Ron Burgundy podcast fails to hit the mark for iHeartRadio
This article is at least a year old
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Podtrac have published their stats for February 2019. February included the much-hyped Ron Burgundy podcast, which released its trail on Feb 1 and launched on Feb 8; yet iHeartRadio’s figures in total were virtually flat, at 5.28m downloads a day (rather than 5.22m the previous month). iHeart remains the global leader for downloads, while NPR remains the US #1 based on unique audience. (As ever: Podtrac only measures some US-based publishers and their methodology is proprietary and opaque. Here’s more on podcast stats.)
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What’s the secret to successful podcast advertising? US radio network Westwood One says: “communication is best when it’s transparent, real, direct, and tells a story. Apply that to a podcast ad and the audience will appreciate it.”
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Listen calls itself “the only podcast app built with multi-tasking and beauty in mind.” The first version features unique gesture-based navigation for on-the-go listening, including a queue system, and it’s available for iOS here. Meanwhile, the iOS app for Stitcher has also had an update.
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The Guardian's podcasts are the subject of coverage in Digiday, including an estimate of the total size of the UK podcasting ad market: £25m (US $33m) from veteran adbuyer Howard Bareham. The Guardian’s daily podcast has eight people working on it, according to the article.
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Meanwhile, The Guardian covers have podcasts sold out?, a critical look at the launch of Luminary and similar services. The excellent article interviews many excellent people who all say excellent things, especially the second person to get a quote.
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Edison Research’s Tom Webster writes about the significant new podcasting stat hiding in plain sight: it’s a figure that’s flat.
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“Based on recent conversations I’ve had across some corners of the community, Luminary has attracted a level of bile I’ve never encountered before,” says Nick Quah in this week’s HotPod.
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Pandora’s executive creative director Lauren Nagel says that every brand needs to consider sound, in a speech at SXSW.
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The IAB published a list of “direct brands to watch”. Magellan have examined the list, and concluded that 4 out of 10 of them have tried podcasting. The podcast ad research company says that personal care products are most likely to have added podcasting to their marketing mix - companies like our new favourite electric toothbrush company Quip (see below).
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Podcaster communities are all over the place, and they use a bunch of different tools. Spreaker looks at eleven of them, and how they make their communities a success.
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We should have covered this last week, but for the record, Maryland’s highest court has denied a new trial for Adnan Syed, the subject of Serial, in a 4-3 opinion.
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Job: Podcast Audience Producer, The Economist, London UK
This link is no longer available, as at Aug 11 2023 -
What happens when Chinese and Western podcasters meet? asks Siobhán McHugh from the University of Wollongong in Australia.
“What do you know about Serial?” I asked, before bringing up the slide. A [Chinese] broadcaster reflected. “It’s something you have for breakfast?” He was not making a joke. That’s when I realised what cultural difference truly means.
Podcasts
Programming notes
- Thank you to Quip - perfect oral care, delivered - for your kind support of our favourite podcasts and now of Podnews too! (Psst: They’re available internationally, apparently).
Companies mentioned above:
IAB
NPR
Podtrac
Spreaker
Stitcher
YouTube
