Introducing TransUnion-Powered Audience Intelligence Tools
Know what audiences convert best—and find more shows with similar listeners
Advertisers don’t just want campaign performance metrics—they want to know who they reached, who responded, and how to find more of that audience. With Podscribe’s latest launch, you can now do exactly that.
We’ve rolled out two new tools—powered by TransUnion household-level data—to help you validate campaign audience quality and expand into high-performing segments. Both features are now available in your Podscribe dashboard:
What’s New
TransUnion Audience Reporting in Overview
See which audience segments you reached—and which ones actually converted.
Enhanced Show Discovery by Audience—Powered by TransUnion
Find more shows with similar audience traits to the ones performing best.
Together, these features close the loop between campaign insights and media planning. You’ll know exactly who’s converting—and have the tools to find more of that audience, fast.
TransUnion Audience Reporting on the Overview Tab
Understand who your campaigns are actually reaching—and who’s converting.
We’ve added a new section to the Overview tab that gives you access to 560+ audience segments, powered by TransUnion (via Neustar). This moves beyond generic demographic reporting and gives advertisers visibility into real, household-level traits that impact campaign success.
What You Can Now See:
Household income brackets
Occupation types (e.g., healthcare workers, tradespeople)
Ethnicity
Parental status (e.g., children age 0–3)
Pet ownership
Debt level, political affiliation, and more
These insights are organized into a clean interface and backed by two key metrics that help you interpret the data:
Two Key Indices:
Performance Index (aka “Fair Share Index”)
Shows whether a segment is converting at a higher or lower rate than expected based on its impression share. For example, a Performance Index of 200 means the segment is converting at 2x the expected rate.Population Index
Measures whether your campaign is actually reaching enough of that audience segment compared to U.S. population averages. This helps you confirm that high performance isn’t just a statistical fluke.
Why It Matters:
Validate your targeting – Confirm if you're reaching the audiences you paid premium CPMs for
Spot unexpected high-performers – Discover overlooked segments driving outsized impact (e.g., “non-homeowners with kids under 3”)
Refine strategy – Use insights to adjust creative, placements, and audience planning
Enhance wrap reports – Adds valuable depth to QBRs and end-of-campaign recaps
This is especially valuable for performance marketers and agencies looking to prove audience quality and ROI—not just surface-level engagement.
Enhanced Show Discovery by Audience—Powered by TransUnion
Find more shows that reach the audiences that perform best
The Discover Shows tab has been upgraded to support audience-based reverse-searching using the same TransUnion data used in Overview. Now, you can identify new podcast opportunities based on the audience traits that actually drive results.
What You Can Do:
Filter shows by audience traits like ethnicity, parental status (e.g., children age 0–3), pet ownership, debt level, political affiliation, and more
Find shows that over-index for top-performing segments
Coming soon: Click directly from a high-performing segment in Overview to pre-filter shows with that exact audience
Example Use Case:
Your Overview tab shows that “non-homeowners with children under 0–3 years old convert 147% above average. With the updated Discover Shows tab, you can immediately find other shows whose audiences match that same profile—and plan your next buy accordingly.
Why It Matters:
Expand what’s working – Scale into new shows that mirror your best-performing audience
Plan with precision – Replace guesswork with verified household data
Win new business – Agencies and publishers can align show recomendations to customer personas with confidence
This is a major upgrade from our previous Discover tab, which relied on social media profiles. With TransUnion, you're using verified, IP-level household data for greater accuracy and relevance.
“It’s like lookalike audiences for podcasting—except based on verified household data, not social media profiles. You can see what worked, and instantly find more shows with that same audience.”
How These Features Work Together
These features are designed to create a closed-loop audience workflow
Start with insights – Use the Overview tab to identify who your campaign reached and who converted
Act on the data – Use the Discover Shows tab to find more podcasts reaching those same segments
This loop turns insight into action—instantly—so you can double down on what’s working and stop wasting time on what’s not.
Who This Is For:
Advertisers validating media plans and scaling high-performing segments
Agencies planning persona-driven campaigns or aligning buys to client goals
Publishers who want to better understand their listenership, prove audience value to advertisers, and attract new demand with verified audience insights
Ready to Explore It?
These features are live now in your Podscribe dashboard!
Want to see how these tools fit into your workflow or strategy?
Request a demo or email us at adops@podscribe.com with any questions.