Oxford Road Reveals That “OGs” Dominate New Podcasts In Ad Performance

Oxford Road announces “ORBIT Top 15 Performing OG Podcasts,”  its latest podcast rankings based on actual sales results, drawing from $1.6 billion+ in campaign data across hundreds of advertisers.

The advertising industry often confuses newness with value. Buyers and publishers alike obsess over the latest celebrity launch or breakout chart-topper. But the data tells a different story about where the real return on ad spend lives. The newest ranking analyzes 12 months of real campaign outcomes to show that “OG” podcasts (shows that began publishing before March 2020) not only built loyal audiences before podcasting became a gold rush. They still outperform the new class.

The top findings:

• Execution Outlasts Hype: 75% of today’s top performers launched before the pandemic. Their longevity is not due to the “heat” of their genre in 2015. It comes from consistent, exceptional production.

• The Brand Tax Is Real: Buying fame is expensive. One famous show (whose name we’ll leave out) costs nearly 19 times as much per drop as Critical Role, yet the latter delivers superior conversion results. High-profile names charge a premium for brand association.

• Loyalty Compounds: OG shows carry a 12% efficiency premium. Multi-year listener relationships create a defensive moat that new entrants cannot replicate quickly. In a market fragmented across five million feeds, deep history lowers discovery costs and increases stickiness.

• Genre Diversity at the Top: This month’s Top 15 spans 9 different genres, ranging from “Leisure” to “True Crime” to “Alternative Health”. There is no single winning category. Only shows that have built high-trust environments exist. 

"This data proves what we all know in our hearts: trust deepens over time. Time-tested content may not have the same wow factor as the hottest new podcast, but the hosts have years of relational capital built up with their audience. This translates into higher conversion rates and better lifetime value,” said Dan Granger, CEO of Oxford Road.

Oxford’s Measurement Advantage

Findings were surfaced using ORBIT (Oxford Road Benchmark Intelligence Tool) – built on the industry’s largest index of podcast advertising performance data. The system measures actual customer acquisition costs, return on ad spend, and sales results from real campaigns. Oxford Road has processed more podcast advertising performance data than any other agency, creating an index that normalizes results across different advertiser goals and verticals.

For performance marketers, the tool enables advertisers to de-risk initial buys, optimize faster, and find high-performing shows before they become expensive. 

Oxford Road will continue to release new ORBIT rankings monthly, covering categories including genre-specific performance, international markets, emerging shows, and vertical-specific results. Each ranking draws from Oxford Road’s proprietary database of campaign outcomes across podcasting, streaming audio, terrestrial radio, and creator-based video.

The full “ORBIT Top 15 Performing OG Podcasts” list and methodology details are available here.