Download, Podcasting Metric King, Removed »Neyman Journalism Lab

My two boys and I would play chess on our kitchen island while having breakfast on the weekends. We are not the best, but we are always having fun. I occasionally pull life lessons out of the metaphors embedded in the game.

One day this summer, during the monthly of Landigua Williams & Co. Podcasting, seriously Webinars, I heard it enhance the idea: “In podcasting, the King on the download chessboard – the useless figure and status symbol must be preserved at all costs because he can only move one square at a time. Useless in battle. Queen, on the other hand, is the most powerful piece in the group, completely dominating the field, and it becomes very strategic for her to get closer to the other edge of the group. ”

I paused, I looked to the left like math in my head, and then looked back at the webcam on my laptop: “That’s the whole problem of podcast measurements – the whole ecosystem is built on a false premise,” I declared with a hint of suspicion from that sentence. The podcasters looking back at me in the zoom kept smiling, looking back at me with serious eyes, or typing furiously at the group chat.

As I continued, the explanation was as follows:

One download is equal to one minute of listening To the IAB – Usually if there are no dynamically inserted ads in the list before the first 60 seconds. CPM for standard integrated or “steamed” ads is based on the average number of downloads per episode over a four-week period. Most advertisers and publishers consider Mitrol (the middle of the episode) to be the main audio real estate.

How can it make sense to be based on CPM for the first 60 seconds – especially considering that, on average, individual episodes lose 30 percent of their audience in the first five minutes?

Measuring podcast success and setting ad rates in the wrong CPM formula built into one of the elevated unit of measurement can lead to drastic consequences – perhaps even an analysis bubble, to borrow a period from the economy. It seems that the king had no clothes like the infamous emperor.

On the other hand, the asking rate is a real and strong figure whose value can be strengthened, measured and affected over time by creators and business owners. The Queen is the one I pawn my courage and bravery to.

Edison Research 58 percent of podcast consumers listen to 76 to 100 percent of the podcasts they download, so let’s look around at the 60 percent listening rate for this tutorial. Strong artists can reach the 80s, with some shows entering even the first 10 percent. (Keep an eye out for my fellow credits.)

So, I think we might want to follow a CPM formula that reflects how much people actually ask, and it gives creators the opportunity to improve performance in the choices they make about content and style.

Here’s a thought: Let’s convert the site for CPM to a 60 percent listening rate. Add the cost based on percentage points above or below it. Therefore, the starting price can be set at $ 20 for a 60 percent asking rate. Next, add or subtract 10 percent ($ 2) for every 5 percent. So the minimum CPM for a show with a 70 percent listening rate would be $ 24, while a 50 percent listening rate would start at $ 16. (The numbers in the formula are just as important as their relationship to the stickiness reflected in the average hearing rate.)

From there, the frequency of the show, U.S. Other factors are included: Versus International listeners, age distribution, household income, percentage of subscribers, and other characteristics we use intuitively for negotiation. Advertising Terms.

I have been thinking about this for months and will share the idea with others to find out its merits. In most cases, my fellow podcasters did not stop working and stopping for long enough to question the credentials of allowing a false regent to rule. But they also share their strong listening rates as real indicators of their efforts to create shows that stick quickly and happily with the audience.