🎙️TODAY’S BRIEF

• 🔥 Nielsen's Radio Measurement Shift: 24% Audience Boost and What It Means for Advertisers

• 🚨 Podcast Insight: Audio Advertising Revolution: How AI and Emotion Are Reshaping the Industry

• 🌏 Podcast Elsewhere: iHeartMedia Leads Podtrac Rankings for Publishers and Sales Networks.

👋 Hi, Podsky!

Miguel here!. I was absolutely thrilled to read the latest study from Audacy and AC Nielsen, as well as learn more about the innovative technology in audio. That's why I love podcasting!

As you know, we would not be able to continue our work without our super fans who continue to support us. We are happy to announce that we are now accepting Bitcoin donations ( BTC: 38x24MAkRDQxgB4kbqUWA5eDJKWpS48G3A ). You can check out our advertising page for more sponsorship or donation options.

I just wanted to say a big, heartfelt thank you for your continued support of our newsletter. We simply couldn't do it without you!

As always, contact us via email, and don't forget to sign up for this newsletter here if you haven't already. Encourage a friend to subscribe as well!

Today’s issue takes 10 minutes to read.

Let’s dive in on today’s newsletter. - Miguel

⬇️Listen : A comprehensive summary of the latest developments in podcasting, based on insights from the Podwires newsletter.

NIELSEN
🔥Nielsen's Radio Measurement Shift: 24% Audience Boost and What It Means for Advertisers

It has been said that if Nielsen goes to a 3-minute credit for listening in the PPM markets, then radio advertising may finally be rechanged. According to some reports of Nielsen on a confidential basis, this may translate into a possible increase of as much as 24% in local market audiences and up 10% nationally, fundamentally altering how advertisers perceive and use radio. Where radio beats out TV ratings among coveted demos, marketers will have to prepare for an audio-dominant future that could very well bring new strategies and budget shifts for ads.

Confidential Nielsen data provided only to clients estimates that moving from a 5-minute to a 3-minute quarter-hour listening credit in PPM markets would dramatically increase the radio audiences measured. This report, powered by Nielsen's unprecedented reprocessing of May 2024 data and unmatched analysis by Westwood One, projects local market audience increases of +24% and national audiences up +10%. This change could accelerate radio's growing lead over TV in the important demographics and could have major implications for advertisers' strategies and ROI.

The Key points:

• A potential +24% increase in local PPM market audiences and +10% nationally

• Radio is projected to beat TV ratings in the 25-54 segment by 13% in 2025

• 7% growth in daily reach and 4% growth in weekly reach is projected

• Younger demos may have even more significant audience gains, such as 18-34 and 18-49

• A reduced ad stopset could yield greater audience retention and more impactful ads

Our Analogy : Consider this change akin to changing the lens on a camera. The camera-Nielsen's measurement-was out of focus before and didn't capture all the detail in the picture-radio listening. Move the lens-3-minute credit-and now you can see a sharper, fuller picture of radio's audience. Like how a sharper photograph might make a scene more appealing, this clearer picture of radio listenership might offer dots and dashes that will make radio a more comparative choice for advertisers-which, in turn, might reshape the media landscape.

Our view: As podcast producers, this shift in radio measurement has huge implications for our industry. Though this change directly affects traditional radio, it indirectly impacts podcasting in a number of ways. First, it might lift the tide of all advertisers' interest in audio formats and therefore help raise all boats, including podcasts. On the other hand, it might ratchet up the competition for ad dollars between radio and podcasts. Also, it might change how podcast listenership will be measured and valued in the future. One would expect to stay updated on such a development and prepare one's ability to articulate the unique benefits of podcasting in such an audio landscape flux in order to remain competitive.

🗞️ TL;DR - PODCAST NEWS

• Headliner Unveils Free Video Support Feature for Podcasters. Headliner, a leading platform for podcast marketing, is excited to announce the launch of its free, enhanced video support feature, empowering video podcasters to seamlessly clip and caption their video content.

• iHeartMedia Leads Podtrac Rankings for Publishers and Sales Networks. With summer over and routines back to normal, listening habits for podcasts changed. Some networks grew while others fell slightly in audience and downloads, according to Podtrac's monthly update.

• Public Broadcasters Collaborate on Podcast Investigating Canada's Largest Art Crime. A new podcast from ABC and CBC/Radio-Canada delves into the life of well-known Indigenous artist Norval Morrisseau and the massive art fraud scandal that surrounded his work. It also looks at larger questions about how Indigenous art is viewed and valued.

PRESENTED BY PODWIRES MARKETPLACE
Hire Top Independent Podcast Producers for Your Business

Podcasting is a powerful way to grow business, and Marketplace Podwires is here to assist you in the easy hiring of top-rated independent podcast producers. Be it branded podcasts that share your products with the entire world or internal series aimed at engaging and energizing your teams, our expert producers can craft stories that meet any brief and bring more personality to your brand's voice. Begin with Marketplace Podwires, and find a dream producer for your project today!

Learn More

This section is a paid advertisement. If you are interested in advertising, let's talk.

