Introducing the SRDS Podcast Database for Comprehensive and Targeted Media Campaigns

As the media landscape evolves and changes, SRDS is committed to helping you stay ahead of your competition by providing all the information you need to create and manage your media campaigns. Podcasts are a natural first step for our clients looking to stay current in today’s marketplace as they are the fastest-growing media type right now. As print media and local broadcast continue to see numbers decrease, Triton Digital reports, year-over-year, the number of podcast downloads increased by 20% in 2022. That number seems to be growing every day and with it so do related advertising opportunities. However, because podcasts are still so relatively new and small in the general media landscape, it is hard to know where to fit them into a media plan. It is estimated that about 5 million podcasts exist right now, but how do you reach them? It may be easy to find out about some of the biggest podcasts but what if you want to target a smaller, niche audience? Where do you even start looking?

As we searched through information for our podcast database, we realized that there is no other source in the marketplace that gives a comprehensive look at podcasts. There is some information scattered online but there does not seem to be any centralized place to look for data, especially if you are looking across different listening platforms. We figured this would give us a fantastic opportunity to create such a place. We are hoping to make SRDS your one-stop shop when looking to learn more about podcasts and find ones that will fit with your client’s ideas and media plans.

Like most newer technologies, podcasts are also a great way to reach a younger audience, an audience that is generally not paying attention to traditional media. According to Edison Research about half of all podcast listeners are between the ages of 12-34. It is almost impossible to reach this audience strictly via traditional media. Also, because podcast listeners tend to be on the younger side, they are more likely to be using social media which means both podcasts and advertisers can interact with fans in a more unique way than with other media, and therefore have a better chance to build a relationship with their audience in a way that has never really existed before. We are excited to announce our podcast listings will include social media information to help you foster those relationships. We hope to give our users a place where they can not only learn more about podcasts themselves, but have a quick and effortless way to check out social media to ensure you are finding the right audience for your clients.

According to multiple reports, people are listening to podcast ads more than they are watching commercials. There also seems to be a level of trust with audiences that you do not usually see, especially with host read ads. According to Edison Research, in 2020 about half the people they talked to said they believed hosts were using the product or service they were advertising. There is no other type of media that can really cultivate the type of relationship that develops between podcast hosts and their listeners.

For all these reasons and more, we are so excited to launch the SRDS Podcast Database and help you incorporate podcasts into your media campaigns! With 20 genres and multiple subgenres for you to explore, you will have all the information you need at the click of a button to help you start your media journey in SRDS, whether you are looking for a top podcast or one more targeted to your audience demographic.

The SRDS Podcast Database is coming soon!