The Podcast Influence: The Listening Habits of Registered Voters
Voxtopica has published a new study built from an online survey of 683 self-identified registered American voters aged 18+, weighted to the most recent census data for the U.S. population’s age and gender. Respondents were asked whether they listen to podcasts, how often, why they listen, and what they like or don’t like about podcasts. Key findings include 63% agreeing podcasts change their opinions on issues or topics in the news. 85% of registered voters surveyed trust podcasts more than any other news and information source, including newspapers, TV, radio, and social media.
YouTube Could Be Hurt By Ad-Tech Antitrust Lawsuit Against Google by Sahil Patel
An article looking at the potential evolution of advertising on YouTube if the antitrust lawsuit against Google leads to divestments. Currently, buying ads on YouTube requires using Google’s DV360 platform, creating exclusivity. If the Justice Department wins the antitrust case, Google might have to divest DV360 or at least allow third parties to buy YouTube space directly. Either move would create competition, bringing down the average ad inventory price.
Future of TV Briefing: FAST channels’ ad fill rates have slipped in 2024 by Tim Peterson
New data from streaming tech provider Wurl shows 2024 has had slightly lower fill rates for FAST (free ad-supported television) channels, which they attribute to increase in supply. A notable example of increased supply is Amazon Prime Video pricing its inventory below Disney+, Netflix, and Max when it joined the industry earlier this year. As FAST grows, there’s also reports of discoverability issues as there’s not elegant widely-used descriptions for how to find a given channel on aggregators like Roku. There are very few unique advertising issues under the sun, and CTV/FAST channels specifically are going through similar growing pains to what podcasting experienced a decade ago.
Kansas City Chiefs star and Taylor Swift beau Travis Kelce has brought viral success to himself, his podcast, and his team. But a notable difference between Kelce and previous viral football stars is the marketing approach. A&A Management has focused on diversifying his career, arranging brand deals with companies like General Mills, Lowes, and Pepsi in addition to hosting an episode of Saturday Night Live and landing a reportedly $100 million deal with Wondery for New Heights distribution and merch rights.
Broadcasters and advertisers expected a lot from the Olympics — was it worth it? by Sam Bradley
Now that the Olympic summer games and Paralympics are over, broadcasters and advertisers are doing the math on how things turned out. NBC Sports Group president of advertising sales Dan Lovinger tells Digiday the network averaged 30.4 million daily viewers across all its channels. Warner Bros. reports all of their inventory sold out and reached 140% of pre-Games sales targets. The games also enabled an uptick in accessibility and disability representation, with Channel 4 featuring the first deaf sports presenter on live TV in the UK. Also, during the Paralympics, 68% of ads on Channel 4 had closed captions, compared to a normal average of 25%.
As for the rest of the news…
- AdLarge has assumed all advertising sales for Crystal Media Network
- NASA’s Spanish-language podcast, Universo Curioso, has returned for another season
- On the latest episode of Growth Talks with Right Side Up, Chiyong Jones of GoodRX and Honey talks brand marketing.
- According to a report from Podnews, Kast Media has published its chapter 11 bankruptcy plan.
