RAIN Notes: Thursday, October 5
Latino podcast listeners control $2.8-trillion purchasing power and podcast ads motivate them
In its most recent Latino Podcast Listener Report from Edison Research, this segment of podcast listenership is portrayed as racing into podcast engagement, and highly receptive to advertising. As a national group, Latinos wield impressive purchasing power. Edison puts a number on that: $2.8-trillion, and dramatically computes that overall purchasing budget as greater than the GDP of the UK or India. Click for much more info, and a link to the presentation slides.
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Podtrac top 20 shows: 5 non-repeats after two years
In the “Nothing succeeds like success” category, we observe that only five non-repeating shows are placed in Podtrac’s Top 20 Podcasts ranking list for September 2023, compared to the same ranker from September 2021. But that’s more than last month’s comparison. Click for the comparison graphic, and the original ranker. Continue Reading
RAIN Notes: Wednesday, October 4
— In and Out of China (TED)
— Crushing News (Podnews)
— Long-form Advertising (Acast) Continue Reading
Spotify unlocks 150,000 audiobooks for free listening, with limits
Today, Spotify announces the unlocking of more than 150,000 titles, making them free to Premium subscribers. But there remains a limitation: 15 hours of listening per month. Users can spread that allotment over an unlimited number of titles — so nibbling is allowed. Click for more. Continue Reading
Italian podcast listeners: High recall of advertising (MDE/Ipsos)
Milan-based digital audio solutions company MDE worked with Ipsos to create a visual landscape to describe Italian podcast listeners. From it, we are interested to learn that podcasts are consumed monthly by 39% of Italians (nearly 12-million listeners), and that 78% recall the ads in podcasts. Click for the entire infographic. Continue Reading
Travel and health key audio ad categories for the holiday season (Veritonic)
A new Veritonic survey canvassed 300+ U.S. individuals who listen to podcasts and streaming audio at least once a month. The results indicate how those people listen, and what they want to hear from advertisers during the holiday season. Continue Reading
Rising podcast ad rates break 3-month trend in September (AdvertiseCast)
The average cost per thousand (CPM) for podcast ads rose upward in September, breaking a three-month downlward slippage. The nudge was in effect across all measures of audience size, and the average of them. This according to AdvertiseCast’s monthly tracker. Click for graph. Continue Reading
Acast inks Warner Bros. Discovery for podcast distro / sales
Acast has signed an agreement with Warmer Bros. Discovery to be the exclusive distributor and monetization partner for some of Discovery’s podcasts. Warner Bros. channels involved in this arrangement include Food Network, TLC, HGTV, Animal Planet, Discovery Channel, and the Travel Channel. Continue Reading
1+1=3 in new Soundstack analysis of radio and podcast listeners
SaaS company SoundStack, which promotes “Full-Circle Audio” solutions for all kinds of audio delivery across analog and digital, has released an infographic which highlights the complementary attributes of broadcast radio on one hand, and podcasting on the other. It sources several research studies to deliver a 1+1=3 argument for advertising in both. Continue Reading
RAIN Notes: Monday, October 2
— Awarded (Brisith Podcast Awards)
— Down Under Demos (YouGov)
— Crime Truth (Lava For Good) Continue Reading
A “free fall in advertising” causes upcoming 12% layoff sweep at NY Public Radio
New York Public Radio is planning to terminate 12% of its employed positions, in the latest contraction in the NPR universe, as reported by The New York Times. The Times quoted a NYPR internal memo from LaFontaine Oliver, New York Public Radio’s president and chief executive, in which the situation was characterized as a “free fall in the advertising market.” Click for more detail. Continue Reading