Ad Infinitum S3E12 - Infinite Prompts

How will the industry shift with 200k AI episodes? Or with Netflix’s $400M podcast push? How do audio and video podcasts actually stack up for attention? Find out on a new Media Roundtable: Industry Edition, sponsored by our friends at ALLCITY Network.

Dan Granger (CEO & Founder, Oxford Road) breaks down the biggest stories and their potential impacts on the industry with fellow audiophiles:

• James Cridland (Editor, Podnews & Podcast Business Journal)
• Spencer Semonson (Media Supervisor, Oxford Road)
• Todd Elbrink (Director of Strategy & Performance, Oxford Road)
• Tucker Peleuses (VP of Strategy & Insights, Oxford Road)

The team is talking: Cheap TV, Video vs. Audio Attention, and Wading Past AI Slop. Let’s dig in.

“How do we make sure that we don’t get run over, for those of us that really care about the human connection piece?”

– Dan Granger (CEO & Founder, Oxford Road)

Netflix’s $8M Question – Netflix is offering 50+ podcasts to leave YouTube for $8M. If Netflix thinks podcasts are just cheaper TV, this move makes sense. But most podcasters don’t think about themselves that way. They build audience connection in a wildly powerful and efficient way. Leaving open platforms for closed ones diminishes that power. Todd’s hot take: Podcasters looking for a fast payday should take the exit and leave the others to grow their audiences.

Attention Increases ROI – A new study found that video podcasts cost 77% more to produce than audio, but audio beats video for completion rates (66% vs 61%). Audio’s an incredibly efficient way to grab and hold attention. That said, adding a video component actually increases plays for the audio version. The TLDR for CAOs: audio and video both help your campaigns. Measurement’s going to be harder, but it’s worth it. And in the meantime, keep asking for better measurement tools to anyone who’ll listen.

Protecting Human Connection – Ashley Carman’s Podcast Business Summit encapsulated the fight for the soul of podcasting. Inception Point boasts +200k AI episodes (all without QC). Netflix hopes to entice shows to take the sure money, and creators want to stay in control and help build brands (their own and their partners). While there’s money to be made in all directions, trying to protect the heart of podcasting, the authentic human connection, is only possible from some paths. CAOs: Uncertainty creates opportunity–for your shows that work, start conversations that can deepen your partnerships. If you value the connection between your creators and their audiences, continue to invest in them, and they’ll continue to invest in you.

Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.

The Classifieds

These Tea Leaves See Profits In Your Future

Network: Sony Podcasts / Monthly Downloads: 200k

This week is all about being grateful for the things you have, and being grateful for the podcasts we shall receive. Our first feature premieres in January, and it is the perfect way to kick off a new year. Haley Sacks (@mrsdowjones) wants to put spending power back in the hands of women and educate them on their financial futures. Sacks has built a subscriber base of 1.3M followers through her social media, video courses, and product reviews, all geared towards women trying to build wealth for future generations. Her advice covers a variety of topics, such as sustainable buying practices, smart lifestyle choices, long-term investment strategies, and market insights. This podcast will most likely align with her socials in terms of content and messaging if you want an early preview. We recommend this for any premium female skew DTC or B2C advertiser looking to reach a millennial audience. Invest your dollars wisely by clicking below for more information.

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Class is Back in Session – Keating 101 Style

Network: Podcast Nation / Monthly Downloads: 50k

Shondaland may sound like a magical realm, but it’s actually a television production company that has brought us some of the biggest shows of the past 20 years. One of its most beloved properties was How to Get Away with Murder, a critical and commercial success that still sees significant love on streaming. Two of its stars, Jack Falahee and Matt McGorry, are now teaming up for a rewatch podcast with the fine folks at Podcast Nation.

Fans will get to relive the show’s dramatic twists and turns, intense plot lines, and consistently high bar. Falahee and McGorry will spend each week going behind the scenes and unpacking fan theories. For those looking for fresh TV & Film opportunities with a millennial female audience, this is a key test for Q1. We find you guilty of not testing enough and sentence you to click the link below.

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In Case You Missed It

Audio Multitasking Creates Additional Hours For Engagement

Katz Media Group’s analysis of Activate’s 2026 Consumer Technology & Media Outlook reveals media multitasking has expanded total daily consumption to a “32-hour day,” with audio capturing 2 hours 49 minutes (21% of media time) by uniquely complementing rather than competing for visual attention. Audio dominates multitasking: 72% multitask while listening to music, and 62% while consuming podcasts. Audio stands out as the ultimate companion medium. While that means audio advertising must work harder to earn recall, its unmatched reach and cost efficiencies make it ideal for building frequency and staying top of mind.

