Get your VIP pass to the hottest show in town! This week on The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) talks with Andrew Tenenbaum and Ben Duvdevani (Co-Founders, One More Time VIP) about how live events fit into the creator economy. Whether it’s exclusive merch, meet-and-greets, or activations, there are many potential ways for brands to unlock new revenue streams through live events. But how will it all pay off in the long run? Ben and Andrew take us backstage for an exclusive look. “Creators are the new rock stars. They have incredibly loyal fan bases. It’s not like a musical act, where an album comes out and then something else comes along. In the creator world, it’s a constant stream. It’s something you become attached to.” – Andrew Tenenbaum (Co-Founder, One More Time VIP) Connection is Currency – Podcast fans are notoriously loyal. They interact with a show throughout their day, whether they’re listening during their morning commute or watching clips during dinner. Over time, listeners build strong, personal connections to creators. They want to experience it in real life too, and are even willing to pay for it. Advertisers: Help sponsor those special, exclusive moments fans are craving. The combination of a loyal audience and strong creator relationship can lead to big wins, for brands and for fans. Superfans Are the Best Ambassadors – Before you go all in on influencers or boost social media posts, check in with the superfans. “Everybody who has fans has superfans,” Andrew says. “And the superfan has to be serviced in a different way. They want more. You’ve become part of their life, and the VIP allows you to service that super fan.” They’re the ones wearing exclusive event t-shirts, attending meet-and-greets, and posting about their fandom across social channels. These are the best promoters of your show. And best of all, their affection is authentic and organic. Give superfans the exciting, special IRL perks they’re looking for, and you’ll be sure to see returns. Build VIP Into the Budget – By the time brands hear about the huge return on live events, it’s too late to find the budget for it. Ben says lots of brands miss the opportunity solely because they need such a long lead time to set up funding: It can take up to a year for a brand to decide how much they’re allocating to VIP events. So get in early, because the returns are worth it. Live podcasts require minimal set up and stage design, so even just  adding a pre-show Q&A or meet-and-greet can be lucrative. Maximize the tour, and watch as superfans make it go viral online. We’re living in the creator economy, and audiences are craving these in-person, exclusive events in the post-Covid era. Ready to be a rock star? Listen to the full episode of The Media Roundtable at the link below.

Get your VIP pass to the hottest show in town! This week on The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) talks with Andrew Tenenbaum and Ben Duvdevani (Co-Founders, One More Time VIP) about how live events fit into the creator economy. Whether it’s exclusive merch, meet-and-greets, or activations, there are many potential ways for brands to unlock new revenue streams through live events. But how will it all pay off in the long run? Ben and Andrew take us backstage for an exclusive look. “Creators are the new rock stars. They have incredibly loyal fan bases. It’s not like a musical act, where an album comes out and then something else comes along. In the creator world, it’s a constant stream. It’s something you become attached to.” – Andrew Tenenbaum (Co-Founder, One More Time VIP) Connection is Currency – Podcast fans are notoriously loyal. They interact with a show throughout their day, whether they’re listening during their morning commute or watching clips during dinner. Over time, listeners build strong, personal connections to creators. They want to experience it in real life too, and are even willing to pay for it. Advertisers: Help sponsor those special, exclusive moments fans are craving. The combination of a loyal audience and strong creator relationship can lead to big wins, for brands and for fans. Superfans Are the Best Ambassadors – Before you go all in on influencers or boost social media posts, check in with the superfans. “Everybody who has fans has superfans,” Andrew says. “And the superfan has to be serviced in a different way. They want more. You’ve become part of their life, and the VIP allows you to service that super fan.” They’re the ones wearing exclusive event t-shirts, attending meet-and-greets, and posting about their fandom across social channels. These are the best promoters of your show. And best of all, their affection is authentic and organic. Give superfans the exciting, special IRL perks they’re looking for, and you’ll be sure to see returns. Build VIP Into the Budget – By the time brands hear about the huge return on live events, it’s too late to find the budget for it. Ben says lots of brands miss the opportunity solely because they need such a long lead time to set up funding: It can take up to a year for a brand to decide how much they’re allocating to VIP events. So get in early, because the returns are worth it. Live podcasts require minimal set up and stage design, so even just  adding a pre-show Q&A or meet-and-greet can be lucrative. Maximize the tour, and watch as superfans make it go viral online. We’re living in the creator economy, and audiences are craving these in-person, exclusive events in the post-Covid era. Ready to be a rock star? Listen to the full episode of The Media Roundtable at the link below. The Classifieds The Scariest Thing About the Internet is the Internet Itself Network: Audioboom /Episodic Downloads: 12,000 As we officially enter spooky season, this week’s classifieds focus on the kind of content people want to listen to as leaves start to fall, and the weather begins to turn. Our first listing focuses on the most horrific thing we interact with on a daily basis: the internet. Each week, Dam Internet, You Scary! hosts Tahir Moore and Patrick Cloud focus on the monsters that walk among us. Whether the show’s covering bridezillas who wind up losing all their friends, or animals getting into mischief, Dam Internet, You Scary! isn’t afraid to dive deep into the spooky well of real life. Fear not! This podcast is a great listen 365 days out of the year, because scary things don’t stop happening when the calendar changes. If you’re looking for a show that appeals to millennial and Gen Z audiences, or just a chat show that dips its toes in the true crime waters, this opportunity is perfect for you. If you want to stay on top of everything that goes bump in the night, click that button below. Get The Deal It’s Creepy! It’s Scary! It’s… Pinkie Pie? Network: MANA Talent Group / Episodic Downloads: 640,000 Our second entry comes from a YouTube powerhouse that’s covered so many horror stories, it’s a miracle they haven’t run out yet! CreepCast, hosted by YouTubers Wendigoon and MeatCanyon, spends over an hour each week diving into anything and everything spooky. Each episode is guaranteed to thrill and scare even the toughest of audience members, with topics ranging from popular horror franchises like My Little Pony (yep, you read