Mediamark Research Inc. and Podtrac Combine Forces to Offer the Advertising and Podcast Industries Audio and Video Podcast Demographics

Free Analysis of Individual Podcast Audiences Offered to Advertisers and Podcasters through


Podtrac, which offers a new advertising service for the podcasting market, has joined forces with Mediamark Research Inc. (MRI), the country's leading provider of magazine audience and multimedia research data for publishers, agencies and advertisers, in order to bring the same demographic research that advertisers have in traditional media to podcast media. Through this relationship, Podtrac can help advertisers make confident and targeted decisions in their podcast media buys.

MRI and Podtrac will provide ratings data, including an index of the data to MRI's Survey of the American Consumer as a free service to any podcast through Podtrac. The Survey of the American Consumer is a national probability study of U.S. adult's demographics, media and product usage, attitudes and lifestyle. Podcasters will start by implementing Podtrac's free Podcast Audience Survey. Podtrac will calculate indices to the Survey of the American Consumer for individual podcast survey results and provide the data to advertisers and podcasters free-of-charge. The Podtrac Audience Survey with an index to MRI is the first of its kind to enable advertisers to understand podcast listening audiences.

"The Podtrac Survey together with an index to the Survey of the American Consumer provide a powerful tool for advertisers to determine the fit of a specific podcast audience for the target of their advertising," said Mark McCrery, CEO of Podtrac. "The demographic indexing service also provides podcasters with an unprecedented way of turning their podcasting listening or viewing audiences into a compelling marketable asset to advertisers through Podtrac."

"We see the podcasting market as an interesting and potentially powerful new advertising medium," said Paul Gold, Vice President of Interactive Research at MRI. "We have come together with Podtrac to make it easy for advertisers to analyze, compare and contrast media buys by working with the same indexing research they use for other media."

Additional Custom Research Offerings

Podtrac and MRI also offer custom podcast research services. For more information on these services, please contact Podtrac.

About MRI

Founded in 1979, MRI interviews 26,500 U.S. adults in their homes each year, asking about their use of media, their consumption of products and their lifestyles and attitudes.

MRI is the country's leading provider of magazine audience and multimedia research data. The company releases data from The Survey of the American Consumer (adults 18+) twice yearly, in the spring and fall. MRI data are the basic media-planning currency for the majority of the media plans that are created each year by national advertisers and their agencies. The company's 26,500 in-home interviews each year represent the biggest survey of its kind.

MRI is part of GfK Group AG, Nuremberg, Germany.

About Podtrac

Podtrac's new services for podcasters and advertisers provide the first complete system for podcast advertising insertion and podcast measurement. Podtrac is privately held with headquarters in Washington D.C. and an office in New York. For more information contact Podtrac at: