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Podcast ads: repetition or reach?

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  • 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

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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

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