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Podcasts: radio's biggest advertiser

Podcasts: radio's biggest advertiser

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  • Our photo story: Do you talk to the person sitting next to you on public transport? New podcast Mesto47 looks at human stories from one of the longest train rides in the world: the Trans Siberian Railroad. Above - handing out flyers in Siberia wearing a big KFC fries costume, an eighteen year-old who dreams of becoming a rapper, but is studying to be a mining electrician. A fun idea, and a fun picture - so we crowbarred it into today’s newsletter.

  • iHeartRadio

    The top three most-aired radio spots last week in the US were for podcasts. Ads for iHeartRadio’s The Ron Burgundy Podcast, Fake Doctors Real Friends and Missing in Alaska were all played over 64,000 times on US radio last week. We calculate that’s an average of almost two ads per hour (6am-midnight) on every iHeartRadio station.


    Aug 25 2023: This broken link now points to the Internet Archive.
    • Did it work? iHeartRadio’s campaign - we estimate it would cost $1.9m if they were buying it - did make a difference, it turns out. All shows saw a significant increase in the Apple Podcasts chart during the week - the chart is worked-out using new subscriptions. Ron Burgundy wasn’t even charting before the ad campaign (it’s in a break).
  • Spotify

    Spotify have announced in-app offers for podcasts, adding visual banners allowing listeners to redeem offers “when the time is right”. They’ve alpha-tested it in the US and Germany (we’re told Last Podcast on the Left and Herrengedeck were the two shows). It’s a potential replacement for having to remember an offer code.

  • Castro

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Podcast News - with The Jordan Harbinger Show

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