Why You Shouldn’t Count Radio Out Just Yet; How to Responsibly Use AI in Audio; Brand Safety Top of Mind at IAB Upfront; & Media News You Need to Know

Chief Audio Officers, rejoice! The Media Roundtable is back, covering this week’s top stories in audio… and there’s a LOT to digest.

Dan Granger (CEO & Founder, Oxford Road) hosts fellow Oxford Road luminaries James Ingrassia (EVP, Client Service), Kyle Jelinek (VP, Client Strategy), and Giles Martin (EVP, Strategy & Insights). The team is talking: Podscribe’s International moves, Smart Moms, the VC Podcast Rush, Attack of the Clone (Voices), and so much more. Let’s dive in.

“You could envisage a future where a run-of-network buy was voiced by the person who’s hosting each individual show through the power of AI.” – Giles Martin (EVP, Strategy & Insights, Oxford Road)

Radio’s Melting Iceberg – Traditional radio’s steady revenue decline is… still steadily declining. Streaming and Podcast revenue continues to grow, meaning a pivot point is on the horizon, likely in 2026. Total audio revenue should top $20B by then, with podcast and streaming contributions accounting for more than half. The takeaway for CAOs? Radio’s reach is still massive, and deals are still to be had–it’s absolutely worth adding radio to your audio campaign, if the CPMs are right.

Send in the Clones – AI Voice Cloning–friend or foe? Thanks to ElevenLabs, users can now clone their own voices with startling accuracy. It’s eerie now, but voice cloning may go mainstream sooner rather than later. The upside for marketers (if we don’t erode trust, and with proper acknowledgment), is that programmatic buys with AI host clones are a possibility for every ad. Our hope? Sonic logo usage when a voice is faked/cloned. Maybe we get DJ Khaled to say “Another CL-ONE?” before each AI ad?

And the Emmy goes to… Podcasts? – YouTube CEO Neal Mohan is pushing hard for creators to get 25% of EGOT (Google it). Creators from MrBeast to Joe Rogan have outsized influence in the culture–should the Emmys recognize them too? This might be a Hollywood fantasy for now, but the takeaway for CAOs is you can’t ignore YouTube’s impact on culture. And the winner is… simulcast?

For audio insights into the future (and present) that you won’t find anywhere else, check out our full episode by opening the envelope to the link below.

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Listen Here: Spotify

Listen Here: Apple

The Classifieds

I Was Blind But Now I See

Network: Cloud 10 / Monthly Downloads: 200k / Civility Score: 70

Bridgerton fans are clamoring for some real world gossip while waiting for Whistledown to return. Our female skew clients know all too well that Beyond the Blinds will be the go-to for many. Hosts Kelli Williams and Troy McEady research blind items about the known elite by investigating what those in the know don’t want you to know. In recent years much of pop culture has been reevaluated and documented for our generation of Millennials. Many of them have gleaned past episodes of this podcast to reeducate themselves as well.
Though the show is even-keeled, and the hosts always say everything is alleged, the scandals they uncover are anything but civil. For those who don’t mind a bit of potential mudslinging, this opportunity is a well established hit from the Cloud 10 Network, available for Q2 testing. Open the blinds, just a crack, and peek below for more information.

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Peeps and Creeps Assemble

Network: True Native / Monthly Downloads: 64k / Civility Score: 94

Traditionally, True Crime is seen as the scary specter at the end of DR brands’ beds, harboring all manner of improper content and stray controversy. By Seekr‘s civility benchmark, this fear is far from the truth. Like any good True Crime podcast worth its salt, True Crime Creepers from True Native is a staple that’s earned its longevity and success, thanks to the excellent banter between hosts Kristin Williams and Samantha Mogab. Their stories are well researched and respectful, plus they infuse wit and levity into their content by communicating like only two good friends can do. These hosts have built a loving community on their Patreon channel, and they’ve worked with several advertisers since launch, thanks to their longer ad reads and highly personalized PE’s. In a sea of massive podcasts, stacking multiple midrolls a drop, this show remains a shiny gem in the rough. There’s nothing creepy about the link below. Click if you dare.

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In Case You Missed It

Edison Drops Their Latest Podcast Stats

Podcasts have solidified their position as a mainstream media platform, engaging an expanding audience, as detailed in Edison Research‘s The Podcast Consumer 2024 report. Megan Lazovick, Vice President at Edison Research, highlighted significant trends in U.S. podcast consumption, noting that 67% of the 12+ population has listened to a podcast. The report goes on to say that podcasts attract a diverse, affluent, educated audience, with notable growth among women and minority listenership. The report is a compilation of data highlights from various Edison Research Reports including The Infinite Dial, Share of Ear research, Podcast Metrics, among others. Whether you’re a long-time podcast advertiser, or a newbie, this report is a good place to start for the latest and greatest.

Spotify Makes Waves Across the Pacific

Sony Music Publishing may take action against Spotify for reclassifying its premium tier as a bundle, reducing royalty payments to songwriters and publishers. This change, criticized by The Mechanical Licensing Collective, has now resulted in a lawsuit. Sony’s Jon Platt asserts this move undercuts royalties by 20%, violating previous agreements. Spotify is a dominant force in Audio, increasingly exerting its position. Recently, Spotify made headlines by exiting the IAB and removing pricing floors for publishers in the Spotify Audience Network (SPAN). Publishers seeking to dictate rules in media isn’t a new thing, and generally, it doesn’t work in the long-term. We’ll continue to watch this space.

Dropouts (the podcast) Lead the Way

Gen-Z loves podcasts, evidenced by the sold-out New York City show of LA-based Dropouts podcasters. The show, known for its humor and authenticity, resonates with Gen-Z by discussing relatable topics like mental health and relationships. Their success is boosted by TikTok clips and their inclusive approach. If you want a glimpse into the future of podcasts, read this article. It covers a wide range of topics, from listenership among Gen Z to the evolution of podcasting, which now includes audio content, events, short-form TikTok videos, and YouTube.

Zocdoc is “Perfect for our Generation”

This week, everyone’s favorite best friend duo is back with another stellar ad-read! OddVice hosts, Kristen McAtee and Alex Koot have an engaging story to tell about Zocdoc! Whether it’s a reminder to have suspicious moles checked or needing to reschedule last minute, both hosts agree that Zocdoc is THE platform, perfect for their generation. Kristen and Alex’s execution and “girl talk” enthusiasm draws their audience by highlighting several key components of Oxford Road Audiolytics™. Their personal endorsements strengthen the message for listeners and increase the likelihood of making a lasting impression. If you’re wondering what an honest-to-goodness personal endorsement sounds like, look no further than these host reads from Oddvice. With proper onboarding and a script allowing hosts to “make it their own,” this duo should be on every CAO’s radar.

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OXFORd In The News

Brand Safety Tools Could Be Costing The Industry Billions

At the IAB Podcast Upfront earlier this month, Brand Safety and Suitability was the hot topic of the day. Our own Dan Granger (Oxford Road CEO and Founder) took the stage to preach the Brand Safety Gospel alongside fellow evangelist Pat LaCroix (EVP, Marketing and Strategic Partnerships at Seekr). Dan acknowledges the need for brand safety, but voices concerns that safety choices made solely on #GARM framework tools are leaving millions (even billions) of dollars on the table for both publishers and advertisers. To find out how to SAFELY tap into this treasure trove, this 8-minute video can help show you the way to the promised land.

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.

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Contact us at influencer@oxfordroad.com!