that right) to camp horror stories. Whether they’re reading creepypastas or exploring a voodoo shop for the perfect doll, the CreepCast crew always makes for a good hang. This offering is perfect for TV and film audiences, or anyone looking to attract a dedicated (and fearless) YouTube fanbase. I hear that if you click the button below, Pinkie Pie can’t get you. So what are you waiting for? Get The Deal In Case You Missed It It’s Creepy! It’s Scary! It’s… Pinkie Pie? Network: MANA Talent Group / Episodic Downloads: 640,000 Our second entry comes from a YouTube powerhouse that’s covered so many horror stories, it’s a miracle they haven’t run out yet! CreepCast, hosted by YouTubers Wendigoon and MeatCanyon, spends over an hour each week diving into anything and everything spooky. Each episode is guaranteed to thrill and scare even the toughest of audience members, with topics ranging from popular horror franchises like My Little Pony (yep, you read that right) to camp horror stories. Whether they’re reading creepypastas or exploring a voodoo shop for the perfect doll, the CreepCast crew always makes for a good hang. This offering is perfect for TV and film audiences, or anyone looking to attract a dedicated (and fearless) YouTube fanbase. I hear that if you click the button below, Pinkie Pie can’t get you. So what are you waiting for? Read More Audio Unlocks ROI Potential for Campaigns Radiocentre’s UK Sound Profits analysis estimates that shifting 10–20% of non-brand search or paid-social budgets into audio could improve profit ROI on those budgets by 8–21%. The findings are modeled from existing campaign data, with total spend held constant. AI is disrupting search. The way forward is to invest in channels that create demand, rather than over-investing in media that captures it. Podcasting and audio can give people a reason to search for your brand. Our 2025 Sound of Growth case study estimates that audio drove an average of 18% of branded search volume across the brands studied. Read More Your Brand Has a Look, But It Also Needs a Sound An audit of 100 grocery brands worldwide by sound-branding specialist Amp (not to be confused with the AMP Accords) found that 63% of the content analyzed used stock music, while only 31 brands had a sonic logo. The study also found inconsistent use of branded sound, even among brands that had invested in it. Advertising starts with getting your brand noticed. Sonic branding builds distinctiveness and helps your brand stand out from the clutter. If you have a sonic asset, use it consistently. If you don’t, consider creating one. We’re pretty sure McDonald’s has no regrets about their “ba da ba ba ba.” Read More #SaveTheLiveReads Factor Gives You Energy to Keep On Gaming All Day Long Kit Ellis and Krysta Yang of The Kit & Krysta Podcast bring this week’s #STLR with a Factor read that captures what happens when a gaming marathon takes over your schedule. While immersed in Fire Emblem, the hosts joke that their routine has taken a “severe hit,” leaving little time for sleep, let alone for cooking. That relatable setup makes Factor’s ready-to-eat meals feel like a natural solution, especially when Kit and Krysta emphasize that the meals are ready in two minutes. They also call out Factor’s dietitian-designed meals and the brand’s process of screening out more than 175 banned ingredients. But the strongest endorsement comes from their focus on flavor, as the hosts stress that the meals are genuinely delicious without sacrificing taste. It’s a fun, specific read that connects Factor to the hosts’ daily routines. Listen Here Contact us for a Consultation  OXFORd In The News Oxford Road Named No. 1 Audio Advertising Agency by Barrett Media Oxford Road landed at the top spot of Barrett Media’s first-ever “Top 20 in Audio Advertising Agencies” list, a survey based on feedback from nearly 150 voters across the radio, podcast, and advertising industries (you can read the full results here). Our thanks to everyone involved with putting the list together, and our congratulations to all the companies who made the cut. Read More B2B Describes the Customer, Not the Content They Listen To Our September ORBIT rankings on top-performing shows for B2B campaigns landed across Sounds Profitable, Podcast News Daily, Podcasting Today, Ads of Brands, and Podcast Business Journal, all anchoring on the finding: The 15 strongest-performing shows for B2B campaigns span eight genres, with news, tech, comedy, and true crime all making the list, while business podcasts as a category perform below average. The data, drawn from over $2 billion in campaign results, makes the case that B2B describes the audience being targeted, not the type of content they consume. Buyers concentrating too heavily in business programming are leaving more effective inventory on the table. Read More Read the Full September ORBIT Report Here 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery    

The AMP Accords shared some big goals for better measurement in July. But what does real tangible progress look like today? Find out on this week’s installment of The Media Roundtable. Dan Granger (CEO & Founder, Oxford Road) and Bryan Barletta (Partner, Sounds Profitable) join forces for a crossover episode with The Download podcast. They’re covering the industry’s shift away from downloads, the Bumper Score, and how to avoid a repeat of the iOS 17 drama. Let’s dig in. “[Podcasters] build this stage and this venue and they fill it with people, and then they gotta drag it across the desert by themselves. Why don’t we put some wheels on this thing?” – Dan Granger (CEO & Founder, Oxford Road) Opportunity vs. Impressions – When there’s uncertainty in the buying chain, that friction comes at a cost. Over the last few decades, we’ve seen a shift from buying ads as an opportunity for exposure to buying actual, measurable impressions. Podcasts are a holdout, with inconsistently defined downloads that force buyers to guess how many people received an ad. If the industry wants to move forward, there needs to be a standard metric. Score One for Bumper – The Bumper Score is our newest directional tool to understand real podcast consumption. Creators can see how their show rates compared to a benchmark for actual podcast consumption, as opposed to just looking at download numbers. Buyers can make better decisions based on those scores. That’s why Oxford Road is partnering with Bumper to help get more reliable data on who’s truly consuming the shows. (Want to learn the Bumper Score for your show? Find out more here.) Ghosts of iOS 17 – Look, no publisher wants a sequel to the iOS 17 debacle, where all traffic metrics instantly tanked, even when consumption was steady. The Bumper Score is our next step towards clarifying true ad consumption without upsetting the market. High-scoring shows can command a premium (because they’re worth it), while low-scoring shows can start fixing their traffic before it hurts their bottom line. The industry improves with big goals and incremental steps in the right direction. The Bumper Score is the next move towards better data and better podcasting decisions. For more insights on the score and why it matters, check out the full episode of The Media Roundtable below.

