATED ON BEHAVIOURAL DATA
Call Her Daddy listens 78% female. Behavioural data confirms what publishers already know
When a brand buys a podcast for its audience skew, the demographic number it's buying is almost always a survey projection — recall-based, weighted up from a national sample, and silent on hours per listener.
Behavioural data offers a different proof. If it can reproduce a known audience profile from observed listening, the same method works on the long tail of shows surveys can't measure.
AUDIENCE SKEW | VALIDATED ON BEHAVIOURAL DATA
Call Her Daddy listens 78% female. Behavioural data confirms what publishers already know
When a brand buys a podcast for its audience skew, the demographic number it's buying is almost always a survey projection — recall-based, weighted up from a national sample, and silent on hours per listener.
Behavioural data offers a different proof. If it can reproduce a known audience profile from observed listening, the same method works on the long tail of shows surveys can't measure.