WEMF provides neutral podcast data
Podcasts are becoming increasingly popular, and with that, the advertising industry’s interest is also growing. But how can we reliably measure which formats are listened to, how often, and which target audiences they reach? To ensure the market can rely on credible figures, the WEMF promotes transparency through its Podcast Audit and the MACH Strategy intermediary study, thereby creating a solid foundation for media planning.
Podcasts are being listened to more and more frequently. Audio content can be consumed conveniently and regardless of location - whether on the way to work, during sport or at home. For many people, this makes them not only an entertainment medium, but also a practical source of information. The range is constantly growing: in addition to large media companies, many small providers and independent podcasters are also producing their own formats. This diversity makes podcasts a varied part of today's media landscape.
As usage increases, podcasts are also becoming more interesting for advertisers to reach an attentive audience and address target groups in a targeted manner. This is exciting for advertisers - provided they can rely on neutral and comparable data on podcast usage. This is precisely where WEMF for Advertising Media Research comes in. As an independent authority, it provides valid data on the use and distribution of podcasts in Switzerland and certifies download figures.
Reliable data creates trust in the advertising market
The WEMF offers two key tools for this: the WEMF Podcast Audit and the Regular Usership (RUS) Podcast indicator in the MACH Strategy intermedia study. The podcast audit publishes the download figures for certified podcasts and thus enables monthly analyses, among other things. These show the total number of downloads in the current and previous month, the percentage change, the number of episodes published in the current month and the total since the start of the audit. This allows transparent time series to be created for each podcast. Producers of podcasts benefit from reliable figures, increased visibility and a credible sales argument to advertisers. The WEMF acts as an experienced and established auditor, providing neutral and verifiable data.
In the MACH Strategy intermedia study, podcasts are identified as a separate media category. The study records people who listen to podcasts at least several times a week and enables a detailed analysis according to socio-demographic characteristics such as age groups and regions. The data shows that the regular use of podcasts is increasing and that young people under the age of 34 in particular are among the core listeners. The 2025 edition of MACH Strategy also shows interest in 19 different podcast genres for the first time. This information is valuable for media planning because it helps to analyze target groups and target them with the right podcast selection. The chart above shows the various genre preferences of the Swiss population, segmented by age and gender.
Podcasts are becoming a professional advertising channel
In terms of content, the news, sport and true crime genres currently dominate the podcasts identified by the WEMF and generate the most downloads. They appeal to a broad audience and therefore offer attractive advertising environments.
With the combination of independent measurement and reliable usage data, WEMF ensures greater transparency in the growing audio market. This creates trust among advertisers and at the same time strengthens the position of podcast producers. Podcasts are no longer a niche phenomenon, but an integral part of media usage - and thanks to credible data, an increasingly professional advertising channel.
"The transparent and neutral figures of the WEMF Podcast Audit provide convincing arguments to win advertising customers for podcasts."
WEMF Podcast Audit
With the podcast certification, WEMF offers the advertising market more transparency in the audio sector through fair and verified figures. The certification enables comparable and valid download figures for podcasts in Switzerland. This allows media houses and podcast producers to prove the reliability of the reported delivery statistics and make their podcasts visible in the advertising and media market. The data is published once a month in the NEXT>LEVEL tool, which is widely used by the industry.
MACH Strategy
WEMF's national intermedia study MACH Strategy is the central tool for efficient and data-based media planning. It combines socio-demographic information and consumption data with media usage data. This makes it possible to analyze which channels or channel combinations have the highest reach potential for a target group. With 18 directly comparable media types, it enables the largest national comparison of intermedia:
Press, cinema, television, streaming (audio / video), radio, podcasts, internet in general, websites / apps, social media, messenger services, gaming, out-of-home (≥ 55 inches), DOOH (≥ 55 inches), digital signage, public transport, POS (point of sale), direct mail, e-mail marketing,
