Media intelligence company Magna Global has released the latest edition of its U.S. Advertising Forecast report, measuring ad spend in the first half of 2021, compared to H1 2020. This upward-pointing research shows gains all over the place, including audio. Magna breaks out pureplay digital audio, which shows much higher gains than all audio combined. Continue Reading
Spotify is best known as a subscription service, but the platform serves more non-paying users to its ad-supported service. That part of the business contributes the smaller portion of revenue, but has always been meaningful to company growth and executive… Continue Reading
Looking at four podcast listener age groups, Nielsen has determined that each group has grown in size from 2020 to 2021. There are other metrics within that phenomenon. The pandemic flattened listener growth temporarily, and created more at-home listening. Click through for details and more metrics. Continue Reading
The annual International Podcast Day is Thursday of this week (September 28), and is also an organization which started it in 2014. That year, and each year since, the leaders have created extensive programs of live-streamed podcasts. Things are changing this year. Continue Reading
Jottings of Note
— 51st State? (Audacy)
— Music data (DDEX)
— Bond … Pod Bond. (Podcast Radio)
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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