2023’s Home Strech; The Smartless Network Grows; The Audio Insurgent Rains on Podcast’s Parade; Nielsen Weighs in on All Things Audio

Broadcast week #27, and just like that, we enter the second half of the year! 

Sadly, there is no podcast this week, but the Media Roundtable team returns next week for a special anniversary edition, so stay tuned. 

This week, The Influencer kicks off H2 with a classic edition to keep you in the know on the news stories you may have missed, podcasts you should consider, and examples of podcast hosts who get it!

Check it all out below.

The Classifieds

Groundbreaking Sitcom Gets the Podcast Treatment

Fresh from their Max Documentary and national tour, the hosts of Smartless are premiering yet another show in their fast-growing network. Available via Wondery, Just Jack & Will brings back Will and Grace leads Sean Hayes and Eric McCormack for a much-needed rewatch of their 11-season sitcom. In their first couple of episodes, the duo easily reminisce about the ups and downs of television production in the late nineties, the eventual character arcs of the four leads, and reveal never before heard details. So far, they have interviewed iconic showrunner James Burrows and creator Max Mutchnick, but it’s likely we will also see appearances from Debra Messing and Megan Mullally. Get your own Stoli on the rocks with a twist, don your Cher wig, and shimmy to the link below for more details.

Broadway Star Gets the Queen Treatment

Beloved by Broadway, thanks to their starring role in Chicago, Jinkx Monsoon is a powerhouse presence in the entertainment world. Probably best known for their wins on RuPaul’s Drag Race and All Stars, Jinkx has always been seen as a kooky character who honors vintage pop culture. Extremely personable in and outside their community, Jinkx spends each episode of their podcast interviewing friends and celebs alike. Available for sponsorship from Slate through Forever Dog, this opportunity is best suited for advertisers looking to reach pop culture and TV show-obsessed Millennials and tastemakers alike. This is also a great choice to book seasonally around Drag Race competitions. Keep saying, “water off a duck’s back,” and you’ll easily find the link below.

In Case You Missed It

Podcast Forecast: Sunny with a Chance

Podcasting has seen explosive growth. In fact, since 2020, spending on Podcast ads has more than doubled to approximately $2.0 billion, according to eMarketer data. Eric Nuzum, the Audio Insurgent, notes a concerning trend: despite the increase in new shows, the average audience per show has decreased. He suggests publishers remedy this by producing better content with more effective marketing support to build their audiences. Kind of a no-brainer, right? There is strong demand for Podcasts by consumers and advertisers. To capitalize on this demand and to continue the growth trajectory for Podcasts, publishers need to invest in compelling content that is marketed to reach new audiences.

Read More

So Long Stitcher

This week, the Lilo & Stitch celebration, 626 Day, happened (apparently, that’s a thing), but over at the popular podcasting app and web service, Stitcher, nobody is celebrating. By way of Ashley Carmen from Bloomberg, SiriusXM will shut down Stitcher on August 29th to make way for its updated SXM app, set to launch in the fall. The decision was made to consolidate their podcast offerings and focus on integrating podcasts into their flagship subscription service. With the launch of the updated SXM app, folding in content from Stitcher makes sense. The SXM app has a broader distribution which should drive growth for Podcasts currently on Stitcher. One change: the Stitcher app had an ad-free tier, while the SXM app won’t for Podcasts. 

Read More

Nielsen Reports on All Things Audio

When it comes to audience measurement, Nielsen is the gold standard, and reading their most recent report on Audio is mandatory for all Influencer readers. In addition to other surprising findings, the report shows that AM/FM radio delivers mass reach and is the dominant audio channel for time spent listening. The report also shows changes in Podcast listening with heavy usage increasing, especially while commuting and traveling. When it comes to driving short-term performance, Podcast and Streaming Audio have increasingly become the lead audio channels. However, Radio is still the lead audio channel for delivering broad reach. Just ask P&G.

Read More

This Week in Great Podcasts

Jade+X.D’s Payday Hack

This week the Jade+X.D. podcast challenges your conventional idea of payday with their endorsement for EarnIn, the app that lets you access up to one hundred dollars of your paycheck a day within minutes of earning it. Xavier D’Leau(the X.D. in Jade+X.D.) dishes from personal experience, having used the EarnIn app back in his days working a 9-5 job. It’s a good sign when you hear the host light up about a product he no longer uses, especially when he can express how it made getting by in an expensive city like New York easier. Xavier makes his message feel relatable and effortless while not sugarcoating the facts. That’s what the Jade+X.D. podcast does so well–strike that perfect balance between being no-nonsense with the facts while keeping the ad fun for listeners.

Listen Here