iVoox, Spain’s largest independent podcast platform, is launching its first television advertising campaign in partnership with Mediaset España, marking a significant expansion into broadcast media for the audio streaming company.
The campaign, developed by creative agency Drop&Vase, centers on the concept “iVoox no te lo acabas” — roughly translated as “You’ll never finish iVoox” — and emphasizes the platform’s extensive catalog of diverse content. The spots will air in two waves throughout 2026, focusing on two of podcasting’s most popular genres: true crime and comedy. The advertisements showcase everyday listening habits, including scenarios such as consuming true crime content before sleep and listening to entertainment podcasts while performing household tasks.
The platform reported more than five million unique listeners monthly and maintains the largest podcast catalog in the Spanish language. Since its founding in 2010, iVoox has positioned itself as a major reference point in the Spanish-language audio ecosystem while maintaining independence from global technology giants that dominate the broader streaming sector.
“Giving the jump to television was an opportunity to continue advocating for the power of audio and independent, diverse podcasting,” said Laura Torner, director of marketing at iVoox. “With this campaign we wanted to reflect real listening habits from up close and continue building brand recognition.”
Ana Vida, founder and creative director of Drop&Vase, described the collaboration as aligned with the platform’s values. “One of the things that most attracted us to iVoox was its ability to consolidate itself with an idea and product of enormous quality while maintaining its independence,” Vida said. “In an environment where many startups lose their essence as they grow, iVoox has managed to preserve that original magic. It has human potential, product potential, and an idea that we find impressive.”
The television spots employ narrative techniques grounded in sound design and tension, drawing from true crime podcast conventions while incorporating humor to reinforce brand recall. Production took place in Barcelona with production company Retina Contents leading the execution. The creative approach reflects the auditory nature of podcasting itself, translating the audio-first medium’s conventions into a visual broadcast format.
The campaign represents a strategic evolution for iVoox as the independent platform seeks to increase brand awareness in a competitive marketplace. The company has grown from a pioneering startup into a comprehensive ecosystem for audio listening, discovery, and content monetization. The transition to television advertising underscores iVoox’s confidence in its market position and its ability to compete with larger international platforms while preserving its independent identity and community-focused approach.
For podcast producers and audio professionals, iVoox’s television campaign signals growing mainstream acceptance of podcasting as a cultural medium worthy of mass-market advertising investment. The campaign’s emphasis on relatable listening scenarios and content diversity reflects broader industry trends toward normalizing audio consumption across everyday activities. As traditional media companies increasingly recognize podcasting’s cultural relevance, such campaigns may influence how audio platforms market themselves and position podcasts within the broader media landscape. iVoox’s investment in television advertising demonstrates confidence in the medium’s continued growth and suggests that independent platforms can compete effectively against larger competitors through strategic brand positioning and authentic storytelling.
Source: Ivoox — Read the original article →