PODCAST INSIGHTS: 
Audio Advertising Revolution: How AI and Emotion Are Reshaping the Industry

The audio advertising landscape has reached a transformative period, amply driven by surging creativity, AI innovation, and evolving consumer behaviors. Savvy marketers now rise above clutter through emotional storytelling, integrate artificial intelligence tools, and connect with fan bases to break through. Where consumption is at an all-time high across platforms, brands that master these emerging trends can establish deeper connections and achieve remarkable outcomes.

It does so by flagging four major pathways through which advertisers can learn to dominate the new audio landscape: unleashing creativity, harnessing the AI revolution, upping measurement, and unlocking new audiences. In this report, data and expert contributions come together to paint a forward-looking vision of audio's critical role in the greater media and advertising landscape.

The Key points:

• The return of emotion-driven, right-brain creative approaches in audio advertising

• AI's increasingly important role in creative production, media buying, and campaign optimisation

• The merging of brand building and performance marketing objectives

• New unified cross-platform audio measurement solutions upend the way advertisers can measure their audio campaigns' effectiveness.

• New targeting approaches including superfans, predictive audiences, and Gen Alpha

Our Analogy: If this audio landscape were an ecology, it would be a fast-changing one, adapting like the animals living in an evolving ecosystem. Advertisers, too, must evolve to thrive in the new audio world. The classic "radio spot" is the old-growth tree-still valuable today but insufficient on its own. Today, marketers need to grow a rich forest of audio tactics, using AI as nutrient-rich fertiliser to drive growth, emotion as vital sunlight to energise the campaign, and next-generation measurement as essential irrigation to ensure fruitful outcomes. Those mastering this new ecosystem will have their brand messages in full bloom across the audio landscape.

Our view: As podcast creators, we believe that these trends create exciting opportunities with a set of new challenges. Greater focus on audio advertising means more possibilities for revenue and more resources to develop great content for podcast creators; however, we have to be sensitive to how we integrate ads without losing the organic nature and close relationship between podcasters and their audience. While the rise of AI tools may help streamline production processes for us, it needs to ensure that these complement and do not supplant the human touches that listeners prize most. Overall, embracing innovation while remaining true to the strengths of the medium will help us shape a future in which podcasting will play an even more vital role in the media and advertising ecosystem.

Full report below 👇️ 

 🪧 FROM OUR SPONSOR

Brain food, delivered daily

Every day we analyze thousands of articles and send you only the best, tailored to your interests. Loved by 505,153 curious minds. Subscribe

Looking for unbiased, fact-based news? Join 1440 today.

Upgrade your news intake with 1440! Dive into a daily newsletter trusted by millions for its comprehensive, 5-minute snapshot of the world's happenings. We navigate through over 100 sources to bring you fact-based news on politics, business, and culture—minus the bias and absolutely free.

Subscribe to 1440 today.

🗞️CLASSIFIED ADS

• The Podcast Haven - Podcast Production For Business Leaders, Global Enterprises, and B2B Agencies

• Creator Spotlight - Your guide to building an audience with world-class social media and newsletter content. Creator deep-dives every Friday.

• Trailer Mixtape - is your destination to find the best of the many exciting new podcasts out there. Each episode brings you a playlist mix of fresh, vital, and thrilling podcast trailers—new and trending—on comedy, true crime, news, and more.

• Podwires Newsroom - A comprehensive summary of the latest developments in podcasting, based on insights from the Podwires newsletter.

• That Podcast Exchange - This podcast interviews top performers and deconstructs them to find tools, tactics, and tricks to help you become a successful podcast producer.

This section is a paid advertisement. If you are interested in advertising, let's talk.

CASE STUDY BY MAGELLAN AI
🎧Podcast Advertising Breakthrough: How Wildgrain Scaled Audio Success with Precision Tracking

In a groundbreaking move that's reshaping the podcast advertising landscape, Wildgrain, the subscription-based baked goods company, has partnered with Magellan AI to revolutionize their attribution strategy. This collaboration has not only solved longstanding challenges in tracking and performance measurement. It has also unlocked unprecedented growth potential for Wildgrain's podcast campaigns. The outcomes include dramatically improved conversion rates, significantly lower customer acquisition costs, and a newfound ability to scale audio advertising like never before.

According to a case study by Magellan AI, Wildgrain's podcast ad campaign in early 2024 faced challenges with promo code leakage and conflicting website offers. Through the transition to Magellan AI from a competitor, Wildgrain significantly improved tracking, reduced acquisition costs, and effectively expanded their audio advertising initiatives. The study highlights that improved pixel opt-in rates, more accurate attribution, and detailed multiplier data played a crucial role in driving Wildgrain's success.

The Key Points:

• Magellan AI's pixel captured 32.9% more conversions compared to previous methods.

• Large podcasts demonstrated a higher average multiplier of 4.06, while smaller shows had an average of 2.20.

• Wildgrain successfully addressed promo code leakage issues, resulting in a significant enhancement of their attribution accuracy.

• The partnership resulted in reduced Customer Acquisition Costs (CAC) and improved budget allocation efficiency.

