And Now, Your Moment of (Audio) Zen by Tom Webster
A recent Edison Research Share of Ear release included a graph indicating audio listenership has returned to something similar to ‘normal’ listenership in 2019 before the pandemic lockdowns radically changed consumption habits. Webster highlights that the peak of overall audio consumption was 2015, and even discounting COVID disruption the overall amount of audio an average American is consuming per day is decreasing. But podcasting is increasing in share of ear, indicating total audio consumption loss is coming at the expense of other audio sources, namely AM/FM radio. He then provides seven actionable long-term methods/approaches to foster rebuilding audio’s positioning instead of allowing it to continue shrinking.
True Native Media’s Marketing Director Sabrina Nielsen breaks down how podcasting’s ability to find and target niche interests is a gold mine for mainstream advertising. Audiences of shows like The Joe Rogan Experience often supplement their podcast diet with shows tackling individual niche interests, such as car repair or internet history. That overlap can offer a distinct advantage, as niche podcasts can speak directly to the same audiences but with deeper engagement. Niche podcasts have less competition for ad space, connect directly to their audiences through a shared passion, and paint the advertiser itself in a flattering light as podcast listeners historically enjoy supporting those who support their favorite shows.
Engaging Black Audiences: How brands impact, grow and win with inclusion
The latest entry in Nielsen’s Diverse Intelligence Series highlights data regarding Black audiences in the U.S., including a section titled The Power of Podcasts. Key findings include podcast ads driving strong brand recall, with 73% of Black podcast listener respondents recalling a brand name after ad exposure, 3% higher than the 70% overall rate. In their audio conclusions, Nielsen highlights the power and cost-effectiveness of audio advertising, citing their norms database shows podcast ads can boost brand awareness by up to 11 percentage points.
As for the rest of the news…
- PodX Group has announced their seventh acquisition in two years by acquiring majority stake in Oronda Studio (for Bryan’s sake: I vetted this by going off the PR on their own site as they seem to only post when they acquire someone or launch Filt Nordics)
- Supporting Cast has added another name to the roster of companies using their premium podcast subscription services with the launch of Lemonada Premium.
- PodcastOne, one of the few long-standing publishers that self-host their content, is switching to Amazon’s Art19 for hosting.
- SiriusXM Media has signed an exclusive advertising and distribution rights for both video and audio versions of The Fantasy Footballers Podcast.
