Podcast ads: repetition or reach?
The number of times that podcast listeners hear the same ad has soared over the past year - more than doubling, according to research from Podsights. In a blog post, Westwood One’s Pierre Bouvard suggests prioritising reach over frequency.
The Podcasting, Seriously Awards Fund has expanded to include reimbursements for education and training for BIPOC and LQBTQ+ independent producers, editors, and other creators.
Mediatel has launched Audioscape, which they call “the UK’s first interactive directory of the audio industry”. It’s free, and available to anyone.
Buzzsprout’s data for June shows a small drop for consumption share via Apple Podcasts: down from 40.7% to 39.4%. Spotify has increased by a percentage point to 26.4%.
Acast and The New York Times have agreed a podcast ad sales deal for the UK. Many media companies use Acast to monetise podcast programming outside of its country of origin.
Sound Carrot is a new website, calling itself 'the best place to discover the greatest kids podcasts’. The name comes from owner Tristan’s ten year-old daughter. “The concept was born out of the frustration my daughter experienced with mainstream podcast apps and the inability of any of them to provide a children’s tag that isn’t dominated by parenting shows.”
Out of all podcast episodes published in June, Buzzsprout saw a decline of market share to 8.1%, according to Livewire. The company is still the #2 podcast host after Anchor. Amazon Cloudfront is still responsible for more than 50% of all podcast downloads; Spotify’s Chartable and Podtrac both saw an increased amount of use as tracking tools.
Moves and hires
- Chris Stark has quit BBC Radio to join Global, as a presenter and producer of the Capital FM breakfast show, and a remit to expand sports content in Global Player. He’s a co-presenter of That Peter Crouch Podcast, now with Acast, and hosts shows with Scott Mills on BBC Radio 1. Mills moves to Radio 2 later this year.
Podcast News - with Pushkin Industries
Podcast ads in the wild
Mike Skagerlind spotted this on a Northern Line train in the London Underground, promoting Audible original Coupledom. Public transport seems an ideal place to promote podcasts.
Advertising for podcasts help grow the whole medium - so if you’ve spotted any (or responsible for some), just hit reply and send us a nice picture.
Number one for podcasts - Jul 6
- Apple Podcasts: US: The Execution of Bonny Lee Bakley (Wondery) GB: The Rest Is Politics (Goalhanger Podcasts)
- Spotify: US: The Joe Rogan Experience (Joe Rogan) GB: Partners in Crime with Laura Whitmore and Iain Stirling (Spotify Studios)
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