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Audio Hosts Out-Earn Their Social Media Counterparts

Audacy’s new insights report positions radio and podcast hosts as superior influencers compared to social media creators. It cites doubled creator revenue since 2020, with data showing that 44% of listeners feel stronger brand connections when endorsed by their favorite audio host, emphasizing long-term partnerships over transactional ad reads. Is this self-serving? Of course. Audacy wants to rebrand its hosts as influencers, which makes sense given that the creator economy is now worth $37 billion and audio spending lags far behind. There’s still some truth here. Radio and podcast hosts were the original creators, and they’ve long proven their ability to drive both brand impact and return on ad spend.

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 Customers Spend More If The Jingle Bells Are Rocking

Research from iHeartMedia and Critical Mass Media shows that 98% of holiday music radio listeners say it helps them feel festive. 90% reported increased shopping excitement and 75% say they’re more likely to buy from brands advertised on their favorite holiday station, positioning seasonal radio as both an emotional trigger and purchase driver. CAOs, if you want to reach holiday shoppers, add holiday music stations to your mix on both terrestrial and digital. While you’re at it, throw in the Hallmark Channel and its endless holiday movies. The best way to spread holiday cheer is through holiday sounds.

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Save The Live Reads

Don’t Be Scared To Be Home Alone This Holiday Season With SimpliSafe

Nic and the Captain, hosts of the hit podcast True Crime Garage, have this week’s exemplary host-read for SimpliSafe wrapped up tighter than a Thanksgiving turkey. This ad kicks things off with a flooding horror story that makes you instantly feel the “why didn’t I install security sooner?” panic—and bam, you’re hooked. Nic and Cap easily rave about how SimpliSafe became their go-to for peace of mind when it came to their homes and their mother-in-law’s too. The delivery is warm and full of personality, calling out all the must-have features like water sensors, glass-break detectors, and the app’s super slick interface. Just when you think it can’t get any better, they drop in new product features like the Smoke & CO Alarm Listener and 24/7 monitoring with ActiveGuard. Before hitting the road for Thanksgiving, these guys have their homes locked up tight—because nothing says “peace of mind” like knowing SimpliSafe is standing guard while you’re busy passing the gravy or in a turkey coma.

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OXFORd In The News

Bloomberg’s Talking Right Wing Influencers and ORBIT’s Comedy Insights Take Off

Oxford Road received a Bloomberg shoutout this week. In a deep-dive on how right-wing podcasters are fueling a boom in politically charged advertising, the outlet cited our study, The Untold Story of the Podcast Election, which showed that podcasts featuring Trump appearances outperformed those with Harris. The takeaway? What looks “risky” from a brand safety perspective often delivers results from a performance one.

In other news, ORBIT keeps building momentum. Our latest ranking of the top 15 performing comedy podcasts is getting picked up across the industry by a variety of networks and publications. Turns out, when it comes to comedy, the question isn’t just “who’s funny?”—it’s “who’s actually moving the needle?”.

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If you’ve read this far, thank you!

The Influencer is a production from the team at Oxford Road.
If you like our sometimes sassy, mostly informed POVs on the wonderful world of audio advertising, you should see what we do for our clients.

Interested in seeing how we could help your business?
Contact us at influencer@oxfordroad.com!

Thank you to the team that puts The Influencer together each week:

Ezra Fox – Media Roundtable & Ad Infinitum recap
Spencer Semonson – Classifieds
Neal Lucey – In Case You Missed It
Hannah Lloyd – Save The Live Reads

Editors:
Kyle Jelinek
Kristen Larson
Haley Wiese
Bianca Gorodinsky

Why Brands Aren’t Spending That Extra $1B on Podcasts (Yet)

Advertisers want to spend an extra $1B in podcasting, but they’re holding back until we address the industry’s most significant issues.

This week on The Media Roundtable, we’ve assembled a powerhouse of CAOs to talk about the findings of our 2025 “What Brands Want” report.

At this summer’s CAO Summit, we learned that podcasting could be one billion dollars bigger… if brands had what they need today. After polling brand leaders on their hurdles and needs, the results are in.

