Audible Case Study — What Podcast Audiences are Most Aligned With the Brand?

Aug 6, 2018 | Insights

In this series we’re putting StatSocial, our social media audience insights engine, to work.

We’re checking in on the audiences of some of those companies whose names will be familiar to any regular podcast listener, as they are among the most prominent sponsors of many of the most popular podcasts.

What are we trying to determine? Above all else, for which brands do the most passionate members of these podcasts’ audiences show the strongest affinities? StatSocial scores audience affinities for 1,000 top podcasts in every audience report. In this series, we’ll show you the top-five podcasts audiences that are best aligned to the brand in question.

For marketers and agencies looking to optimize podcast ad spend, StatSocial is an indispensable tool. StatSocial also works for podcast ad sellers and networks looking to best position their podcast properties to the right advertisers. This article is a window into what StatSocial can uncover for ad buyers and sellers of all sorts.

(You can check out parts 1 and 2 in this series here and here.)

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Founded in 1995 and acquired by Amazon in 2008 for $300 million, the Newark, N.J. headquartered Audible is one of the world’s largest vendors of audiobooks, downloadable radio and TV programs, and audio versions of magazines and newspapers.

Through their Audible Studios they are also the world’s largest producer of audiobooks.

The male to female split among this audience is virtually straight down the middle (leaning toward 51% male to 49% female).

1) Grammar Girl: Quick & Dirty Tips For Better Writing

Former science writer, and current professor of journalism at the University of Nevada, Reno, Mignon Fogarty’s grammar tips are likely something most of us have encountered at one time or another.

Were you trying to steer clear of a homonym mishap and Google’d the matter to keep things straight? The Grammar Girl site is very possibly the first link upon which you clicked.

Podcasting Hall of Fame inductee, Fogarty has founded an entire Quick and Dirty Tips network, dedicated to helping us all be more productive, efficient, and knowledgeable. The network features experts on a vast variety of topics including parenting, health and fitness, pet care, and real estate.

Ms. Fogarty’s self-help empire, however, was built on the back of her terrifically handy writing site and podcast. Audible’s crowd would no doubt tend toward the literate, as those without such inclinations would no sooner listen to a book than read one. It is therefore not all that surprising that the degree to which Grammar Girl fans reside among the Audible audience exceeds the average by just shy of 36 times.

6.01% of the dedicated Audible users we analyzed have recently discussed or shared content related to Grammar Girl compared to .167% of Americans.

2) Happier With Gretchen Rubin

Gretchen Rubin is a best-selling author and self-help guru. Her Happier podcast builds upon the themes of all her books, but most especially her ‘The Happiness Project,’ detailing a year-long, concerted quest for happiness and what she learned along the way. The book spent two years on the New York Times bestseller list.

Trained as an attorney, she was working as a clerk to Supreme Court Justice Sandra Day O’Connor when she realized she wanted to be a writer.

The Happier podcast finds favor among a proportion of this gang 16 times greater than the norm.

1.54% of the dedicated Audible users we analyzed have recently discussed or shared content related to the Happier podcast compared to .094% of Americans.

3) Side Hustle School

Professor Guillebeau’s school of side hustlin’ finds love here to an extent exceeding the average by 16 ¼ times.

This is not the first time we’ve seen this podcast grace a list in this series of entries. You’ll find it referenced here as well.

1.62% of the dedicated Audible users we analyzed have recently discussed or shared content related to the Side Hustle School podcast compared to .167% of Americans.

4) Planet Money

Planet Money first came to life via NPR in the wake of the 2008 banking crisis, intent on explaining the economy to those confused. You’re over 14 ½ times more likely to find members of its audience among the Audible zealots than you are the greater social media masses.

2.95% of the dedicated Audible users we analyzed have recently discussed or shared content related to Planet Money podcast compared to .202% of Americans.

5) Freakonomics Radio

Steven Levitt is a University of Chicago economist, who wrote, along with New York Times journalist Stephen Dubner, the book upon which this podcast is based, ‘Freakonomics: A Rogue Economist Explores the Hidden Side of Everything.’ The pair now co-host the Freakonomics Radio podcast, continuing the exploration of Levitt’s holistic application of economic theories.

The book has sold over 4-million copies worldwide, and the podcast had found purchase in the hearts and minds of these audiobook devotees to a degree exceeding the average social media Joe and Jane by 13 ¾ times.

4.04% of the dedicated Audible users we analyzed have recently discussed or shared content related to Freakonomics podcast compared to .293% of Americans.

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Head to the greater StatSocial Insights blog by clicking here, and check out our exploration of more podcast sponsors, as well as a number of other topics into which we’re the best qualified to take the deep dive.

To learn more or request a demo, click here.

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