Audio analytics
C. Ann Hollifield, Amy Jo Coffey · 2023
In this chapter, readers will observe how the audio media sector is struggling with many of the same challenges as the video sector, when it comes to audience measurement and evolving analytics and metrics. Students learn the distinctions between sample or panel-based measurement common to terrestrial radio, as well as the census-based, digital audio measurement approaches used in nonlinear and streaming audio. Podcasting receives particular focus in this chapter for the unique measurement challenges it presents. Discussion questions and exercises at the end of the chapter require readers to think critically about the differing perspectives held by various industry stakeholders when it comes to measurement approaches and help readers understand why the standardization and development of measurement currencies can be so difficult. Listener adoption of voice assistants and smart speakers is also discussed. Case studies analyze listening trends and behaviors for linear audio and on-demand/podcasting formats, and revenue potential in the audio sector. This chapter should be read together with Chapter 8 , Foundations of Audiovisual Measurement, as that chapter serves as a prologue and covers many of the important concepts common to both the audio and video sectors.