Ad buyers have no idea what they are getting on the Internet - and what Nielsen’s numbers do is make them feel like they can compare apples to apples a bit better.

Nielsen takes the numbers Wizzard gives them. They say they are certified. If I was willing to pay Nielsen a check every month they would be willing to certify our numbers the same exact way they do Wizzards. Do you not think it is odd that no one has ever quantified exactly how nielsen certifies those numbers? Has Nielsen ever published a paper on how they validate data? Could it be that they dont have a system in place to validate the data? Could it be that this is a pay to play action. Again Worthless Certification and Media buyers could care less.

Todd..

I’m starting to wonder if you really know anything about podcasting at all……

Nielsen certified is worthless all they are doing is paying Nielsen to say they are certified means absolutely nothing. Do you think Nielsen is actually looking at your stats NOPE. Do you think they independently validate what is being sent to them NOPE. They do not have a stats service they are hoping the data Wizzard sends them is correct..

We don’s represent any professional podcast, all of the shows we represent are independent content creators. If you are getting 400 thousand downloads a month then you should easily be clearing 15k a month on your show.

I get calls each week from people telling me they are moving huge numbers yet are not willing to have those numbers validated on our stats service.

Their are only a handful of shows actually moving those kinds of numbers each month. If you are indeed moving those kinds of numbers. I would be happy to put you on our system. Some of the biggest names in the space utilize our stats service because it gives them a third part system to validate the downloads and we would love to try and move your inventory.

Todd..

You are assuming an awful lot. There’s a whole bunch of “if’s” in your claim. First, advertisers do NOT give podcasters a share of the total revenue that they help create. How can you assume that a podcaster is going to make $30 from the 150 people who are “moved” to take action? That’s not how it works in podcast advertising. I’m surprised you would make such a claim. Then, how many downloads are there that never get listened to? Then after that, how can you guarantee any “action” at all for the advertiser. This is why advertisers have been slow to come to podcasting. I’m sure you knew that. But your claim, full of “if’s” and “assuming” are just not believable. I know. I’ve got a serious audience myself (1.2 million downloads in last 3 months) so I agree with you about content. I’ve got it. I think Todd is talking about hosting some professional podcasts. Advertisers love ESPN but not “Joe’s sport talk podcast” even though Joe might be more knowledgeable. It’s such a young medium and we, the pioneers have to take our bumps and bruises along the way like Lewis and Clark. But coming back to your claim, it just ain’t happening the way you say it is.

The podcaster in question is in one of our CPA buys. I was trying to illustrate that because the show has great engagement that he has out performed the show with 50k listeners on the sampe CPA buy..

For what its worth I have shows sponsored that have less than a 1000 listeners that are on flat rate sponsorships that are over 5k, a lot has to do with the content.

CPA deals can pay $30 or more per acquisition. This is where the engagement factor comes into play. If a show with an audience of 3000 moves 5% of their audience (150 people) to take an action each month they get a payday of $4500, assuming the $30 fee per action. If the producer can move 10% then they earn $9000. That’s a real good payday for one month. I know that a few very determined show producers have been able to achieve numbers in that ballpark.

So I would caution “Dave” that you need to know the facts on the different deal structures Todd is talking about prior to insinuating that he is lying when you say that, “Mr. Cochrane is trying to pump up his business to attract new podcasters with misinformation.”