In the recently released Podcasting Today 2021 report from Nielsen, we see an interesting gender breakdown of podcast listening — no doubt useful for podcast advertisers to be aware of. We also look at income and age breakdowns. Click through for details and visuals. Continue Reading
In a buy-side survey of marketers by WARC and iHeartMedia, an interesting chart catches our eye. It is a budget outlook for 2021, indicating which media categories will be increased, and which are not used, by percentage of responses. Click for details and graphics. Continue Reading
by Steve Goldstein Radio ownership is down. Digital listening to broadcast radio is only 12% in the U.S. There is no single reason radio’s digital conversion is slow, Steve Goldstein says in this guest column, while noting that “history has been unkind to repurposed content on new platforms.” He offers better examples from other industries and provides a suggestion for radio.
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Jottings of Note
— New Phase (Korri Kolesa)
— Marvelous (SiriusXM)
— What’s it Worth? (Podcast Editor Academy)
A newly released study from marketing/strategy firm WARC tells a story of missed opportunity on the buy side, and missing revenue on the sell side of audio. While 31% of the average consumer’s media consumption is now audio, only 8.8% of the average media budget is allocated to audio, and 25% of advertisers do not invest in audio at all. The research identifies audio buyer types, and evangelizes the values of audio marketing. Continue Reading
James Cridland returns with a richly informative newsletter about radio around the world. In this week’s edition: An online radio station that repurposes as a podcast. As always a raft of links to interesting audio stories around the world, and after reading a podcast show script James concludes: “Anyone who writes in all-capitals in 2021 is a masochist.” Continue Reading
Cumulus Media is announcing a new partnership with Rolling Stone to produce Don’t Let This Flop, a weekly roundup of highlight content, memes, and trends on TikTok. Hosted by two Rolling Stone writers.
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In Magellan AI’s latest monthly report of top podcast advertisers, tracking August activity, we see many of the same brands that have populated the Top 15 Spenders list for the last several months. There are only two new ones amid lots of repeaters. Click for details and charts. Continue Reading
Apple has introduced two new sharing and personalization features for its podcast listening platform. Both target personalized discovery. Users can share recommendations, and the platform also can deliver personalized suggestions that go across podcast categories. Continue Reading
Research firm eMarketer released two connected projections based on a consumer survey fielded in August. First, a prediction that Spotify will overtake Apple in number of people listening to podcasts monthly. Second, a broad projection of podcast listening in the U.S. (That second projection contradicts Edison Research.) Click for details and graphics. Continue Reading
Ad-tech company Triton Digital, which has long operated across audio categories in its measurement and marketplace platforms, is now tying it all together in a unified global audio exchange that aggregates audiences across broadcast, podcasting, and streaming. It’s called the Triton Audio Marketplace, with a planned launch in early 2022. Click for many details. Continue Reading
Jottings of Note
— History of Pod (James Cridland)
— GM Hire (TuneIn)
— Looking Ahead (Futuri Media)