Dan Granger (CEO & Founder, Oxford Road) breaks down the findings with:

• Justin Fitzpatrick (Head of Performance Marketing, Found)
• Julianna Crozier (Associate Director, Influencer Partnerships & Growth Marketing, Thrive Market)
• Will Flaherty (SVP, Growth, Ro)
• Giles Martin (EVP, Strategy, Oxford Road)

The team is talking: Closing the Measurement Gap, Beating the Clutter, Minding the Macro, and more. Let’s dig in:

“Any sort of improvement that we can make on the measurement side to prove the efficacy of our ad dollars is going to only enable us to put more and more budget into the channel.” – Justin Fitzpatrick (Head of Performance Marketing, Found)

Close the Measurement Gap – The industry’s most significant hurdle to unlocking the next billion? The lack of standardized measurement, especially between RSS and YouTube impressions. We’re pushing for the big players to give CAOs standardized tracking, but until then, we recommend a two-step HDYHAU to capture performance by channel AND show. Bonus: listeners actually want to give credit to their favorite hosts; we just need to make sure there’s a way for them to do so.

Beat the Clutter – Podcasts thrive on breakthrough authenticity. Rising ad loads and undisclosed AI voice clones threaten podcasting’s golden goose. CAOs want to protect that authentic connection between the brand and host, while maintaining an authentic host/audience connection. Creators and publishers take note: brands want to spend more for results. You can grow more with fewer, customized, and authentic ads than with skippable ad blocks. CAOs, keep asking questions about ad loads and checking the Oxford Clock.

Mind the Macro – If measurement is the first blocker for expanding budgets, then macro environment concerns (e.g. tariffs) are the second. How can CAOs and creators respond? Resonant creative messaging. Our panel doubles down on understanding their audience and how their products can help current issues. Authentic partnerships with hosts and solid measurement practices (see above) give you the certainty you need to increase budgets in uncertain times.

Want more know-how on the industry’s hurdles and solutions? Grab the full “What Brands Want” report here. And for in-depth insights, check out the full episode below:

The Classifieds

OG YouTubers Make Long Overdue Debut

Network: Studio 71 / Monthly Downloads: 500k

The first wave of YouTubers is all but extinct, thanks to burnout, controversies, algorithm changes, or all three. Dan and Phil (Daniel Howell and Phil Lester) have broken that curse, having started on the platform in 2009 and maintaining a presence there ever since. Though they have been slower to create content in recent years, they have been enjoying a much-deserved Renaissance as of late. This could be because the twosome has been hiding a 16-year relationship and has decided to hard-launch it in this new venture with Studio 71.
New episodes will be published in both audio and video, and soon hosts will be available for on-screen reads. This opportunity is perfectly aligned for a millennial audience of comedy lovers, especially those included in the LGBTQIA+ community. If you’re ready to “hard launch” into a test, you can start via the link below.

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A Well Behaved Woman Who Has Made History

Network:  ZATV Podcast Network / Monthly Downloads: 10k

When you’re building self-respect, the idea of adhering to etiquette doesn’t often cross one’s mind. Traditionally, “minding your manners” has been given a negative connotation, often within an assimilationist framework. Sara Jane Ho has spent her career outlining the inherent positives of living a more purposeful life, both as a Chinese finishing school founder and TV host. In her new podcast, Ho is less concerned with instruction and more apt to open herself up to her guests. The conversations are still surrounding self-acceptance, improvement, and confidence, but also touching on topics that are dear to her heart. There’s a heavy occurrence of alternative and Eastern Health remedies as well as discussions around issues inherent to women’s healthcare. Advertisers in the health and wellness space are highly recommended to test this in Q4. Please take your elbows off the table, and leave your shoes at the door before clicking below for more details.

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In Case You Missed It

Podcasting’s Increasing Share of Ad-Supported Audio

Podcast News Daily reports that Nielsen’s Q3 data shows podcasts now account for 20% of all ad-supported audio listening, up slightly from last quarter. Among the 18-34 demo, the share of listening increases to 31%. For the same demo, podcasts and music streaming (54%) surpasses radio (43%) for ad-supported listening. The findings underscore audio’s overall stability and the growing role of podcasts as both a reach and engagement driver for advertisers. Radio continues to hold the majority of ad-supported listening overall with 62% share. However, for younger listeners, digital audio now rules listenership.

