A love letter to podcasts
Welcome to an update from Unmade to start the week.
Today: The wonderful medium of podcasting turns 20.
This is the final day of Unmade’s best ever membership offer. Sign up for an annual paid membership of Unmade before close of business today and you’ll receive a huge additional benefit – a complimentary membership of Mumbrella Pro, usually priced at $790. It’s our best ever end of financial year offer.
Along with all of our paywalled content, your annual Unmade membership gets you tickets to September’s REmade conference on retail media; to October’s Unlock conference on marketing in the nighttime economy; and to Unmade’s Compass end-of-year roadshow.
Tim, thanks that you showed the Unmade downloads. And yep, I do read each time Unmade is published, so I am in your court.
Despite that data being accurately collected there is another issue that needs to be considered. Downloading is the maximum possibility of ‘an audience’.
I recall ages ago when 2-seconds was counted (and too often still is) for ads despite of the download’s nett duration. E.G. the 2-second requirement in a 30-second ad was considered a valid part of ‘the audience’. So, anyone who had 2-seconds on their device was considered equal of the 30-seconder.
IMHO … your graph tells quite a valuable story.
Television since 1991 did not allow ‘tuning-in’ as ‘an audience’. It was calculated based on 15 seconds within the program duration. The result was ‘average minute’. They are now also including ‘the reach’ … those who tuned in during the content.
Cinema relies on tickets – pretty accurate because if you pay you visit and stay. Print relied on sales (or handing them out at the footy) and not on what proportion of the publication was seen.
OOH … an appropriate name. MOVE 1.0 took a couple of years to get it into the market. It was a model based on masses of data and complex software to provide audience estimates (pretty accurately). The next version – MOVE 2.0 – well we have to see when it is finally finished. What I have seen is pretty clever