A new day began at Radiodays Europe 2025 with in depth discussion about audio, especially podcasts, and the measurements taking place for audiences. Sarah Toporoff, Head of Growth Europe, Headliner, welcomed to the panel Katia Sanerot, Managing Director of Louie Media, and Max Franke, Executive Director of Axel Springer Audio Gmb, to deep dive into podcast audience measurements in different European markets.
What is needed is to create persistent and coherent content for the target audience in a market in which a constant battle with mature markets, such as radio, is taking place. Katia, showcasing the example of French market and its audience measurement tactics, presented ACPM, a tool/observatory that secures data transparency and relativity for every use, gathering real numbers according to the time of listening and consuming the content. In this way, tracking down what is working out and where the clicks are coming from, as well as enhancing the methods of gathering the data is more possible and convenient for the
On the other hand, Max, representing the German market, showcased Podius, an independent platform for podcast analysis and audience-driven data measurement that includes filters with which producers are able to check out, based on the podcast’s targets and the available budget, the data and create campaigns respectively. In this platform, real, public and primary data are available for every professional to estimate the podcast’s position.
An open discussion with the attendees of the session supported the already said arguments, emphasizing the high significance of the competition in the podcast sector, as a way to involve and gain confidence, the deep understanding of the market and the conversations with the other publishers on the audience measurements. Attention: Don’t turn to metrics only when you’re sure about being number one in the market. It’s not necessarily the need to be on top, but to create podcasts for your target audience and produce data with credibility, transparency and confidence!
image © Hedda Axelsson