The AMP Accords shared some big goals for better measurement in July. But what does real tangible progress look like today? Find out on this week’s installment of The Media Roundtable. Dan Granger (CEO & Founder, Oxford Road) and Bryan Barletta (Partner, Sounds Profitable) join forces for a crossover episode with The Download podcast. They’re covering the industry’s shift away from downloads, the Bumper Score, and how to avoid a repeat of the iOS 17 drama. Let’s dig in. “[Podcasters] build this stage and this venue and they fill it with people, and then they gotta drag it across the desert by themselves. Why don’t we put some wheels on this thing?” – Dan Granger (CEO & Founder, Oxford Road) Opportunity vs. Impressions – When there’s uncertainty in the buying chain, that friction comes at a cost. Over the last few decades, we’ve seen a shift from buying ads as an opportunity for exposure to buying actual, measurable impressions. Podcasts are a holdout, with inconsistently defined downloads that force buyers to guess how many people received an ad. If the industry wants to move forward, there needs to be a standard metric. Score One for Bumper – The Bumper Score is our newest directional tool to understand real podcast consumption. Creators can see how their show rates compared to a benchmark for actual podcast consumption, as opposed to just looking at download numbers. Buyers can make better decisions based on those scores. That’s why Oxford Road is partnering with Bumper to help get more reliable data on who’s truly consuming the shows. (Want to learn the Bumper Score for your show? Find out more here.) Ghosts of iOS 17 – Look, no publisher wants a sequel to the iOS 17 debacle, where all traffic metrics instantly tanked, even when consumption was steady. The Bumper Score is our next step towards clarifying true ad consumption without upsetting the market. High-scoring shows can command a premium (because they’re worth it), while low-scoring shows can start fixing their traffic before it hurts their bottom line. The industry improves with big goals and incremental steps in the right direction. The Bumper Score is the next move towards better data and better podcasting decisions. For more insights on the score and why it matters, check out the full episode of The Media Roundtable below. Your Monthly ORBIT Report – September 2026 The Business of B2B: Look Outside the Business Sector B2B podcast advertising comes with a built-in assumption: If you’re selling to businesses, you should advertise on business podcasts. But is it true? To separate the leads from the sales, we turned to ORBIT (the Oxford Road Benchmark Intelligence Tool). ORBIT isolated performance by using actual campaign data representing over $2 billion in advertiser spend. Special shout-out to our top three performers: This Past Weekend (#3), Deep Questions with Cal Newport (#2), and Today, Explained (#1). Turns out B2B success goes far beyond the business genre. In fact, in our analysis of the best-performing podcasts for B2B advertisers, only two business podcasts made the cut. We saw multiple winners in the comedy, leisure, and education categories. Ready to maximize your B2B ROI ASAP? ORBIT has you covered. B2B Winners Know No Bounds: B2B performance isn’t about genre. Our top 15 shows span eight categories, including comedy, true crime, and society & culture. The takeaway: You won’t know if a show works for B2B by looking at the genre. Sure, genre fit is a reasonable starting point, and business shows definitely have a place in a B2B campaign. But don’t stop there: Move to proven shows when building your actual media plan. Buying every show in a genre is less efficient than buying the right shows. Breaking News: Surprise Genre Nabs Top Spot: The #1 and #11 shows in our ranking are news programs. B2B brands that blacklist the news genre do so at their own loss. For marketers armed with ORBIT, the smart play is to buy the best and skip the rest. Marketers, ready to take care of business? For the complete September ORBIT Rankings and Insights, check out the full report below. Read the Full September ORBIT Report Here The Classifieds The Doctor Will Debunk Those Medical Rumors Now Network: The Outloud Group / Episodic Downloads: 2.1 million October is both Breast Cancer Awareness Month and Health Literacy Month, and as social media becomes more commonplace in our lives, knowing where you can get quality medical information becomes tricky. Thankfully, Dr. Mikhail “Mike” Varshavski is here to the rescue. An actively practicing D.O., the host of Doctor Mike has been tearing down health misinformation on the internet for ten years now, and his 15 million YouTube followers know they can always trust him to tell the truth. Whether he’s giving his audience a behind-the-scenes look at a doctor’s life, or debunking the latest trending topic in the healthcare industry, Dr. Mike brings his signature humor and realness to every video. If you’re looking for a content creator to support during Health Literacy Month, you cannot go wrong with Dr. Mike. Click the link below if you’re ready to find the cure for your testing woes. Get The Deal The Anatomy Class You Actually Want to Take Network: Centus / Episodic Downloads: 61,000 Our second health-focused YouTube channel is for anyone who wants to better understand human anatomy and learn why your body does certain things. Brothers-in-law Jeremy Jones and Jonathan Bennion created Institute of Human Anatomy to help increase access to cadavers that many in the medical space struggle to acquire. Yes, you read that right: They use real cadavers on this channel. But don’t worry: They also have videos for the squeamish among us. Video topics include the difference between a FIFA player’s heart and a non-athlete’s heart; what Vitamin D does for the body; and why diabetes is such a dangerous disease. This channel is perfect for those looking to reach audiences engaged with health and fitness. If you’re ready to break down the science behind this great opportunity, move your bones to the link below. Get The Deal In Case You Missed It Ad Load Is the Programmatic Tradeoff Nobody’s Talking About As programmatic podcast buying becomes more common, advertisers and platforms are confronting the risk of heavier ad loads and excessive frequency. AdExchanger reports that 82% of surveyed media buyers now buy audio programmatically, up from 41% in 2022, while expanded DSP access is making podcast inventory easier to buy at scale. The tradeoff is that impression-based campaigns can expose individual listeners to significantly more ads. We know podcast performance improves when there’s less ad clutter. Ad load may move around seasonally, and Podscribe noted a decrease in its latest Benchmark Report. However, the longer-term trend is clear: podcasts are carrying more advertising, whether through direct buys or digital delivery. As programmatic makes it easier to scale inventory, marketers need