Before we get started, we want to do a last call for webinar registration. Tomorrow at 2:00 p.m. EST, Sounds Profitable will debut our latest research study The Podcast Landscape 2024 in a live presentation hosted by Tom Webster. Registration is free and open now.
Back in September, a survey of 156 monthly podcast consumers was conducted by insights platform Knit. Notable findings from the study include 45% of respondents agreeing that thought-provoking messages are the most important factor for a podcast ad. Motivational messages and humorous messages tie for second place at 38%.
NFL’s Kelce Brothers Sign $100 Million Podcast Deal With Amazon by Ashley Carman
Travis and Jason Kelce have signed a three year deal with Wondery for their podcast New Heights. The podcast, which received a viral boost after one of the brothers began openly dating Taylor Swift, will be available ad-free on Wondery+, as well as provide merch rights to Amazon. An anonymous source close to the matter says the deal was worth $100 million USD. While podcasting has aged out of the ‘crazy money’ phase where similar price tags were spent on shows with potential to be hits, deals like this (such as the recent Smartless exclusivity deal and Alex Cooper moving to SiriusXM) show there is plenty of room left for big deals in podcasting.
Magellan AI’s Top Spenders + Movers and Shakers for July
The long shadow of the Olympics is cast over podcast advertising in last month’s Magellan AI data for top spenders in the industry. Of the top ten highest spenders Magellan AI tracks, 8 of the top genre picks are sports, with comedy taking up the other two slots. Wells Fargo takes the biggest Mover & Shaker spot with a 579% increase in podcast ad spend from July, reaching $1,032,600 spent. Magellan AI will continue their 10 minute webinar series with a live presentation on Thursday, August 29th that breaks down the top 15 rankings.
What Makes Good Chemistry? For Chat Podcasts, It’s Fundamental by Reggie Ugwu
An article focusing on examples of good host chemistry, from friendly banter to charismatic hosts putting anxious interview subjects at ease. What makes podcaster chemistry inherently valuable is it’s not particularly manufacturable. Condé Nast executive producer of audio Steven Valentino says one can create the conditions for good chemistry, but it can’t be forced. Regardless, it’s a sign podcasting has grown to demand attention when The New York Times is covering the ephemeral je ne sais quoi attributes of good podcast hosting.
As for the rest of the news…
- Julep Media is once again independent, with podcast hosting handled by its adjacent company, Audiorella
- Spreaker is beta-testing a new podcast creation tool inside of the Spreaker app.
- True crime podcast, You Probably Think This Story’s About You, has signed with True Native Media
- Amplifi Media shares how to create podcast promo material that really works
- A dispatch from live podcast recordings of Spotify’s The Ringer Residency
