Podcasting 🔜 Advertising Week NYC, Ad Tolerance Rising, & More

If you’ve not been keeping tabs on the Job Board section at the bottom of this newsletter, we’ve had an influx of new open position posts recently and are doing a super-sized Job Board today, catch it after the Data Snapshot!

Podcasting is Coming to Advertising Week

Advertising Week New York kicks off on Monday, October 7th, and this year features a batch of podcasting-related panels and talks in and around the Podcast Zone dedicated to the industry. On Thursday the 10th Tom Webster will be giving a presentation of data from The Podcast Landscape focusing on the evolution of the podcast audience over time. Also on Thursday, The Power of Family Podcasts: Unlocking Untapped Potential for Advertisers brings together CEOs of Atomic Entertainment Group, Story Pirates, Starglow Media, and Realm to talk about the unique advantages of Kids & Family podcasts. Outside of Advertising Week, YMH, RedCircle, Podscribe, and Sounds Profitable have teamed up to take over New York Comedy Club for an exclusive evening of networking and comedy from podcasting stars. Submit here for consideration, as space is limited.

Libsyn Unveils September 2024 Podcast Advertising Rates

The latest monthly average of CPM (cost per thousand impressions) for a 60 second podcast ad on Libsyn Ads is $21.37 for this September. Up a penny from last month, and down $1.37 from September 2023. The top three categories as far as CPM are Government ($31), Technology ($29) and Health & Fitness ($24). Libsyn Ads also points to Kids & Family, Sports, and History being categories with highly engaged audiences and more accessible CPM rates ranging from the high teens to low 20s.

RAJAR MIDAS Report – Summer 2024 by Adam Bowie

UK research firm RAJAR has published the Summer edition of their MIDAS report on audio in the UK. Audio type listening trends show podcasts have had a relatively steady increase in weekly reach percentage, from 14% in the Spring of 2019 to 23% this Summer. The MIDAS survey has begun including questions regarding listeners’ need states when listening to different kinds of audio. While live radio scores high in almost every need, podcasting has a strong bias towards “to broaden my horizons,” well beyond any form of radio or on-demand music.

Your Next Podcast Interview Might Actually Be a Meeting in Disguise by Ashley Carman

Carman writes of a not-often-discussed facet for entrepreneurs hosting interview podcasts: the appeal of a podcast interview can get hosts face-time with people they otherwise would not be able to secure a meeting. An advanced form of networking. Jeff Umbro of The Podglomerate recalls a software firm who invited representatives of potential client companies onto their show to build rapport that could potentially lead to a formal pitch later. Harry Morton of Lower Street tells Bloomberg branded podcasts are creating valuable content for niche listeners, but in the context of business development the audience is almost secondary to the value of getting ideal clients in the room to talk for an hour.

Readers Are Flocking To Political News, Says WaPo – And Advertisers Are Missing Out by Anthony Vargas

According to Madison & Wall’s 2024 ad spend forecast, 83% of U.S. marketing executives have concerns about advertising their brands during elections. As a result, The Washington Post’s VP of revenue operations and data, Jana Meron, told Programmatic I/O attendees 40% of WaPo’s inventory has been blocked over brand safety concerns. Meron proposes being gunshy of news and politics specifically during an election is leading to advertisers missing out on profit during a season when publishers like WaPo pull in their biggest numbers. YouGov.org’s top five reasons why U.S. consumers boycott brands do not include news, advertising, or brands advertising on news. And, similarly to how studies have shown podcast audiences have a ‘halo effect’ for brands that make their favorite content possible, research like the IAB 2020 News Trust Halo find 84% of respondents have a positive impression of brands running ads on their trusted news outlets.

As for the rest of the news…