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| Hey Insiders! Welcome to a fresh week of Inside Podcasting. We have a kids podcast-centric newsletter as we dive into the Dr. Seuss Enterprises/Wondery deal and the Vlad & Niki series at Audacy. We highlight who outdid themselves in ad spending on podcasts in July and why your favorite local news podcast may be going away. If you find this newsletter useful, please share it with your friends and colleagues. Thank you. Christopher
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| 1 | | In a huge boost for the kids podcast industry, Dr. Seuss Enterprises has inked a deal with Wondery Kids & Family for a new slate of podcasts. The companies will take the long list of some of the most recognizable children-focused IP and turn it into a full slate of shows. More: - The slate will premiere on Sept. 18 with the debut of The Cat in the Hat Cast, a weekly show that follows the iconic adventures of the titular character.
- It is aimed at families with kids ages 3 and up and will appear on Wondery+ in the Wondery App and Wondery Kids+ on Apple Podcasts.
- More series will be announced in the upcoming weeks, all based on works by Dr. Seuss, aka Theodor Geisel.
- This marks the first venture into podcasting by Dr. Seuss Enterprises, which currently has entertainment partnerships with Warner Animation Group, Netflix, and Amazon Prime Video.
- "This deal with Dr. Seuss Enterprises is a milestone moment in establishing Wondery Kids & Family as the premiere destination for engaging family content," said Nicole Blake, head of franchise development for Wondery. "Both Wondery Kids & Family and Dr. Seuss are all about unlocking kids' curiosity, imagination, and wonder. This is truly a natural fit, and we are looking forward to creating an array of programming that entertains and inspires the minds of tomorrow."
Q: What other Dr. Seuss books would you like to see turned into podcasts? Let us know here. |     | |
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What the numbers say: Hewlett-Packard outdid itself with podcast advertising in July. Compared to its June ad spend, it spent over $800,000 on podcast ads last month, a 65,384% increase. Curiosity came in second in terms of the largest change between July and June, spending just shy of $450,000 more last month. Justworks, General Mills, and Panera Bread all were right around the same last month, spending around $250,000 more than they did in June. Relevance: Magellan AI unveiled its monthly report for July that announces the top advertisers in terms of spending on podcast advertising. The analytics company researches podcast advertising data from the top 3,000 podcasts in the U.S. as ranked by Apple Podcasts. It utilizes its AI's proprietary model to estimate advertising spend. More data: BetterHelp, Amazon, and HelloFresh continued to rank 1, 2, and 3 in terms of overall ad spend for podcasting. BetterHelp spent $9.2M, while Amazon spent over $7M, and HelloFresh spent $5.5M. The Northern Virginia Energy Cooperative (NOVEC) made a big splash in spending, going from $0 in June to $155,420 in July. | | | |
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| 3 | | Cumulus Media and Westwood One Audio Active Group have written an analysis of Edison Research's Share of Ear Q2 2023 report and found that podcast growth's surge is continuing. The two companies analyzed what it means to spend an hour with U.S. ad-supported audio. More: - As we discussed last week, this Share of Ear found that Americans are spending more time with on-demand platforms. Podcasts now account for 11.4 minutes of every hour listening to ad-supported audio.
- AM/FM radio represents 41.4 minutes of listening, with podcasting coming in second. Ad-supported Spotify, Pandora, and SiriusXM ranked third with 2.4 minutes.
- AM/FM radio still leads in ad-supported audio shares with 69% of them, while podcasting is up to 19%.
- Podcasts' share of time has nearly quadrupled since Q2 2017, from 5.4% to 19%.
- Listening in the car, AM/FM radio dominates with 85% of shares. Podcasting checks in at just 7%.
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| 4 | | Jason Derulo has jumped from music to movies to podcasts with the announcement of his casting in Underwater, the new romantic, neo-noir thriller podcast from Warner Music Group's in-house podcast network, Interval Presents. The show will be produced by Clamor and Temple Hill Entertainment and costar Alexandra Shipp. More: - The award-winning singer and producer will star as Nico opposite Starr's Ana, as the scripted podcast series is set in a high-end island resort and follows their deep love connection.
- Nico is on a covert mission, and Ana has a lot of skeletons in her closet.
- The show is set to release on Halloween and will feature new music from Derulo that will be woven into the story and score.
- The immersive listening experience will release the first two episodes on Oct. 31, and then the show will come out weekly on Tuesdays following the launch on all major platforms.
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| 5 | | Vlad & Niki, the incredibly popular kids YouTube series, is coming to Audacy with Vlad & Niki Podcast Adventures presented by Flintstones Vitamins. The series is available free right now and focuses on STEM learning and fun and games for children. More: - Created by Russian brothers Sergey and Victoria Vashketov, the Vlad & Niki YouTube series is preschool-focused and has over 230 million subscribers worldwide.
- The YouTube series is localized on 21 channels and translated into 18 languages.
- The podcast series, as well as the YouTube series, is meant for children ages 3 to 6 and will teach children valuable life lessons.
- Vlad & Niki, two brothers, will "dive headfirst into hijinks as they visit cool places like a Candy Factory, a Zoo, and a Toy Workshop."
- Vlad & Niki Podcast Adventures is produced by Jerry Kolber and Adam "Tex" Davis of Atomic Entertainment, who have many kids shows to their name, including previously producing Who Smarted?, Nat Geo's TV series Brain Games, and Netflix's kid science show Brainchild.
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| 6 | | NPR attempted to launch a show that would mix both local and national news when it launched Consider This two years ago. The localized version of the show, which took stories from NPR's All Things Considered, as well as stories from 12 participating local stations, will be canceled as of Sept. 2 More: - Listeners in 10 markets have been able to hear a more targeted version of the news with Consider This six days a week since September 2020.
- The 10 markets were Philadelphia; Dallas; Minneapolis; Chicago; Boston; San Francisco; Los Angeles; New York City; Portland, Oregon; and Washington, D.C.
- Consider This will continue as a national podcast in September.
- When it launched, it was considered the first localized daily news podcast. But the workload and technology to provide the localization had become "more and more difficult" to do, according to Joel Sucherman, NPR's VP of audio platform strategy.
- NPR used AdsWizz to deliver localized news, similar to how podcasts use it for localized sponsorship messages.
- Localization "didn't prove sustainable," said NPR"s Isabel Lara in a statement.
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- Tink Media founder Lauren Passell put up a blog post of what people at Podcast Movement last week were listening to.
- SpokenLayer, the digital audio creative studio, has signed Veritone to handle its ad sales.
- Adswizz posted a story on how it looks for fraud when serving digital audio ads.
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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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