Triton Digital, a global leader in technology and services for digital audio, podcasting, and broadcast radio industries, has introduced the next generation of its U.S. Podcast Ranker, a sophisticated planning tool designed to help advertisers and agencies identify podcasts that most effectively reach their target audiences. This updated ranker now features three new audience intelligence capabilities: the Top 200 Podcasts among listeners aged 18 and over, top podcasts tailored for high-value audience segments defined by socioeconomics, behaviors, and purchase intent, and detailed podcast genre audience profiles with a corresponding ranker.
These enhancements provide fresh insights at the show, genre, and audience profile levels, covering more than 40 demographic and purchase intent segments. The comprehensive Q2 2025 ranker is accessible at tritonrankers.com and will be updated quarterly. Triton Digital will continue to offer its established monthly download ranker, which tracks overall episode consumption. The combined ranker utilizes both download data and survey responses, delivering a unique first-to-market blend that incorporates vital demographic details.
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The new data comes from the Demos+ survey and audience profiles, developed in collaboration with Signal Hill Insights, making this ranker the most transparent and extensive podcast measurement tool available. It offers actionable intelligence suited not only for advertisers and agencies but also for publishers and podcast creators.
For advertisers and agencies, the audience-focused insights allow a more strategic approach to media planning. Marketers gain detailed knowledge of listener demographics, interests, and buying intent at the individual show level, enabling precise targeting for diverse groups such as young adults aged 18–34, high-income households, mothers, car buyers, and quick-service restaurant patrons. Additionally, understanding audience composition by podcast genre provides further targeting nuance for better campaign reach.
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For publishers and creators, the framework provides a robust tool to showcase show performance and attract brand partnerships. The Top 200 listing ranks podcasts based on the number of survey respondents who reported engaging with a show in the past 30 days, offering the largest full-market view of listener reach in the U.S. podcasting space. Notably, focusing advertising solely on the Top 50 podcasts caps total reach at 49% of monthly podcast listeners, while expanding beyond the Top 50 allows access to 84% of the audience, underscoring the value of a broad targeting strategy.
The Demos+ survey, conducted quarterly, delivers a real-time snapshot of listening habits by combining opt-in download data, which reflects listening frequency, with survey data capturing overall industry reach. Daryl Battaglia, Triton’s Senior Vice President of Measurement Products & Strategy, remarked that Demos+ delivers crucial insights into who the listeners are, their motivations, and reasons for tuning in a depth of understanding that facilitates smarter ad investments, improved decision-making, and more inclusive planning within audio advertising.
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