• Wildgrain plans to launch a new campaign in the fall with Magellan AI, highlighting their trust in the company's exceptional support and analysis.

Our Analogy: Think of podcast advertising like fishing. Before, Wildgrain was fishing with a basic rod and bait, catching some fish but not sure which spots were best. With Magellan AI, it's like they've upgraded to a high-tech fish finder that shows exactly where the fish are and how big they are. Now, Wildgrain can strategically target the most lucrative areas, attract more customers like fish, and minimize resource wastage in unproductive areas, akin to conserving time and bait (money) while fishing.

Our View : As podcast producers, this development is exciting because it demonstrates the growing sophistication and effectiveness of podcast advertising.

Better attribution and performance tracking mean advertisers are more likely to invest in our medium, potentially leading to increased revenue for podcasters and higher-quality content for listeners. It also encourages us to be more strategic about ad placements and partnerships, as we can now more accurately demonstrate our value to potential advertisers. This shift has the potential to lead to more personalized and relevant ads for our audiences, ultimately enhancing the overall listening experience.

🚀HIRE A PODCAST PROFESSIONALS

👉 Would like to be featured in our newsletter?. Come along with the growing number of podcast professionals who rely on PODWIRES Marketplace to make their journey easier. Register right away.

👀 Hiring? Or looking for a new job

Grow your business through podcasting. Marketplace Podwires connects you with skilled producers who can craft compelling stories that align with your brand. Start your podcast journey today!

📌 NOTICE BOARD

• October 3 & 4 : International Women's Podcast Festival - London, UK

• October 8 : Café Convos: A Networking event by BIPOC Podcast Creators - New York, USA

• October 18- 20 : Afros & Audio Podcast Festival - Baltimore, MD

• January 16 -18 : Podfest Expo - Orlando, USA

• January 14 - 15th : Brand Podcast Summit - Virtual

Visit Podwires Marketplace to post your upcoming events or job openings for free.

🔆 FROM OUR COMMUNITY

• How you measure the success of your podcast is a personal matter that depends largely on your goals. Katie Paterson of Podcast Host explains.

• In this conversation, Michelle Altman and Hillary Frank discuss the process of creating original audiobooks, deal structures, and the opportunities presented by this exciting new medium.

• In this latest Podbean blog post by Roni Gosch, wrote 3 Ways to Boost Your Podcast’s SEO with Podbean AI

📢 SHARE PODWIRES NEWS

We hope you enjoyed our newsletter!

We'd love for your friends to join us too! Just forward this email to them or send them your unique link: https://magic.beehiiv.com/v1/ebb82c8c-b558-4654-b542-a76f67e10d04?email=

Hey there! Just wondering if this newsletter was forwarded to you? 🤗 Sign up here (it's free!)

🛠️ PODCAST TOOLBOX

• 📢 Zencastr is an all-in-one podcast production suite that gives you studio quality audio and video without needing all the technical know-how.

• 🎙️Rode - is an Australian-based audio technology company specializing in the design and manufacture of microphones, headphones, audio interfaces, and audio software.

• 🎧 Epidemic Sound - is a company that provides content producers with access to a sizable library of royalty-free music.

• 📼 Tubebuddy - is a complete tool for YouTube channel management and growth.

• 🪀 Swell AI turns podcasts or videos into transcripts, clips, show notes, articles, summaries, titles, newsletters, social posts, and more.

Browse more Tools ➡️

DISCLAIMER This podcast toolbox includes affiliate links If you decide to make a purchase using them, we may receive a small kickback which helps to support the newsletter which allows us to operate it. Thanks in advance!

Podwires is here because of our incredible partners' unwavering support.

FROM THE TEAM

📖 I appreciate you taking the time to read! See you in the next issue. Got a question or criticism? Just click on Reply. We can talk while we are here.

🎧 Check out our podcast, the one and only "That Podcast Exchange” - This podcast is an insightful conversation with people at the top of their game and deconstructs them to find the tools, tactics, and tricks to help you achieve your dream goal as Podcast Manager.

✍️ Give us a press release and a good-sized landscape photo. Make sure it's newsworthy. Send press releases to [email protected] or click here. Editorially, we may rewrite headlines and descriptions.

📬 Sponsor us and get your brand in front of thousands of Independent Podcast Producers and podcasters. Email us at [email protected] for more information or as personal supporters via Patreon, as your contributions help us enhance the experiences of all our users.

🖊️We are delighted to hear from our subscribers! We would be happy to publish your testimonial if you have found our newsletter to be helpful or if you have a success story to share. 👉 Post a Testimonial: https://testimonial.to/podwires

🚀 We are here to help you succeed! Fill out a 5 minute survey and tell us more about your business and yourself. These questions will help us better understand you and promote your business as part of our mission. It’s a win-win!

The Podwires readers receive journalism free of financial and political influence.

We set our own news agenda, which is always based on facts rather than billionaire ownership or political pressure.

Despite the financial challenges that our industry faces, we have decided to keep our reporting open to the public because we believe that everyone has the right to know the truth about the events that shape their world.

Thanks to the support of our readers, we can continue to provide free reporting. If you can, please choose to support The Podwires