Podcast hosting and analytics platform CoHost has launched a new tool to provide a deeper understanding of audio audiences.

Advanced Audience Demographics provides a more complete profile’s of a podcast’s listeners, from age, gender and income to family status, interests, lifestyle and social media habits. The insights are delivered via two main dashboards: one providing an audience overview, and another providing detailed profiles of listeners based on their interests.

This is meant to give producers and publishers – as well as the advertisers they work with – a more complete understanding of their listeners, which can help verify if a podcast is reaching its target and create content tailored to audience preferences.

CoHost was created by Toronto-based corporate podcast agency and Quill, and has been used by brands such as TD, Expedia, EQ Bank, SickKids and PwC for their own podcast work. The platform’s other measurement features cover a range of media metrics – such as how many times an episode has been downloaded, where listeners are located and when listening happens – but the new suite of features is meant to provide more insight into who is listening.

“Understanding your audience is crucial in delivering content that engages, excites, and informs. With Advanced Audience Demographics, we’re giving brands the ability to do just that, but at a whole new level,” said Fatima Zaidi, CEO and founder of CoHost and the Quill Podcast Agency. “Our aim is to arm brands and agencies with the right tools to reach the right people.”