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| Here are the lead stories for today's newsletter. - Magellan AI released its November data on the biggest spenders in podcast advertising.
- Tink Media is expanding its Podcast Therapy program.
- Western Sound and APM Studios are partnering on a podcast about the Deepwater Horizon Oil Spill.
Thanks so much for reading! Christopher
p/chris951156 | |
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What the data says: November was a huge month for sports podcasts in terms of ad spending, as 12 of the top 15 companies for advertising primarily focused their campaigns on sports shows. Just a month ago, only six of the top 15 companies spent mostly on sports podcasts. Six of the companies used comedy podcasts as the main vehicle for their ads in October, but only one, HelloFresh, continued to focus on comedy this month. Relevance: Magellan AI released its November survey on the top 15 podcast advertisers. BetterHelp continued its stay at the top of the podcast advertising list, spending $9.3M in November, compared to $8.2M in October. Amazon and HelloFresh remained in the No. 2 and No. 3 spots, but Amazon increased its overall spending, and HelloFresh decreased its. More data: Apple jumped from No. 15 in October, when it spent $1.8M, to No. 4 in November, when it spent $4.1M in podcast advertising. Shopify leaped from No. 11 to No. 5, with just shy of $2M more spent in November. Some brands that spent more than $1M in November, much larger than in previous months, were MasterClass (over $1M), Aura Frames (over $1.3M), and Uncommon Goods (over $1.4M). |     | |
| 2 | | Tink Media, a marketing and public relations firm for podcasting, has announced an expansion of its Podcast Therapy program with Podcast Group Therapy. This will open up affordable marketing strategies with niche-focused sessions among small groups of 10 that meet with Tink's marketing experts. More: - The sessions will be focused on helping podcasters boost their advertising in their specific genre and boost their goals.
- Podcasters will have the choice of sessions that cover topics like successful launches, promo swaps, and genre-specific marketing. The inaugural session, "How to Make Podcast Friends," will help podcasters find partners for collaborating.
- "Podcast Group Therapy is the most exciting thing Tink has done," said Lauren Passell, founder of Tink Media. "We've always wanted to open it (Podcast Therapy) up to more people—we think it's a great ROI, but sometimes it isn't within people's budgets…So we thought…what if we welcomed more people into these sessions?"
- The price is $100 per person for a one-hour group session.
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| 3 | | Western Sound and American Public Media's podcast studio, APM Studios, are partnering for a new investigative podcast about the impact of the Deepwater Horizon Oil Spill. Titled Ripple, the show will launch on Jan. 11, 2024, with the first two episodes premiering. More: - Hosted by Dan Leone, the production director of Western Sound, the show follows him as he travels the Gulf Coast of the U.S. to document how the oil spill in 2010 is still impacting the coastline.
- The Deepwater Horizon Oil Spill is slated to be the subject of the first season of the series, with other seasons focusing on returning to the scenes of major events and looking at the lasting impact of them.
- The podcast dives into the emotional toll that the Deepwater Horizon Oil Spill has taken on the people who lived it and were there for the clean-up efforts.
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| 4 | | Acast and CAMH Foundation (the Centre for Addiction and Mental Health Foundation) have teamed up for a multi-part podcast advertising campaign that focuses on mental health and addiction resources. The campaign will feature Marc Maron of WTF with Marc Maron and Catherine Belknap and Natalie Telfer of Cat and Nat Unfiltered. More: - The hosts will bring their experiences with addiction and mental health in order to alert listeners to resources they can use if they are struggling.
- The first versions of the campaigns ran across the shows in the fall and were done with host-read sponsorships, Sponsored Stories where the hosts told personal stories about their own journeys, and 30-second audio ads.
- The latest iteration began a few weeks ago, and the current ads are meant to remind listeners that they are not alone during the holiday season. The ads will continue into 2024.
- "We believe in the magic of podcast advertising and the deep connection that listeners feel towards their favorite hosts when they hear them talk about brands and services," said Sarah Chamberlin, CMO and VP of Community Giving and Engagement at CAMH Foundation. "We were excited to partner with Acast's team and ad targeting tools in helping spread our important message about addiction and mental illness."
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| 5 | | President Joe Biden recently sat down with Conan O'Brien at the White House for a podcast interview. The latest episode of Conan O'Brien Needs a Friend will premiere tomorrow, Dec. 20. More: - The episode will debut on all supporting podcast feeds and also air on SiriusXM's Conan O'Brien Radio channel.
- O'Brien met with reporters in the White House briefing room while he was at the White House and said he was a "huge history buff and nerd," discussing the White House and the briefing room itself.
- "They won't let me take questions, but boy, I have the answers to everything," O'Brien told reporters in front of the room.
- Former President Barack Obama and former First Lady Michelle Obama have also been guests on O'Brien's podcast.
Zoom Out: - Last month, Biden sat down with Anderson Cooper for an interview for his All There Is podcast.
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| 6 | | Wondery and Dr. Seuss Enterprises are continuing the holiday festivities for another year as the new hit podcast, 'Tis The Grinch Holiday Podcast, has been greenlit for a second season. The show, currently No. 2 in the Apple Podcast Kids & Family charts, wrapped up its first season yesterday. More: - The show is hosted by the Grinch, voiced by Saturday Night Live star James Austin Johnson, along with his trusty sidekick and dog, Max.
- The Grinch brings on famous guests to discuss the holidays as they try to get him to embrace the Christmas spirit.
- Guests have included Seth Meyers, Chloe Bailey, Meghan Trainor, and Patton Oswalt.
- Johnson will return for the second season to voice the famous curmudgeon.
- "We are delighted by listeners' positive reactions to season one of Tis The Grinch Holiday Podcast," said Dr. Seuss Enterprises CEO Susan Brandt. "James Austin Johnson has a fresh, unique take on the character in this new medium that fans of all ages and generations can enjoy. We look forward to continuing our partnership with a second season."
Zoom Out: - Back in August, Dr. Seuss Enterprises announced it would partner with Wondery as it expanded into the audio landscape.
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| 7 | | Quick Hits: - Smart investors are generating passive income by selling their shareholder voting rights. Register on Shareholder Vote Exchange to start earning.*
- Podnews created a comparison tool for podcasters to see how their shows compared to Netflix shows in terms of viewers/listeners.
- RedCircle predicts a drop in podcast advertising in January in a new blog post.
- The Verge's Hot Pod posted an interesting read on Mailchimp, one of the biggest advertisers in the podcast realm, pulling out of a deal with Pineapple Studios because they didn't want to work with union producers.
- 100K companies automate scheduling with Calendly. Teams are seeing 2x conversion rates, 30% increased customer retention, and 323% ROI. Sign up free.*
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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 Aaron Crutchfield | |
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