Podcast analytics and insights provider CoHost, created by Quill Podcast Agency, has published a new report titled The Impact of Branded Podcasts, created in partnership with Sounds Profitable. Key findings include high satisfaction with podcast initiatives, with 90% of brands surveyed saying they’re pleased with their podcast’s performance. The primary challenge found for respondent brands is the resources required to spin up a branded podcast, with 58% agreeing.
Australian Podcasting Continues Growth (Multiple Sources)
New reports from multiple sources show the podcasting scene in Australia is showing no signs of slowing. In the overall audio space, the Australian Internet Advertising Revenue Report compiled by PwC and IAB Australia finds podcast and streaming audio advertising expenditure increased 23.6% year-over-year as of June 2024, reaching $290 million AUD. Meanwhile, CRA and Triton Digital have published the Australian Podcast Bi-Annual Report covering the first half of 2024. According to that study, AU average monthly listeners tracked on Triton Digital Podcast Metrics grew 8.7% year over year. The top five genres in the country are Sports, Comedy, News, True Crime, and Society & Culture in the top spot.
There’s A $1.8 Billion Political Ad Blitz Coming After Labor Day
Advertisers are gearing up for election season with almost $1.8 billion in political advertising reportedly reserved to run after Labor Day, according to AdImpact. Issue specific spending takes up the largest slice of the adspend pie with $231 million, and $401.5 million specifically in Presidential reservations, mainly focusing on key battleground states like Ohio and Pennsylvania. Democrats are reportedly spending more than Republicans with a difference of 41%. As political channels go all-out for this election season, U.S.-focused political podcasts stand to benefit, especially as their niche nature makes it easy for advertisers to reach voters on a variety of issues.
Podnews reports Spotify’s Chartable platform sent an email to publishers on August 30th confirming that the analytics dashboard, which had been offline since mid-August, was restored on August 29th. The email says publishers can expect their data to be up-to-date.
As for the rest of the news…
- Simplecast has launched an integration with Make by Headliner to generate engaging social video from audio podcasts.
- Right Side Up is hosting a Take 20 webinar on performance audio this Wednesday at noon EST.
- Inside Audio Marketing has covered Sounds Profitable’s new study The Podcast Landscape
- LiSTNR now has Australian ad sales rights to the hit Kelce brother podcast New Heights, thanks to their exclusive sales rep partnership with Wondery.
- Good Tape has launched a website, unveiled a new creative studio, and is taking pre-orders for its next publication “The Celebrity Issue”
- Ausha has published a guide to navigating the Spotify algorithm as a podcaster.
- Adalyst Media welcomes This is So Awkward to its podcast network.
