Am I The Only One Questioning eMarketer’s Podcast Projection Numbers?

Posted by Paul Colligan on Friday, March 3, 2006

Update: eMarketer Sent Me A Copy

Update: eMarketer Uses This Dialogue

eMarketer projects podcasting advertising to reach $80 million this year and $300 million by 2010.

I love this industry (and am excited) as much as the next guy but …

The second point I have no problem with. A lot can happen in 4 years.

But $80 million this year?

But, of course, let’s follow the money.

If I was selling a $695 report that was 7 whole pages with 10 whole charts ($100 a page), I’d have to have some numbers like that as well.

I question the numbers. Do you?

I’m not asking for a copy of the report for free – I value (and pay for) good content as much as the next information junkie but, … something don’t sound right here.

Anyone read this thing?

Technorati Tags: , , , ,

  • http://www.emarketer.com Mike Chapman

    I have been questioning those numbers for weeks. Although, as the author of the report, I guess that is to be expected.

    I am glad you are questioning our projections, we welcome a healthy discourse on any of the subjects we cover.

    Spell out your reasons and have a stab at what you think are reasonable numbers for podcast advertising and sponsorship, give me some evidence and perhaps I’ll revise my projections when we publish an update ;-)

    Our numbers are actually very conservative compared with those from other pundits and I was careful to distinguish between the total podcast audience that is widely cited and the active audience (those who listen at least once a week). So a total audience of 10 million in 2006 is the growing consensus but I put the active audience at 3 million.

    What do you think? My rationales for all the projections are in the report and I have sent a copy to your gmail. Just for you, I have reduced the price by $100 per page.

    Mike Chapman
    Editorial Director
    eMarketer

  • Pingback: Question Numbers - Get Attention - Blogging Works | Paul Colligan’s Profitable Podcasting