| Hey Insiders, Welcome to Thursday's edition of Inside Podcasting! Today is a Barbenheimer-centric newsletter since most of the world is talking about it. We show you how podcasts are covering the movies and which new podcast's first two episodes focus on the real-life inspirations for the films. Make sure you read on to see which shows moved up or down the Canada Podcast Ranker charts and what position an ad agency thinks every other agency needs to add. Remember to let us know what areas you want to see covered more. Have a great weekend! Christopher
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| 1 | | The world has been infected with "Barbenheimer" fever, as Barbie and Oppenheimer both premiered in U.S. theaters last weekend in one of the biggest weekends for the Hollywood box office since the COVID-19 pandemic. While Barbie has made more money at the global box office so far, Oppenheimer has been mentioned more on podcasts. More: - According to Podchaser, Oppenheimer was mentioned 4,020 times in podcasts during the week of July 15-22, and Barbie was mentioned 3,021 times.
- Podchaser used the analytics tools from its intelligence engine to transcribe the top 5,000 English-language podcasts and tracked every podcast episode with either "Barbie" or "Oppenheimer" in the title.
- "Podcasts are a real barometer of the cultural zeitgeist," said Podchaser's Chief Product Officer, Dave Keine. "Everyone has seen the incredible marketing efforts of the Barbie team. Still, it's Oppenheimer that seems to be getting podcasters talking. One reason for this may be that Oppenheimer — as a biopic and related to real-life events — can penetrate more genres of the podcast, from history to science and even technology alongside entertainment and culture podcasts."
Zoom Out: - As of the writing of this newsletter, Barbie has grossed $472,630,780, and Oppenheimer has grossed $220,597,617 worldwide.
- Barbie took in over $162M at the U.S. box office in its opening weekend, while Oppenheimer drew over $82M in ticket sales.
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| 2 | |  What the data says: Uncover was the show that shot up the Canadian podcast charts the most in June, while CounterClock tumbled the most. Other sizable movements include American Scandal vaulting 19 spots and Q jumping 16. 48 Hours saw a positive jump of 12 spots, while The Daily Stoic fell six spots. Sexe Oral and Les chroniques de Pierre-Yves McSween both dropped five spots last month.
Relevance: Triton Rankers unveiled the Canada Podcast Ranker for June. It ranks the top podcasts each month in terms of downloads, and it highlights the sales network and sales representation for each show. Wondery Network and CBC / Radio-Canada were the top sales networks last month, as Wondery had three of the top 10 shows, and CBC / Radio-Canada had four. More data: The top four shows in terms of downloads remained the same from May. Dateline NBC, SmartLess, Front Burner, and Crime Junkie placed 1-4 again, while My Favorite Murder with Karen Kilgariff and Georgia Hardstark jumped Conan O'Brien Needs a Friend to take over the fifth spot. | | | |
| 3 | | Signal Hill Insights and Pacific Content teamed up for a studio on how listeners respond to an ad, whether on the radio or a podcast. When you're listening to a podcast, you can skip an ad, and on the radio, you can't, and this was shown in the results. More: - The study repurposed ads from AM/FM radio to podcasts in order to gauge listeners' reactions.
- Fewer than 29% of listeners liked the ad, while more than half strongly agreed they would skip the ad when it came on.
- Two-thirds of respondents said the ad was "annoying."
- The biggest complaint was that the ad came across as "too loud" and "jarring" when it was on a podcast.
- The takeaway that Pacific Content shared on its blog is that brands have to make something "that doesn't feel like an ad," by making compelling content.
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| 4 | | Podcasts to listen to this weekend! - Trying to win over someone else's family when dating them can be tough. A new podcast from iHeartMedia's My Cultura Network, Date My Abuelita, First! launched today, and it features three single contestants competing for a date with a single guest, but they must date resident Abuelita Liliana first.
- For those endlessly fascinated by the rise in electric vehicles around the world, the eighth season of Land of the Giants is out now with The Tesla Shock Wave. This dives into the forgotten Tesla origin story and what the future looks like.
- With UFOs in the news this week, as a whistleblower told Congress about their existence, listening to That UFO Podcast might do you some good. Host Andy McGrillen brings credible guests to discuss the world around UFOs.
- With Lebron James' son, Bronny, in the news this week after suffering a cardiac arrest at practice at USC, take a listen to Shareef O'Neal, Shaquille's son, interview on the Now for Later podcast. He talks about his life-changing open-heart surgery and what it's like being a celebrity's child.
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| 5 | | The Smithsonian Magazine, the flagship publication of The Smithsonian Institute, has announced the launch of a new podcast in partnership with PRX, There's More to That. It will introduce audiences to the magazine's journalists as they dive into the biggest issues facing our culture today. More: - The show is hosted by The Smithsonian Magazine's Chris Klimek, who has had writings appear in The Atlantic, The Washington Post, Vulture, and more.
- The first two episodes dive into the history of Barbie and J. Robert Oppenheimer to catch up on the "Barbenheimer" moment.
- The magazine covers history, science, and culture. The podcast episodes will be available on major platforms and the magazine's website every other Thursday for free.
- "We are excited to bring Smithsonian magazine's award-winning content to the public on this platform," said Smithsonian Media Senior Vice President Denise Elliott. "This podcast is sure to draw in new listeners and expose them to Smithsonian's expert storytelling."
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| 6 | | In a new whitepaper, Oxford Road CEO Dan Granger said that the idea of a chief audio officer might be something advertising agencies should consider. Granger suggests audio is a "secret weapon" for brands, and a chief audio officer will help an agency take the next step. More: - The audio advertising agency's latest publication on its website discusses why audio differs from other channels and how audio needs a distinct focus within an ad agency.
- It collected advice from four different brands: Shopify, quip, Tommy John, and Indeed, as well as Oxford Road staffers to discuss how to best practices for agencies when it comes to planning out audio strategy.
- "New technologies—like AI, synthetic voices, dynamic ad insertion (DAI), and programmatic buying—make audio more dynamic, digital, and targetable," wrote Granger. "However, we must not sacrifice the bespoke and profoundly personal nature of the channel that gave DAI its power and influence. Chief Audio Officers must take ownership and preserve what makes audio special, using technology as an accelerant rather than a replacement."
- "With podcasts and with audio more generally, you're basing your metrics more on projected impressions or reach. There's less of a surety in exactly what you purchased, and so you need to have more confidence in the results," says Quip VP of Growth Shane Pittson.
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| 7 | | Quick Hits: - Don't miss your chance to invest in Virtuix, one of the fastest-growing startups in the booming gaming market. Invest by 8/10.*
- The Podglomerate has promoted Madison Richards to Senior Manager of Marketing and Audience Development.
- The New York Times and PRX are bringing The Ezra Klein Show to radio by repurposing the opinion podcast as a one-hour weekly radio show.
- NPR's COO Will Lee is exiting his post, effective August 1, after a year and a half.
- Say goodbye to inflammation, joint pain, dry eyes, and discomfort by adding this Antarctic "supernutrient" to your diet.*
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 | Freelance Editor | | Christopher Hachey is a freelance writer and editor based in the New York City area. He has spent most of the past 15 years in newsrooms covering all kinds of topics like sports, tech, business, finance, and commerce. He's now returning to his broadcast journalism roots by diving into podcasting news. Reach out to him at chris@inside.com | | This newsletter was edited by Vibha Chapparike | |
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