to keep ad load and frequency top of mind. Read More Amazon Adds Podcasts to Its DSP – The Measurement Gap Closes Amazon DSP added podcasts to its audio mix, allowing podcast exposure to be measured alongside streaming audio and other media. Amazon says this is helping advertisers better understand audio’s contribution to downstream actions like purchases and new-to-brand customers. Audio has long been disadvantaged by last-touch measurement. Take it from Amazon: better integration and measurement across channels should make it easier for marketers to see podcast and streaming audio’s role in driving outcomes. Read More Radio Rules the Road, But the Map Is Changing Mobile devices have surpassed AM/FM radio as the leading device for in-car audio consumption among Americans 13–34. Edison Research at SSRS found that mobile devices now account for 46% of daily in-car audio time, compared with 43% for radio. A decade ago, radio held a 47-point advantage. Edison notes that some mobile listening still consists of streams from traditional radio stations, but the impressions are now just delivered through mobile devices instead of that Alpine radio you installed in the dash. The car remains one of radio’s biggest advantages, and AM/FM still leads in share of listening across the total market. But younger consumers are increasingly turning to digital-first, and over time that will change the balance. Radio delivers scale, but marketers should also recognize where listening behavior is trending. Read More #SaveTheLiveReads The Viall Files Team Up with Wayfair for a Patio Refresh Nick Viall and Natalie Joy of The Viall Files bring this week’s #STLR with a seasonal Wayfair endorsement centered on making the most of outdoor living. We see this show come up a lot here in the STLR section, and for good reason: The hosts know how to do a personal endorsement. As the weather starts to cool, the couple shares how they refreshed the screened-in porch at their lake house entirely with Wayfair products, turning it into one of their favorite places to spend time. That real-life example feels especially timely, as listeners get ready for fall gatherings or simply want to enjoy their outdoor space a little more. The hosts also highlight Wayfair’s range of styles and price points, along with Wayfair verified products, which undergo a 10-point quality inspection. By pairing a personal home refresh with specific shopping tools, Nick and Natalie make Wayfair feel like an approachable resource for a much-overdue seasonal update for their favorite spaces. Listen Here Contact us for a Consultation  OXFORd In The News Three Agencies, One Stage, One Message: Engaged Views Only At the Sounds Profitable Business Summit during Podcast Movement NYC, Oxford Road joined Adopter Media and Right Side Up in announcing that all three agencies will only count YouTube’s Engaged Views metric when buying YouTube podcast advertising. The move directly responds to YouTube’s August decision to change its public view definition in a way that effectively doubled view numbers. Podnews, Sounds Profitable, and Podcast Business Journal all covered the announcement, with coverage framing it as a rare moment of competitors aligning publicly to push the industry toward a consistent standard. Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery    

B2B podcast advertising comes with a built-in assumption: If you’re selling to businesses, you should advertise on business podcasts. But is it true? To separate the leads from the sales, we turned to ORBIT. ORBIT (the Oxford Road Benchmark Intelligence Tool) isolates performance using actual campaign data representing over $2 billion in advertiser spend. ORBIT doesn’t care about vanity metrics; it only highlights the inventory that actually converts for advertisers. September 2026 ORBIT Rankings   September 2026 ORBIT Insights It turns out B2B success goes far beyond the business genre. In fact, in our analysis of the best-performing podcasts for B2B advertisers, only three business-focused podcasts made the cut, and all of them landed outside the top five. Meanwhile, we saw multiple winners in the comedy, technology, and society & culture categories (even the philosophy category made the list). We’re not telling you to avoid business shows for B2B. Instead, this is a reminder that B2B is a buyer classification, not a content strategy. Genre helps dictate which shows you should investigate. But ORBIT tells you which shows are actually earning the buy. Let’s tune out the noise and get to the B2B insights that will help you boost ROI ASAP. • B2B Winners Know No Bounds: B2B performance isn’t about genre. Our top 15 shows span eight categories, including comedy, true crime, and society & culture. The takeaway: You won’t know if a show works for B2B by looking at the genre. Genre fit is a reasonable starting point, and business shows definitely have a place in a B2B campaign (see below). Just don’t stop there: Move to proven shows when building your actual media plan. Buying every show in a genre is less efficient than buying the right shows. • Business is a Shortlist, not a Shortcut: Yes, B2B and the business podcast genre share a word. That doesn’t mean B2B advertisers should run exclusively on business shows. We clocked three winners in the business category, but overall, the genre performs below our average. ORBIT’s advice is to pick a few recommended winners in business, then diversify. Remember: Your customers listen to all kinds of shows. Concentrating spend in a crowded genre (with other B2B buyers) hurts your campaign. • Tech on Top: There’s a parallel story for the technology genre. Three programs, all in the top five of the ranker, demonstrate that while the genre can work for B2B, it’s not a sure bet (and in fact, the technology genre is only slightly above average for B2B). Marketers: Our advice is to stay curious about tech shows, but to use ORBIT to narrow the field to a few cutting-edge shows. • Breaking News: Surprise Genre Nabs Top Spot:The #1 and #11 shows on our ranker are news programs. B2B brands that blacklist the news category do so at their own peril. For marketers armed with ORBIT, the smart play is to buy the best and skip the rest. Unlock past ORBIT rankings and insights   How ORBIT Works (And Why It’s A Metric That Matters) ORBIT normalizes performance across different advertiser goals, whether that’s target CAC, desired ROAS, or cost per qualified lead. This allows direct comparison across campaign types, something download-based rankings can’t provide. The difference: Many tracking tools tell you who’s advertising and estimate spend, count ad occurrences, or measure downloads and reach. ORBIT shows which podcasts made money and which ones didn’t. We factor in what advertisers paid, what they were trying to achieve, how it was measured– including survey-based attribution data–and whether the investment delivered ROI. That’s the difference between counting impressions and measuring profit. Our methodology: Minimum 3 distinct advertisers per show Minimum 3 paid drops per advertiser At least 50% of placements must exceed advertiser goals A 12-month rolling analysis updated monthly Attribution-normalized across pixels, codes, URLs, and modeling For Advertisers Here’s how ORBIT can help you eliminate guesswork from podcast planning: De-risk initial buys by seeing which shows have proven track records with similar advertisers. Optimize faster with normalized performance data across attribution models. Find hidden gems before they become expensive tier-1 shows. Break category assumptions with data that shows where your customers actually listen. Scale with confidence, knowing which placements consistently deliver ROI. The era of buying podcast ads based on download numbers is over. ORBIT shows you which shows drive performance before you spend a dollar. Subscribe to The Influencer for monthly ORBIT updates  

