AUSTRALIAN PODCAST RANKER – FEBRUARY

Commercial Radio & Audio (CRA), in partnership with Triton Digital, has released the February results for the Australian Podcast Ranker. The Ranker is the country’s only official, third-party verified podcast measurement system, governed by a cross-industry Steering Committee and backed by strong collaboration across commercial, independent, and non-commercial publishers. It sets the benchmark for podcast data in Australia.

Deeper data, sharper planning: Introducing the new Demos+ Top Indexing Programs by Audience Composition Ranker

This month CRA and Triton Digital are introducing two enhancements to the Demos+ dataset. The first is the launch of the Demos+ Top Indexing Programs by Audience Composition - a new planning tool that shows media buyers which podcasts perform best for the audiences that matter most to their campaigns, from high-income households and active property buyers to frequent travellers and fitness enthusiasts.

Alongside the new Ranker, the existing Demos+ Category Ranker has been significantly expanded, with four times the audience characteristics data previously available. Together, they give planners the tools to build campaigns around what audiences buy, how they live and how they engage with audio, in addition to existing gender, age and location data. Both are available now via the Triton Demos+ dashboard.

Lizzie Young, CEO of CRA said: “Podcasting has matured rapidly in Australia. The expansion of Demos+ data moves advertisers beyond age and gender-based audio strategies - into a greater view of the behaviours, intentions and spending patterns that drive campaign outcomes. Unlocking the right podcast environment to reach their desired audience.”

Who’s Listening, What’s Trending?

Your EOFY audience is already listening, is your brand in the conversation? More than 1 in 5 monthly podcast listeners plan to seek financial advice this year. Their number one genre is Health & Fitness reaching 29.9% of that audience, just ahead of Business at 29.4%. With 39.2% of them also planning a gym or fitness purchase this year, this audience is after a reset across money, health and lifestyle. Nearly 1 in 7 monthly podcast listeners plan to buy an investment property this year, and 40% of them identify as senior decision-makers. Kids & Family is their second biggest genre of choice, with 20.7% tuning in - ahead of Music, Education and Business.¹

Triton Digital Demos+ Australian Survey Data (Q1'24 – Q4'25). All percentages represent composition of each genre's monthly P18+ podcast audience.