Podscribe Launches Audience Overlap Feature to Enhance Campaign Insights and Minimize Listener Duplication

Podscribe, a leader in podcast attribution and incrementality testing, is proud to announce the release of its Audience Overlap feature. This innovative tool allows advertisers to evaluate listener duplication across channels, shows, campaigns, and publishers, providing critical insights to improve targeting and maximize unique reach.

The Audience Overlap tab helps advertisers pinpoint whether their campaigns are reaching new listeners or overlapping with the same audience, enabling data-driven decisions to optimize campaign performance.

The Audience Overlap Tab: Smarter Audience Insights

With Audience Overlap, advertisers can:

• Compare audience duplication across shows, campaigns, publishers, and channels.
• Identify unique vs. duplicate listeners to refine targeting strategies.
• Monitor listener exposure across platforms to minimize waste.
• Make informed media buying decisions based on accurate audience data.

“This feature gives advertisers the clarity to ensure their campaigns are expanding their audience, not simply retargeting the same listeners,” - Matt Drengler. “It’s a powerful step toward smarter audience management and impactful media investment.”

How It Works: A Practical Application

Imagine an advertiser running ads on both Make Better and Media Round Table. Using Podscribe’s Audience Overlap tool, they can determine how many listeners are unique to each show versus how many overlap between the two. For example, the tool might reveal that 8% of listeners are shared across both shows.

This insight enables advertisers to make strategic decisions: they might shift budget to shows with greater unique reach to expand their audience or double down on overlapping shows if retargeting those listeners aligns with their goals.

Audience Insights are also available at every level:

• Show-Level Analysis: Assess individual shows to identify programs that attract new listeners versus retarget existing ones.
• Campaign-Level Insights: Compare overlap across campaigns to understand audience expansion or duplication.
• Publisher-Level Metrics: Analyze overlap across publishers to detect unique listener reach or duplication.
• Cross-Channel Evaluation: Measure overlap between podcasting and streaming platforms to uncover listener habits across channels.

Methodology Note: Audience Overlap is calculated using household-level identifiers for accuracy and reliability.

Getting Started

The Audience Overlap feature is now live in the Podscribe dashboard. Advertisers can explore this new tool and access the Getting Started Guide for detailed instructions.

About Podscribe

Podscribe specializes in attribution and incrementality testing for podcasts, streaming, and beyond. Leveraging pixel-based tracking and household-level data, Podscribe delivers actionable insights, empowering advertisers to measure true campaign impact, optimize strategies, and confidently report ROI.