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(True) Crime Pays – MrBallen Inks Deal with SXM

SiriusXM has signed a multi-year deal with John Allen, better known as MrBallen, to distribute and monetize his lineup of podcasts. The agreement brings MrBallen’s flagship true-crime show, The MrBallen Podcast: Strange, Dark & Mysterious Stories, and other originals under the SiriusXM umbrella. The move strengthens SiriusXM’s position in the premium podcast space by aligning with a creator who has built a massive, loyal following across platforms. Big deals keep landing for creators with loyal, scaled audiences. Keep an eye on SXM, they’ve been aggressive in locking down top talent.

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So Long Late Night Talk Shows?

SiriusXM reports that podcasts are increasingly filling the cultural role once held by late-night talk shows—offering personality-driven commentary, interviews, and humor on demand rather than at a set time. Listeners now turn to podcasters for the same mix of insight and entertainment they’d usually find with late-night shows, but with greater authenticity and intimacy. CAOs looking to replace the declining reach of late-night TV should look to podcasts. Don’t be surprised if Colbert, Fallon, or Kimmel follow Conan’s path to audio. Podcasts serve a similar cultural function but with greater intimacy and flexibility – sans the laugh tracks and musical guests 🙂

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#SaveTheLiveReads

Allie Ostander Gives a Satiatingly Good Read For HungryRoot

This week’s #STLR is meal-prep magic meets post-run reality, from pro athlete and host of her very own YouTube Channel, Allie Ostander, and we are so here for it. Fresh off a trip to Chicago and running on empty (literally),  NCAA long-distance runner and mental health advocate turns a grocery-store panic into a total flex with her Hungryroot box. She unboxes like a pro, raving about clean ingredients, 15-minute meals, and a Chicken Caesar Salad so easy it basically makes itself. The way she casually drops “pre-prepped protein” while juggling travel, training, and healthy eating? Chef’s kiss. Allie and Hungryroot are a match made in heaven. AND she provides visually enticing jump cuts of herself unboxing her very own box full of food goodies.  It’s fun, it’s relatable, it’s “please sign me up immediately” energy—and with 40% off plus a free item for life? Yeah, we’re sold before the salad hits the plate!

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OXFORd In The News

Why Podcast Advertisers Are Holding Back Close to $1 Billion

The conversation around podcast advertising just got louder. Oxford Road’s “What Brands Want 2025” report is making waves again, this time in The Hollywood Reporter, which spotlights one of the study’s most significant findings: advertisers are holding back nearly $1 billion in potential podcast spend because measurement still hasn’t caught up to the medium’s growth. As YouTube, Spotify, and Apple continue to operate under separate standards, brands are calling for a unified system of attribution and a clear definition of what a “podcast” really is. Until then, the money’s waiting for the metrics to align.

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CAOs: We analyzed $1.6 billion in podcast ads. Here’s what actually drives ROI.

During this week’s Media Roundtable, the team at Oxford Road unveiled ORBIT, the Oxford Road Benchmark Intelligence Tool, built on $1.6 billion in actual campaign performance data: not estimates, not surveys; just real results from advertisers spending real money.

This is the planning tool we’ve been chasing for a decade. ORBIT doesn’t just tell you which podcasts are popular; it tells you which ones drive ROI, which ones convert, and which ones are worth the check you’re about to write.

Dan Granger (CEO & Founder, Oxford Road) sits down with the data wizards who made it real:

• Brian Kim (Director of Analytics, Oxford Road)
• Mike Dunsmore (Director of Analytics, Reporting and Insights, Oxford Road)
• Tucker Peleuses (VP of Strategy, Oxford Road)

The team unpacks: Why Joe Rogan Didn’t Crack the Top 15, the Faith-Based Performance Secret, the Genre Trap Costing You Money, and more. Let’s get into it.

“This is what happened when real companies spent real money. If you want to know which podcasts work, start here.” – Dan Granger (CEO & Founder, Oxford Road)

The Performance Index That Shouldn’t Exist (But Does) – ORBIT aggregates $1.6B in podcast spend across hundreds of advertisers, 120+ genres, multiple attribution models, and normalizes it all into one question: What actually worked? We’re publishing monthly rankings so you can validate your buys before you sign the IO. Who made the first Top 3? Critical Role (#1), The David Pakman Show (#2),  and The Megyn Kelly Show (#3). Notice what’s missing? The shows everyone thinks perform best.
Big Reach ≠ Big Results – Joe Rogan didn’t make the Top 15. Neither did most tier-1 mega-shows. Meanwhile, smaller podcasts and niche genres dominated the performance rankings. Turns out, marketers systematically overpay for household names while ignoring shows that deliver better returns. ORBIT cuts through the hype and shows you what actually converts, not what rate cards hope works.
Stop Buying Your Own Industry’s Shows! – Tucker tested the theory that had plagued him for 13 years: Do tech companies perform better on tech podcasts? Finance brands on business shows? ORBIT data says no. There’s no statistically significant lift from matching your industry to your genre. Your customers listen to the same shows as everyone else: comedy, true crime, politics… the genre silo is costing you sales. (Bonus insight: Faith-based podcasts rank top 20% for performance across verticals. Amen!)

