RAIN Notes: Wednesday, December 6


Jottings of note:



Edison Research sent us an unusual note, connecting a celebrity love affair with the audience lift of a single podcast. Travis Kelce is enjoying a romance with megastar Taylor Swift. That seems to be the catalyst for what Edison calls “a staggering four-and-a-half times increase” in weekly reach for Kelce’s podcast, New Heights with Jason and Travis Kelce. The audience jump applies to podcast listeners 13 and older in the U.S. “The influx of Swifties appears to have contributed to these numbers,” Edison observes, noting that the show’s female listership has grown from 32% to 50%.


Question Answered

“For the first time, more podcast listeners say that they have watched a podcast in the last 30 days than have listened to one. Yet, simply popping your pod on YouTube is likely to fail. So, what are podcasters to do?” That question posed by Sounds Profitable, which handily provides the answer as well: An upcoming webinar called Sound You Can See: Podcasting’s Video Dilemma, the presentation will examine consumer preconceptions of podcasts on video, and how they continue to drive the medium. Presented by Tom Webster. It’s free; register HERE.


Happy Self-Serveday

Acast is celebrating the one-year anniversary of its self-serve podcast advertising platform. Necessarily self-congratulatory, the global podcast company attributes three major benefits to its tech stack: (1) Making podcast ad buying more accessible, (2) expanding types of available campaigns, and (3) introducing automation into podcast ad buying and planning. Read details HERE, and RAIN’s coverage of Acast HERE.


December 6, 2023

Brad Hill