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| Happy Leap Day! Here are the biggest stories in podcasting today. - B2B brands are spending on podcast ads
- Where you live can affect what you listen to
- The Black Effect Podcast Festival is returning
Have a great weekend! Christopher
p/chris951156 | |
| 1 | | Over the past 14 months, business-to-business brands spent more on podcast advertising than they ever have before, according to research by Magellan AI. From January 2023 to February 2024, B2B brands have spent $182M on podcast advertising. More: - NetSuite, a cloud-based enterprise software company, leads the way with more than $17.4M spent, estimates by Magellan AI show. ExpressVPN, a VPN company, comes in second with $13.7M, according to Cumulus Media.
- LifeLock, Stamps.com, and ShipStation round out the top five for B2B podcast ad spending.
- B2B brands are utilizing podcast advertising more now because of the growth of on-demand listening. The advertising doesn't always have to be timely when users are able to listen to a podcast whenever they want.
- "Podcasting is becoming a growing media platform for B2B brands," said Pierre Bouvard, Chief Insights Officer at the Cumulus Media/Westwood One Audio Active Group. "Nielsen Scarborough examined the weekly reach of media among business decision-makers — and two out of five business decision-makers are being reached by podcasting."
- Nielsen Scarborough data shows the median age of heavy podcast listeners is 41 years old, and the median age for business decision-makers is 42. B2B brands are targeting decision-makers with their advertising, according to Bouvard.
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What the data says: Where you live affects what you tend to listen to, according to research from Edison Research. Rural listeners spend 43% of their listening time utilizing AM/FM radio compared to consuming podcasts for just 6% of their daily listening time. Suburban listeners are a bit higher for podcast listening, using 11% of their listening time on shows, while 36% of their time is consumed by AM/FM radio. Listeners who live in urban areas have a lower AM/FM radio listening percentage at 34% and a higher podcast listening percentage at 13%. Relevance: Edison Research provided some samplings from its Share of Ear report to highlight urban, suburban, and rural listening habits. Share of Ear measures all audio usage, not just radio and podcast listening. The percentage between the two mediums is nearly identical, meaning that the amount of time that people in all these areas budget for podcast and radio consumption comes out to about the same. More information: Edison Research utilized responders' answers based off of how the U.S. Census defines where they live (urban, rural, or suburban.) This was taken from the Q4 2023 data of listeners ages 13 and older. | | | |
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| 3 | | The Black Effect Podcast Festival 2024 will take place on April 27 at Pullman Yards in Atlanta, Georgia. iHeartMedia and Charlamagne Tha God, founders and creators of The Black Effect Podcast Network, announced the news in a joint statement. More: - The Black Effect Podcast Festival returns to "celebrate, uplift, and amplify Black voices in the podcast industry." There will be live tapings and panels throughout the day that fans and podcasters will be able to sit in on.
- The 2024 festival will be the second annual one, and it will feature some of Black Effect's most famous shows, including "Carefully Reckless with Jess Hilarious," "WHOREible Decisions," "Black Tech, Green Money," and "Deeply Well with Devi Brown."
- The festival will be hosted by comedians Pretty Vee and B-Daht. Tickets are on sale now here.
- Last year's show sold out and was attended by thousands of guests.
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| 4 | | Podcasts to listen to this weekend! - If you love Will Ferrell, you can't miss his appearance on "My Momma Told Me," which is a joint production between his Big Money Players Network and iHeartMedia. Ferrell sits down with hosts Langston Kerman and David Gborie to discuss big conspiracy theories in the Black community, including one involving Stevie Wonder.
- "Blue Sky" is a podcast from The Optimism Institute and is meant to inspire listeners with a hopeful vision of our world. Host Bill Burke, founder of The Optimism Institute, sits down with researchers, authors, and others each week to look at how. to take on life's toughest challenges with optimism. This week's episode features a conversation with podcast host and author Kelly Corrigan.
- The new season of "Love Letters" from The Boston Globe began in January and looks at the supporting cast of love stories as episodes focus on friends, relatives, and others that help in our romantic lives. The show is hosted by The Boston Globe advice columnist Meredith Goldstein.
- Prepare for the third season of "Stolen" on Spotify by listening to the first two seasons again. Host Connie Walker will look at two missing women in the Navajo Nation in this season's case. Season 1 focused on a missing Indigenous mother, and Season 2: Surviving St. Michael's won both the Pulitzer Prize and Peabody Award as it took a look at secrets in the Canadian residential school system and Walker's family history.
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| 5 | | Adelicious, the U.K.-based independent podcast hosting and monetization network, has announced the addition of six podcasts to its lineup for 2024. The company is coming off a year that saw its network listens rise by 314%. More: - The shows that are being added are "The Declutter Hub," "Growth Mindset Podcast," "This is Not a Drill," "Media Storm," "The Chipping Forecast," and "Gorilla Podcast."
- "The Declutter Hub" and "Growth Mindset Podcast" are both psychology and wellbeing podcasts. "This is Not a Drill" is a news podcast hosted by former BBC News presenter Gavin Esler. "Media Storm" is hosted by Mathilda Mallinson and Helena Wadia and looks at current affairs. "Gorilla Podcast" is a WWE fancast, and "The Chipping Forecast" focuses on golf and is hosted by Andrew Cotter, Eddie Pepperell, and Iain Carter.
- Adelicious has seen success with its boutique, invite-only approach and will continue to look to expand its programming as the year continues.
- "These new shows are already well-established, coming from top-tier content creators, so they are always looking for ways to keep shows fresh and interesting for their listeners," said Craig Eastwood, Commercial Operations Director at Adelicious. "We already have lots of plans in place to help them grow their audience and develop great brand partnerships to ensure they see positive, impactful results with us here at Adelicious."
Zoom Out: - Earlier this month, Adelicous promoted its managing director, Andrew Goldsmith, to CEO, and Adelicious' co-founders, David McGuire and Pascal Hughes, moved to the newly-created roles of co-chief growth officers.
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| 6 | | Ausha, the all-in-one podcast growth platform, has unveiled a Podcast Search Optimization (PSO) control panel. The PSO is compatible with shows on all platforms, not just ones that utilize Ausha. More: - The Podcast Optimization tool is being offered to all podcasts after more than 700 people attended Ausha's live demos on podcast search optimization.
- Many podcasters reached out to Ausha and expressed interest in the PSO control panel despite not being hosted on Ausha. Ausha's developers created a solution that allows podcasters to link their shows to the tool to utilize it.
- This marks the first time that Ausha has opened one of its proprietary Podcast Marketing tools to shows that are hosted on other platforms.
- You must have an Ausha PRO subscription plan to access the control panel.
- While utilizing the PSO control panel, podcasters will be able to identify the best keywords that their shows can rank for in an effort to boost their searchability. It also allows for real-time keyword monitoring.
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| 7 | | Quick Hits: *This is a sponsored post. | | | |
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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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