Ready to plan smarter? The full episode breaks down how ORBIT works, what it reveals, and why nothing like this has ever existed in podcasting. Click below if you’re ready to launch your campaigns into the thermosphere.

The Classifieds

A Library Filled With the Literary Titles That Shape and Educate

Network: The Free Press / Monthly Downloads: 30k

Book clubs are great, but they don’t always choose what you’re most interested in. For men who are looking to find literature that fits them and their interests, The Free Press has a brand new podcast for you. Host Shilo Brooks is a sought-after speaker and educator in the realm of political science. In his newly premiered podcast, Brooks sits down with men of a particular distinction to discuss the singular works that shaped them. Whether he’s parsing the old text of Hemingway’s “The Old Man and the Sea” or Pulitzer Prize-winning non-fiction, Brooks is extremely deliberate and thoughtful about the ways he and his guests discuss their love of literature. This is a more right-leaning, male-skewing opportunity, and is best suited for those seeking lifelong learners with a penchant for self-improvement. Pencils down! The answers you seek can be found via the link below.

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Phil DeFranco Embarks on a New Journey, and He’s Bringing Friends

Network: Trival Media / Monthly Downloads: 140k

You’re used to seeing him alone, speaking directly to the camera, but in his newest podcast from Trival Media, Philip DeFranco is finally welcoming guests! Since premiering in July, the show has brought on experts with various media backgrounds to walk through trending topics and headline-defining news. Similar to DeFranco’s YouTube videos, the content focuses on education related to history, economics, and political science. Guests have included prominent podcasters such as Tim Miller of The Bulwark, Ben Rhodes from Pod Save the World, and Too Many Tabs’ Alex Pearlman, who cover both right and left-leaning political ideologies. These more in-depth conversations touch on many topics such as healthcare, civil unrest, free speech, and pending legislation. For those seeking political options with a strong male audience on YouTube, this presents a key opportunity to test in Q4. O come all ye faithful, be joyful and triumphant when you click below for more information.

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In Case You Missed It

Your Secret Weapon for Performance and Brand

New data from the IPA’s first cross-industry Influencer Marketing Database shows influencers drive returns on par with other media channels in the short term and outperform all media over the long term. Short-term ROI indexes at 99 versus the all-channel average of 100, while long-term ROI hits 151 with a 3.35 multiplier, the highest of any channel. We know influencer marketing drives short-term performance. Now we know it works in the long term, too. CAOs, creators are part of the same influencer-sphere. Value them for both performance and brand impact.

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The Goods on Podcasting in Germany

So far in 2025, Germany’s podcast ad market has topped €100M with 14% YoY growth. Approximately 49% of Germans listen, trust in host-reads remains high, and DAI scales reach. German measurement and compliance standards lead Europe, with video podcasts and AI targeting accelerating cross-channel planning into 2026. Good insights on international podcast markets are hard to find. This piece highlights how Germany’s podcast sector is maturing with clear standards, strong trust, and steady growth. It’s a useful model for marketers looking at podcasting on a global scale.

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Podcasting’s Plateau? Not So Fast

eMarketer projects U.S. podcast ad spending will climb from $2.69B in 2025 to $3.7B by 2029, expanding its share of digital audio revenue from 35.6% to 40.6%. While overall digital audio grows 4–6% annually, podcasts continue to outperform, fueled by dynamic ad tech, cross-platform measurement, and steady brand adoption. Despite gains, podcasts still account for less than 1% of total digital ad spend, underscoring the medium’s under-leveraged potential relative to engagement. Last year, talk centered on podcasting’s growth plateauing. These new projections suggest otherwise. Podcasting still has room to run, with ad dollars continuing to follow listener engagement.

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#SaveTheLiveReads

 Focusing on Solving Your Hiring Needs with Indeed

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OXFORd In The News

$1.6 Billion in Data Says: Passion Beats Popularity

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