Podcasting: What We measure Number of downloads Time Spent Listening to Each Download Cumulative Time Spent Listening How Often Consumer downloads Listening Media: PC or MP3 Is Podcast forwarded or shared Qualitative(age, gender, zip code, etc) RIDGE RATInPodcasting: What We Measure • Number of Downloads • Time Spent Listening to Each Download • Cumulative Time Spent Listening • How Often Consumer Downloads • Listening Media: PC or MP3 • Is Podcast Forwarded or Shared • Qualitative (age, gender, zip code, etc)