A great podcast doesn’t just transform the lives of its audience. It also has a profound impact on its host. This week’s guest has found a new calling – not to mention a new following – through her powerful podcasting work. On the latest episode of The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) welcomes Monica Lewinsky (anti-bullying social activist; Host, Reclaiming with Monica Lewinsky) to talk about conversational cocoons, mission-based marketing, and her show’s reclaiming journey. Let’s dive in. “When you hear the catch in someone’s voice, when you hear authenticity, or inauthenticity, I think that’s what is really magical about podcasts.” – Monica Lewinsky (anti-bullying social activist, host of Reclaiming with Monica Lewinsky) Finding Purpose – Every great podcast needs a reason to exist, and needs a deeply connected host who can convey the show’s mission statement. So, what’s Monica’s elevator pitch for her show? As she puts it: ”Reclaiming is a conversational show about finding the things that we’ve lost in a moment, or over a decade, and how we got them back.“ Marketers, ask potential partners why they make their show, and listen for the passion in their words. Cocoons and Conversation – Podcasts are one of the few spaces in media where vulnerable, long-form conversations can still happen. It’s why Monica wanted to not only reclaim her story through podcasts, but to also “create this cocoon to have a conversation” with her guests. Brands want there to be trust between the audience and host, but trust starts between host and guest. Monica’s experiences under media scrutiny make her uniquely suited to build that “cocoon,” and invite others to join her there. Missions and Marketing – The best brand-creator partnerships come from shared beliefs, not just a transactional relationship. Monica goes out of her way to work with anti-bullying orgs because that’s the mission she cares about, even if they tend to pay less than others. Brands: When you’re looking for creators who will go the extra mile with you, consider ones that truly care about the same goals. For more insights on how Monica has reclaimed stories through the power of podcasting, check out the full episode of The Media Roundtable below.

A great podcast doesn’t just transform the lives of its audience. It also has a profound impact on its host. This week’s guest has found a new calling – not to mention a new following – through her powerful podcasting work. On the latest episode of The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) welcomes Monica Lewinsky (anti-bullying social activist; Host, Reclaiming with Monica Lewinsky) to talk about conversational cocoons, mission-based marketing, and her show’s reclaiming journey. Let’s dive in. “When you hear the catch in someone’s voice, when you hear authenticity, or inauthenticity, I think that’s what is really magical about podcasts.” – Monica Lewinsky (anti-bullying social activist, host of Reclaiming with Monica Lewinsky) Finding Purpose – Every great podcast needs a reason to exist, and needs a deeply connected host who can convey the show’s mission statement. So, what’s Monica’s elevator pitch for her show? As she puts it: ”Reclaiming is a conversational show about finding the things that we’ve lost in a moment, or over a decade, and how we got them back.“ Marketers, ask potential partners why they make their show, and listen for the passion in their words. Cocoons and Conversation – Podcasts are one of the few spaces in media where vulnerable, long-form conversations can still happen. It’s why Monica wanted to not only reclaim her story through podcasts, but to also “create this cocoon to have a conversation” with her guests. Brands want there to be trust between the audience and host, but trust starts between host and guest. Monica’s experiences under media scrutiny make her uniquely suited to build that “cocoon,” and invite others to join her there. Missions and Marketing – The best brand-creator partnerships come from shared beliefs, not just a transactional relationship. Monica goes out of her way to work with anti-bullying orgs because that’s the mission she cares about, even if they tend to pay less than others. Brands: When you’re looking for creators who will go the extra mile with you, consider ones that truly care about the same goals. For more insights on how Monica has reclaimed stories through the power of podcasting, check out the full episode of The Media Roundtable below. The Classifieds There’s No Need to Overkill the Drama of These Stories Network: Big Little Media / Episodic Downloads: 125k True crime has seen a lot of backlash in recent years, due to some hosts’ decision to frame crimes as lascivious, while promoting perpetrators over victims. Brooke Makenna strove to change that with her weekly podcast with Big Little Media. Overkillers deliberately puts victims and survivors first, and covers cases that are stranger and more disturbing than most true crime shows dare to explore (one episode focused on a psychologist who spent her career researching homicidal teens, only to be allegedly killed by her own daughter). Brooke does diligent research and delivers enticing stories while giving the content a different moral weight than the genre usually carries. Highly recommended for lifelong learners who love true crime and researched reporting. If you want to get your hands on this opportunity, click the link below… Get The Deal Cheese + Beer + Football = One Good Sports Podcast  Network: Blue Wire Podcasts / Episodic Downloads: 75k For Green Bay Packers fans, the offseason is long, and the noise is loud, which is exactly what Pack-A-Day was built to cut through. Host Andy Herman and a rotating crew of writers and podcasters from across Packers Nation deliver a new episode every day of the year, covering team news, rumors, game reviews, player grades, roster analysis, NFL Draft intel, and training camp dispatches with the kind of detail that only a deeply committed fan