Triton Digital and Commercial Radio & Audio have introduced Podcast Metrics Demos+ in Australia, a new service offering detailed audience profiles and demographic data for publishers participating in the Australian Podcast Ranker.

The service aims to provide publishers with a comprehensive understanding of their listeners, which could help attract advertisers and guide content direction.

The Demos+ service covers 150 data points, allowing publishers to build detailed listener profiles. These characteristics can be broken down by individual podcasts, groups of podcasts, or podcast genres, providing a granular view of audience demographics.

This service is an extension of Triton Digital's Podcast Metrics measurement service, which delivers the results for the Australian Podcast Ranker. Developed in partnership with audio research firm Signal Hill Insights, the service combines census and survey-based research methodologies. Future updates will include direct agency access and public access to results in early 2024.

Ford Ennals, CEO of Commercial Radio & Audio, hailed the service as a significant step forward.

"The expansion of Podcast Audience Profiles for publishers in the Australian Podcast Ranker marks a significant step forward, building upon the industry's collaborative and innovative spirit," he said.

Shannon Hollis, General Manager - Audio, News Corp Australia, saw the new service bringing a fresh level of transparency and understanding to the industry.

"The new audience profiles and insights from Podcast Metrics Demos+ enables publishers to really understand who our audiences are in podcasting. This in turn will help us attract the right advertisers and to make strategic content decisions. It has brought a new level of transparency and understanding to the industry," Hollis stated.

Richard Palmer, Vice President of Market Development at Triton Digital, noted the Demos+ podcast listener profiling has already been available to US podcast publishers and has proven extremely valuable.

"Now, we're excited to be extending our reach together into a market where we've already had such huge success with the Australian Podcast Ranker. Alongside our longtime partner, CRA, we are ushering in an exciting new era for the Australian podcast market," Palmer said.