You can view segmented demographic data for selected publishers or podcasts with Demos+ Explore. Several different metrics and categories are available, and you can split by different dimensions. Once you have created a query and generated the report, you can view the results at the bottom of the page. You can also save or schedule the query for future use, add lineups, and you can export the results.
Demos+ is an optional service only applicable to publishers in the United States, Australia, and The Netherlands. For more information, or to subscribe to the feature, speak with your Triton Digital Client Success Manager.
Differences Between US, AU, and NL Demos+
Demos+ works the same way for publishers in all three regions, with the following small differences:
Each region uses different audience categories. See lists below.
US and NL Percentage and Index reports begin with the Downloads column, while the same AU reports begin with the Listeners column.
For US and NL reports, the audience size is based on Downloads in these reports:
Percentage
Index (USA Pop 18+)
Index (USA Podcast Pop 18+)
For AU reports, audience size is based on Listeners in the following reports:
Percentage
Index (AU Pop 18+)
Index (AU Podcast Pop 18+)
Create a Demos+ Query
If applicable, select the country from the Country list.
Filter content by selecting a publisher, market, program, or lineup.
Select a date range. Choose a preset, or a custom range.
Select the survey period you wish to use. See Survey Schedule.
(Optional) Add more filters to narrow the scope of the query.
Select a Metric.
(Optional) Filter the Audience Category.
(Optional) Select Show over indexed only to only see results that are over the index.
Select one or more Dimensions.
Select Run.
Note: When pulling for an aggregate or group of programs, the results are based on a weighted average.(Optional) Select a podcast name in the results to jump directly to a Demos+ Charts report for that podcast.
Use the horizontal scroll bar to see the full range of demographic segments.
Metrics
Metric | Description |
|---|---|
Downloads | Same metrics definition as for Podcast Metrics. Shows total downloads plus downloads per demographic category. |
Index (Podcast Pop 18+) | Comparison score for the index "Podcast listeners 18 years old and over." |
Index (USA Pop 18+) | US only. Comparison score for the index "USA listeners 18 years old and over." |
Index (AU Pop 18+) | AU only. Comparison score for the index "AU listeners 18 years old and over." |
Index (NL Pop 18+) | NL only. Comparison score for the index "NL listeners 18 years old and over." |
Listeners | Same metrics definition as Podcast Metrics. Shows total listeners plus listeners per demographic category. |
Percentage | (Default metric.) Indicates the portion of listenership that applies to each demographic category. |
Understanding Index Metrics
An index is the comparison value of a specific group of people to a general population.
For example, these index scores for 18-34 listeners compared to the general USA population 18+ give these insights:
100 means the proportion of 18-34 listeners represent the average number of 18-34s as is found in the general USA population 18+.
200 means the proportion of 18-34 listeners represent twice as many 18-34s as in is found the general USA population 18+.
50 means the proportion of 18-34 listeners represent half as many 18-34s as is found in the general USA population 18+.
When you select Show over indexed only, you are prompted to select an index, and audience categories. The resulting report only shows data that that is higher than the index for the selected demographics.
In this example, choosing the metric Index (USA Pop 18+) gives these insights:
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Female 18+ shows 78, meaning a lower listenership among female listeners 18 and over compared to all USA listeners 18 and over.
Male 18+ shows 123, meaning a higher listenership among male listeners 18 and over than the entire USA population 18 and over.
Filters
Along with the default filters (publisher/program, date range, and survey period), you can select Add new to add additional filters to narrow the scope of your query.
Filter | Description |
|---|---|
Category | See Dimensions: Category. This refers to podcast category, not audience category. |
Methodology | See Dimensions: Methodology. |
Subcategory | See Dimensions: Subcategory. |
Filter by Audience Category
Use the default selection of Demographics to include all audience demographics categories in your report. Be aware, however, that this will create a very large report with many category divisions.
Alternatively, you can filter by only the audience categories you are interested in, from the Demographics, Advanced Demos, Purchase, or Media category types, or a combination of some or all types. For example, if you want to see only the demographic data for Females 21+ and Males 21+, select Audience Category in the query builder to open the sidebar. Then select those categories from the Demographics tab and run the report.
The resulting report shows total downloads for the selected publisher/program and date range, and the demographic totals for Females 21+ and Males 21+.
Audience Category Filter Usage Notes
Audience Category shows you the type and number of selected categories. If you combine more than one category type, such as items from Demographics and items from Advanced Demos, the button displays Multiple.
Indicates three selections in the Demographics category.
Indicates six selections in two or more categories.
Select All Categories means select all items in all categories, Select all above a category list means select all items in this category's list.
When you click Clear selected from within a category set, it clears all selected items from all categories, because you are clearing the Selected list at the bottom, not just the list in the current category tab.
US List of Audience Categories
Metric | Description |
|---|---|
All | All demographics data (see lists, below). |
Demographics | Basic age and gender demographics.
|
Advanced Demographics | Extended demographics, such as education level, income, education, race, parenting status, etc.
|
Purchase | Purchase intentions within one year, such as travel, insurance, etc.
|
Media | Media consumption behavior.
|
AU List of Audience Categories
Metric | Description |
|---|---|
All | All demographics data (see lists, below). |
Demographics | Basic age and gender demographics.
|
Advanced Demographics | Extended demographics, such as education level, income, education, race, parenting status, etc.
|
Purchase/Lifestyle | Purchase/lifestyle intentions within one year, such as travel, insurance, etc.
|
Media | Media consumption behavior.
|
NL List of Audience Categories
Metric | Description |
|---|---|
All | All demographics data (see lists, below). |
Demographics | Basic age and gender demographics.
|
Advanced Demos | Extended demographics, such as education level, income, education, relationship status, etc.
|
Purchase | Purchase/lifestyle intentions within one year, such as travel, insurance, etc.
|
Media | Media consumption behavior.
|
Dimensions
Metric | Description |
|---|---|
Methodology | Indicates which profiling methodology was used. For more information, see the Description of Methodology: PCM > Methodology. |
Program | Demos+ data is based on program. |
Program ID | Program ID number for the selected program(s). |
Publisher | Publisher name for the selected program(s). |
Category | The category label, as read from the RSS feed using itunes:category. If you have applied more than one category to your podcast, Podcast Explore uses the first one you applied. For example, if you applied the categories Fiction, Comedy, and Art, in that order, Podcast Explore uses Fiction. Note 1: If your program contains multiple RSS feeds using different categories, your metrics for that program will be split according to that number of categories. To avoid this, use the same category for all RSS feeds from the same program. Note 2: If you are using Omny Studio, be sure to use the same categories at the Program level and the Playlist (podcast) level, to avoid splitting your metrics. |
Subcategory | The subcategory label, as read from the RSS feed itunes:subcategory. If you have applied more than one subcategory to your podcast, Podcast Explore uses the first one you applied. For example, if you applied the subcategories Soccer, Football, and Baseball, in that order (within the Sports category), Podcast Explore uses Soccer. Note 1: If your program contains multiple RSS feeds using different subcategories, your metrics for that program will be split according to that number of subcategories. To avoid this, use the same subcategory for all RSS feeds from the same program. Note 2: If you are using Omny Studio, be sure to use the same subcategories at the Program level and the Playlist (podcast) level, to avoid splitting your metrics. |
Save and Schedule Queries
Once you have built your query you can save it for future reference. This makes it quick and easy to run the same type of query at a later time, or to schedule it to run automatically. Saved queries appear on the Saved Queries list. For more information, see Using the Query ID and Metrics API.