base expects. Episodes are typically under forty minutes, and listeners view Andy as a reliable voice in a sports community where others tend to overreact to every snap. With thousands of published episodes, Pack-A-Day has more than earned its daily spot in the feed. This show is greatly suited for a male-skewing client, or anyone looking for tune-in opportunities in local markets. Click below, and Go Pack, Go! Get The Deal In Case You Missed It Congress Throws AM Radio a Lifeline The U.S. House of Representatives passed the AM Radio for Every Vehicle Act on September 15th, sending the bill to the Senate. Broadcasters and advocacy groups welcomed the move, citing AM’s role in emergency information and local programming as reasons to protect this essential service. If enacted, the legislation would require AM radio as standard equipment in new passenger vehicles at no additional charge. While the radio industry celebrates the news, don’t expect it to change consumer behavior. Radio still enjoys mass listenership, but that listenership declines a little each year as listening share shifts to streaming and podcasts. Keeping AM in the dashboard preserves distribution and removes one potential accelerator of that decline. Read More California Sets Precedent for AI Voice Disclosure California’s SB-1050 mandates disclosures for prominent AI-generated voices in ads (including audio-only media) starting January 1st, 2027. Unlike New York’s law, California lacks an actual-knowledge exception and penalizes violations under state false-advertising laws, exposing advertisers to significantly higher financial liability. The laws may be at the state level, but the implications extend to national campaigns. As Kilpatrick puts it: “When national advertising uses what appears to be a real human, but is not, the safe bet is to disclose.” Starting January 2027, that increasingly looks less like best practice and more like the emerging standard. Read More Follow the Audience, Not the Format Acast’s “Podcast Pulse 2026” report shows that 88% of podcast consumers move between audio and video formats throughout the day based on their routines. This cross-format audience is highly responsive to ads, with 81% taking brand-related actions, while audio-friendly video ad creative performs best across both mediums. Remember, consumers decide where they get their podcast fix. Some may have preferred podcasting to remain audio-only, but that ship has sailed. Video broadens reach, and audio and video complement each other. The smart play is to follow the audience and build content that works wherever they choose to consume podcasts. Read More #SaveTheLiveReads Whatnot Makes the Search Worth It Morgan Adams and Brooke Barry of Hear Me Out with Morgan Adams & Brooke Barry deliver this week’s #STLR with a fun, family-driven endorsement for Whatnot. Morgan kicks things off with a story about her mom searching for a pair of cheetah-print Brooks walking shoes, only for her brother to score the hard-to-find pair on Whatnot (which completely makes her mom’s day). By capturing the excitement of finding something you’ve long been looking for, Morgan’s personal story immediately demonstrates the appeal of Whatnot. Morgan also highlights the platform’s live shopping experience, where shoppers can interact with sellers in real time, ask questions, get a closer look at products, and discover items they might not find elsewhere. After seeing the shoes in person, Morgan says she finally understands the “Whatnot obsession,” making the endorsement feel authentic and rooted in her own family’s experience. It’s a great example of turning a simple product discovery into a relatable story that makes listeners want to start hunting for their own finds. Listen Here Contact us for a Consultation  OXFORd In The News Oxford Road and Bumper Just Called Out the Industry’s Dirty Little Secret Oxford Road has partnered with Bumper to back the Bumper Score, a new audience-verification metric that rates podcasts based on verified delivery data, app engagement, and actual ad consumption across audio and video. The Bumper Score moves beyond downloads and gives advertisers a clearer picture of whether their ads actually reached real listeners. The announcement landed across Podcast News Daily, Podnews, Sounds Profitable, Podcasting Today, Roastbrief, Ads of Brands, and Podsubs, all of which picked up on the same core argument: Namely, that confusion about audience quality costs the industry deals, and the Bumper Score is a meaningful step toward fixing that. Read Dan Granger’s take here. Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

Attribution remains one of the industry’s biggest challenges, prompting many marketers to waste as much as half of their budget. To get expert advice on how to deploy that spend more wisely, you need to check out this week’s installment of The Media Roundtable. At this year’s CAO Summit, Giles Martin (EVP Strategy, Oxford Road) moderated a panel of experts focused on wrangling attribution with confidence. Sharing the stage with Giles were three bona fide attribution all-stars: Kezia Koo ( Fractional Growth Marketing Leader; ex-Indeed, Chegg, Amazon)  Brad Miller (SVP Marketing, SelectQuote) Jon Pease (Sr. Dir. Growth Marketing, MasterClass) Together, they talked about attribution stacks, what MMMs can (and can’t) do, and the search for allies. Let’s dig in. “MMM is like the mullet of measurement. It’s back in style, but only because everything else stopped working.” – Jon Pease (Sr. Dir. Growth Marketing, MasterClass) Stacks on Stacks – Successful attribution needs an attribution stack. No single approach is enough, but our experts found attribution success with varied methods, including vanity URLs, HYDHAUs, pixels, geo tests, clean rooms, and MMMs. No marketer had the same attribution stack, but everyone used at least three methods. That doesn’t mean you need to copy another company’s stack. It just means that if you’re relying on a single source of truth, it helps to have a second opinion (or at least a tie-breaking vote). MMM’s True Purpose – Media Mix Modeling (MMM) doesn’t need to be a marketing oracle. Instead, think of it as a smoke detector: A method that sounds alarms on inefficiencies in search and highlights underinvesting. Those MMM alarms can lead to changes, but you need to confirm any improvements through another attribution source. Find Allies – Whatever attribution approach you’re advocating for, you’ll need allies outside of marketing to back you up. Make friends with experts in data science, finance, and beyond. Some attribution efforts are slow and costly, but worth it. They’ll never be greenlit, though, if the marketing department is the only supporter. So find people who want the same thing as you, but who see problems differently, as their recommendations will carry more weight. For more insights from marketers winning the attribution war, check out the full episode below.

