«WEMF certification brings credibility, comparability and planning security»

Tamedia was one of the first media companies to have its podcast download figures audited. Why is it important for you to carry out the podcast audit?

For Tamedia, it is vital to present itself in the podcast market with reliable and transparent performance figures. Auditing by WEMF creates a neutral and standardised basis that creates trust amongst advertising partners in particular. It is important to us that our download numbers are measured according to clearly defined criteria – independently, transparently and comparably. For us, the audit is therefore an important step towards greater professionalism and transparency in the Swiss podcast market.

What were the results in this first year?

The results of the first year of the audit confirmed that our podcasts have a stable and very loyal audience. The verified data is consistent with our internal measurements and clearly shows that formats such as our true crime podcast Unter Verdacht and our daily podcast Apropos are in particularly high demand.

What specific advantages do you see in the certification of download numbers by WEMF?

WEMF certification has three advantages: credibility, comparability and planning security. Advertisers can rely on our audited figures. At the same time, standardisation ensures that our podcast reach is easier to classify. Overall, this makes our inventory more attractive, more transparent – and thus easier to book.

You talk about credibility. In your view, how important is transparency for credibility in the podcast market?

Transparency is key. Podcasts are still a relatively young advertising environment, and many decision-makers are guided by established KPIs from digital or print media. Transparent, independent performance data creates trust and reduces barriers to entry for advertisers.

Have advertisers already provided feedback on the impartially audited figures?

We have not yet received any direct feedback from clients or agencies. However, the audited figures are an important signal for our salespeople: they strengthen the arguments in the sales pitch and create a noticeable sense of trust and security.

According to the MACH Strategy study by WEMF, 14.5% of Swiss people now listen to podcasts almost every day or several times a week. What plans does Tamedia have to take advantage of this trend?

We are pursuing two key strategic approaches. Firstly, we are continuing to develop our existing successful formats to make them even more relevant and attractive to our community. Secondly, we are investing in significantly improving the listening experience in our app – for example, with our new player and features such as personalised playlists. Monetisation is also playing an increasing role: in addition to advertising financing, we now offer selected formats as a subscription benefit.

And how exactly do you plan to increase download numbers?

Among other things, we are focusing on community building, for example through events, and on continuously improving the findability of our content – both on our own platforms and on third-party platforms. In addition, we are constantly testing audio SEO measures, such as publishing selected podcasts on YouTube in order to expand our reach.

How important do you think podcasts are in the media and advertising market?

Podcasts have long since evolved from a niche product to an integral part of media consumption. They combine journalistic quality with personal closeness and reach target groups that are becoming increasingly difficult to reach via traditional media. They offer advertisers an attention-grabbing environment with high retention – a clear advantage in today’s media mix.

How do you integrate the audit figures into your marketing activities to underline this advantage in the media mix?

We use the audited figures primarily in our sales documents and in sales discussions. They are a powerful argument when it comes to presenting reach and target group potential in a clear, credible and comprehensible way. The audit creates a common, reliable data basis for all parties involved.

Which podcast topics are particularly popular with your audience?

Our true crime podcast Unter Verdacht has by far the most listeners per episode – thanks in part to its timeless character. For our daily news podcast Apropos, which generates by far the most downloads each month, the topics of particular interest vary depending on the current situation. In the last quarter, we have seen a particularly strong interest in health and social issues, while US politics has lost some of its dominance.

Thank you very much for your insightful comments.

About the person

Lea Nowack has been with Tamedia for five years, currently as Product Manager Content Experience. In this role, she acts as the interface between the podcast and product teams, among other things. She has an academic background in digital innovation.