Metrics Used to Measure the Success of Podcasts

• The success of branded podcasts is measured differently than other channels.

•  Downloads and Total Play: This measurement gives an idea on the progress between each podcast and the potential increase in popularity or listeners.
• Listen-Through Rate: This measurement reveals whether the content of the podcast is consistent and if listeners are consuming the whole podcast.
• Total Subscribers: This is equivalent to followers in social media.
• Reviews: This is an important tool to gather feedback about the podcast.
• Charts: They are a great way to compare success with other branded podcasts.

Difference with Normal Marketing

• Podcasts differ with other marketing tools as it is difficult to track the link between a listen and a future purchase.
• What can be done is measure whether the audio content is successful in itself using metrics such as downloads, chart position, reviews, etc..

Podcast Success Measurement

• According to JAR, their audio branded podcasts receive consumption rates as high as 9 5%. 

• 89% higher awareness
• 57% higher branded consideration
• 24% higher brand favorability
• 14% higher purchase intent
• 16% higher engagement and 12% higher memory encoding than other forms of content

Examples of Successful Branded B2B Podcasts

• GE with the podcast "The Message": it gathered over 8 million downloads and became n°1 podcast on Itunes.
• ZipRecruiter with the podcast "“Rise and Grind”: the show is rated 5 stars on Stitcher.
• Basecamp with the podcast "The Distance" 
• Slack with the podcast "Slack Variety Pack"