Attribution remains one of the industry’s biggest challenges, prompting many marketers to waste as much as half of their budget. To get expert advice on how to deploy that spend more wisely, you need to check out this week’s installment of The Media Roundtable. At this year’s CAO Summit, Giles Martin (EVP Strategy, Oxford Road) moderated a panel of experts focused on wrangling attribution with confidence. Sharing the stage with Giles were three bona fide attribution all-stars: Kezia Koo ( Fractional Growth Marketing Leader; ex-Indeed, Chegg, Amazon)  Brad Miller (SVP Marketing, SelectQuote) Jon Pease (Sr. Dir. Growth Marketing, MasterClass) Together, they talked about attribution stacks, what MMMs can (and can’t) do, and the search for allies. Let’s dig in. “MMM is like the mullet of measurement. It’s back in style, but only because everything else stopped working.” – Jon Pease (Sr. Dir. Growth Marketing, MasterClass) Stacks on Stacks – Successful attribution needs an attribution stack. No single approach is enough, but our experts found attribution success with varied methods, including vanity URLs, HYDHAUs, pixels, geo tests, clean rooms, and MMMs. No marketer had the same attribution stack, but everyone used at least three methods. That doesn’t mean you need to copy another company’s stack. It just means that if you’re relying on a single source of truth, it helps to have a second opinion (or at least a tie-breaking vote). MMM’s True Purpose – Media Mix Modeling (MMM) doesn’t need to be a marketing oracle. Instead, think of it as a smoke detector: A method that sounds alarms on inefficiencies in search and highlights underinvesting. Those MMM alarms can lead to changes, but you need to confirm any improvements through another attribution source. Find Allies – Whatever attribution approach you’re advocating for, you’ll need allies outside of marketing to back you up. Make friends with experts in data science, finance, and beyond. Some attribution efforts are slow and costly, but worth it. They’ll never be greenlit, though, if the marketing department is the only supporter. So find people who want the same thing as you, but who see problems differently, as their recommendations will carry more weight. For more insights from marketers winning the attribution war, check out the full episode below. The Classifieds  The Antidote to Toxic Bravo Takes Network: Realm / Episodic Downloads: 10k Bravo continues to reign supreme in the reality TV world, but it’s clear there’s plenty of toxicity in the fandom. Turtle Time’s  Amy Scarlata and Riley Hamilton cover the full Bravoverse–which includes everything from the Real Housewives franchise to Vanderpump Rules–with warm, nuanced, genuinely funny commentary. The series’ co-hosts are pop culture experts, and their conversations drift naturally into film, books, and general entertainment without ever losing the thread. The show’s combination of insight and comedy has earned it a devoted following, as evidenced by its popular Patreon. Listeners have invested lots of time and money in Turtle Time, and advertisers who’ve tested the show have seen strong results. If you’re looking for loyal female consumers who love entertainment, we encourage you to test. Click below to enter the Bravoverse. Get The Deal The Quiet Work of Living Well  Network: Pitaya / Episodic Downloads: 42k This week marks the start of Hispanic Heritage Month, which we’re celebrating in The Influencer with a fresh, vibrant podcast from Mexico: Ad Propositum, a show that seeks to root out the pablum associated with self-help and bring a therapeutic outlook to wellness. Host Efrén Martinez guides listeners through thoughtful topics, including why love hurts even when it isn’t toxic; how guilt in a relationship differs from genuine accountability; and why the belief that love conquers all is quietly damaging. They’re the kinds of subjects many shows avoid entirely, and Ad Propositum addresses each one with precision and clarity, with most episodes running less than twenty minutes long.  For advertisers looking to break into the Mexican market, Ad Propositum is a beloved and well-regarded option for Q4 testing. Click below and get to the point. Get The Deal In Case You Missed It Podscribe’s Q3 Data Confirms YouTube’s New View Count Is a Mirage Podscribe’s Q3 2026 report finds public YouTube views running approximately 1.8x Engaged Views per episode released since the measurement change began on August 24th. The report also found that shows with more Apple Podcast ratings relative to their audio reach also recorded higher purchase rates. Episodic buys generated more purchases per impression than impression-based buys, but both delivered a $158 cost per acquisition. Podscribe’s data corroborates what we saw with Bumper: YouTube’s counting change inflates reported views. Insist on Engaged Views for pricing and reporting, rather than paying more because a platform changed its counting rules. Read More Cutting Shows After Week One? You’re Leaving Money on the Table Magellan AI’s analysis of H1 2026 campaigns found host-read ads recorded a 54% higher median site response rate than produced ads. The analysis also found that podcasts with a video component recorded higher lead and purchase conversion rates than RSS-only shows, and that purchase response continued well beyond the first week. The takeaway: Don’t rely on first-week results alone to judge a show’s performance. Advertisers who cut shows before response has had time to develop risk walking away from investments that are still delivering. Read More Audio’s Most Loyal Audience Is Listening, But You’re Ignoring Them iHeartMedia is urging advertisers to connect with Hispanic and Latino consumers through cultural identity and shared experiences rather than simply translating ads into Spanish. The company points to a U.S. Latino population of 68 million, with adults spending about five hours a day listening to audio. It also cites research showing that 78% of Hispanic consumers say they are more likely to try a new product after hearing about it from a favorite radio or podcast host. Hispanic consumers deserve more than an annual reminder during Hispanic Heritage Month. Marketers should build this audience into year-round growth plans, with the investment and creative attention its buying power warrants. Read More #SaveTheLiveReads Bert Kreischer Lost 50 Pounds – Ro Gets the Credit Bert Kreischer, host of Something’s Burning, delivers this week’s #STLR with an unusually personal endorsement for Ro. Kreischer opens up the ad by talking about his own weight-loss journey. Rather than simply discussing Ro’s offerings, Bert makes the message personal from the start, urging people not to automatically write off treatment because of cost, knowing that many fear insurance won’t cover this type of care. The read becomes especially compelling when Bert reveals that he’s down 50 pounds and now enjoys working out and living the life he wants. He also highlights Ro’s free Insurance Checker, which takes the hassle out of figuring out coverage by verifying coverage before a customer makes a purchase. That combination of personal experience and a practical solution makes Ro feel less like a healthcare service and more like a resource Bert genuinely wants his listeners to explore. It’s an honest, direct read with a powerful personal payoff, proving that the right time to start your weight loss journey is now. Listen Here Contact us for a Consultation  OXFORd In The News Audacy Wrote Their New Rules of Podcast Advertising – Oxford Road Helped Audacy released its