RAIN Notes: October 10
iHeart tops U.S. and global podcast publishers, six of which appear in both Podtrac charts
In a RAIN scrutiny of two newly released Podtrac rankers, we see the clear dominance of iHeart Audience Network in the delivery of podcasts. In the list of 21 leading U.S. podcast publishers (sorted by unique monthly audience), we find six networks that also appear in the top Global Delivery ranker. We blend the data; click for the chart. Continue Reading
RAIN Notes: October 8
“Messages were meant to be heard” — SiriusXM pitches incremental reach of audio
In a teacherly presentation that jams together more text and imagery than we ever thought could fit onto 19 pages, SiriusXM advocates for the compelling nature of audio messaging. Click through for RAIN’s detailed coverage, graphics, and sourcelink. Continue Reading
James Cridland’s International Radio Trends – Radio advertising: your winners and duds
by James Cridland
In his latest column, James unearths an old print ad for two Australian radio stations, and puzzles over a few conundrums. “There’s a lot to unpack from this press ad over thirty years later.” ALSO: A study from Audacy, an amazing face\t about Star Wars, the BBC applying for funds, James’ visit to the Pacific island of Niue, and more. Continue Reading
Steve Goldstein: Steve Pratt — How to Earn & Keep Attention
Recently we covered the release of Steve Pratt’s newly published book, Earn it: Unconventional Strategies for Brave Marketers. Here, guest columnist Steve Goldstein interviews Pratt about verified listening as a key statistic, “Tik Tok brain,” surpassing mediocrity, the difference between attention and retention, the multi-platform challenge, the pressure to create at volume, and focusing on underserved audiences.Lots of gems in this one. Continue Reading
RAIN Notes: October 4
— Independence (Airborne)
— Blip No More (Triton Digital)
— Bridging A Divide (AdWeek)
— All About Earning (Steve Pratt) Continue Reading
Understanding sports podcast listeners (Hint: They respond well to podcast ads)
In a new survey report called Who Is Listening? produced by Manchester-based Sport Social Podcast Network, in cooperation with UK’s Mindfield Research, the mission is to better understand the lives of sports listeners. That includes their demographics, income, home ownership stats, purchasing habits, and their passion for sport and exercise. Click for results, graphics, and source link. Continue Reading
Podcast ads save campaigns from the marketing “Valley of Death”
In a long, data-infused, and fascinating research summary, Pierre Bouvard at the Westwood One Blog examines how media plans can grow sales without increasing their budgets. In a lengthy, data-rich presentation, podcast ad spend is compared to many other media types, and the concept of “mental availability” is introduced. Continue Reading
Cost of podcast advertising drops to lowest point in four years (Libsyn Ads)
The average cost per thousand (CPM) for podcast advertising in September dropped three percent from August. According to Libsyn’s monthly reckoning, the average CPM rate for a 60-second ad spot was $21.37 on September 1, compared to $22.04 a month earlier. That per-thousand rate was the lowest in 52 months. Click for the four-year cost chart. Continue Reading
RAIN Notes: September 30
— The Day (International Podcast Day)
— Streamlining With AIRatings Excitement (Triton Digital / Sounder
— Welcoming (Libsyn) Continue Reading
Study: Avid podcast listening across established and emerging global markets (Acast)
Recognizing International Podcast Day (September 30), podcast giant Acast has released a new consumer research study: Podcasting Trends in Established vs. Emerging Markets>. The field work (conducted by consumer research company Attest) surveyed 2, 600 weekly podcast listeners across 13 established and emerging markets. Click for detailed coverage and source link. Continue Reading