State of Audio report, “The New Rules of Podcast Advertising,” a 44-page playbook that examines where podcast advertising stands and where it’s headed. Oxford Road is one of three industry experts cited in the report, alongside Adopter Media and Mynt. Oxford Road’s perspective focuses on three major podcasting topics: Why AI threatens the host-audience trust that makes podcast advertising work; where omnichannel opportunities can go next; and how removing measurement barriers can unlock better creative and outcomes. The report also cites the AMP Accords and its measurement chapter as a concrete example of how the industry is stepping up. Read More The AMP Accords Just Got Their Next Major Proof of Concept Podscribe has announced a direct integration with Rumble that will give advertisers real attribution data for host-read, baked-in ads, tracking website visits, conversions, and purchases from Rumble campaigns. The integration uses measurement signals developed through the AMP Accords, the industry framework Oxford Road helped build and launched at this summer’s CAO Summit. Baked-in ads have long been one of the hardest formats to measure with confidence. This partnership is a concrete sign that the AMP Accords are moving from principle to practice, and that the industry is finally building the infrastructure to back them up. Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery    

Few relationships can change a company’s fortunes like finding the right creator to partner with. So what’s the secret to making the most of creator partnerships that deliver results? Find out in this week’s installment of The Media Roundtable. At this year’s CAO Summit,  Conor Doyle (President, Oxford Road) moderated a superstar panel that focused on how to make the most of creator partnerships, even when you don’t have all the data. Taking the stage with him was an all-star team of industry veterans: Caitlin Bricker (Sr. Manager, Influencer Marketing, DraftKings) Gavin Carr (Head of Podcast & Emerging Media, Morgan & Morgan) Mandy McDonald (VP, Partnerships & Affiliates, AG1) Morgan Melvan (Sr. Manager, Offline Marketing, Ro) Together, the panel talked about how buyers need to be great sellers; the best ways to help creators crawl, walk, and run; and why briefs can still be valuable. Let’s dig in. “The audience is so loyal to those creators that they will write in [the reviews]: ‘Oh, I  saw this on this YouTube channel, [and] had to give it a shot. He’s been talking about it for months.’” – Mandy McDonald (VP, Partnerships & Affiliates, AG1) Great Buyers are Sellers – To make the case for creator investment, you need to be able to sell the channel’s results internally. So where can you find the attribution data? Anywhere that works. Our experts piece it together from vanity links, post-purchase surveys, and yes, even customer reviews, paying attention to when users give shout-outs to their favorite hosts or shows. Crawl, Walk, Run – Successful partnerships aren’t static. When the performance is there, you can progress from a crawl (test their main channel) to a walk (negotiate usage) to a run (try new channels and amplify the partner). Partnerships like these are the ones that help both sides, and can serve as cornerstones of any marketing campaign. Brief the Niche – Trusted creators (like Dr. Andrew Huberman, who works with AG1) don’t need a brief when they’re talking to their audience. But when you’re trying to connect to a new niche, briefs are lifesavers, because you know more about the audience you’re trying to attract. Give hosts the context they need to tell a story that will resonate, and watch the result roll in. For more insights from industry vets who make creator marketing look easy, check out the full episode below.

Few relationships can change a company’s fortunes like finding the right creator to partner with. So what’s the secret to making the most of creator partnerships that deliver results? Find out in this week’s installment of The Media Roundtable. At this year’s CAO Summit,  Conor Doyle (President, Oxford Road) moderated a superstar panel that focused on how to make the most of creator partnerships, even when you don’t have all the data. Taking the stage with him was an all-star team of industry veterans: Caitlin Bricker (Sr. Manager, Influencer Marketing, DraftKings) Gavin Carr (Head of Podcast & Emerging Media, Morgan & Morgan) Mandy McDonald (VP, Partnerships & Affiliates, AG1) Morgan Melvan (Sr. Manager, Offline Marketing, Ro) Together, the panel talked about how buyers need to be great sellers; the best ways to help creators crawl, walk, and run; and why briefs can still be valuable. Let’s dig in. “The audience is so loyal to those creators that they will write in [the reviews]: ‘Oh, I  saw this on this YouTube channel, [and] had to give it a shot. He’s been talking about it for months.’” – Mandy McDonald (VP, Partnerships & Affiliates, AG1) Great Buyers are Sellers – To make the case for creator investment, you need to be able to sell the channel’s results internally. So where can you find the attribution data? Anywhere that works. Our experts piece it together from vanity links, post-purchase surveys, and yes, even customer reviews, paying attention to when users give shout-outs to their favorite hosts or shows. Crawl, Walk, Run – Successful partnerships aren’t static. When the performance is there, you can progress from a crawl (test their main channel) to a walk (negotiate usage) to a run (try new channels and amplify the partner). Partnerships like these are the ones that help both sides, and can serve as cornerstones of any marketing campaign. Brief the Niche – Trusted creators (like Dr. Andrew Huberman, who works with AG1) don’t need a brief when they’re talking to their audience. But when you’re trying to connect to a new niche, briefs are lifesavers, because you know more about the audience you’re trying to attract. Give hosts the context they need to tell a story that will resonate, and watch the result roll in. For more insights from industry vets who make creator marketing look easy, check out the full episode below. The Classifieds She’s Doing it for the Culture Network: The Paragon Collective / Episodic Downloads: 10k Though many people love learning the latest online gossip, there’s very little reverence for the “culture” part of “pop culture.” Shay Omi wants to make sure people understand culture isn’t just about what happens to people–it’s a shared understanding among many. In her new podcast, Critical Condition, Omi takes a detailed look at the what’s and whys of what makes pop culture special. Genuine academic rigor is applied to the stories everyone is already talking about, including Justin Bieber’s Coachella comeback; the racial dynamics at play on Love Island USA; and the reemergence of purity culture. Each episode is researched, argued, and delivered with the kind of precision and empathy that’s genuinely rare in entertainment commentary. If your target demographic leans more female and is interested in the society & culture and mental health categories, this is a highly recommended new opportunity. Click below for your own cultural diagnosis. Get The Deal Joy Reid is Bringing Primetime to the Masses Network: Crooked Media / Episodic Downloads: 50k After more than a decade behind an anchor desk, Emmy-nominated, NAACP Award-winning political journalist Joy Reid took her show independent, and she hasn’t missed a beat.The Joy Reid Show drops three times a week, with each episode featuring Reid’s signature brand of sharp, unflinching political analysis. Topics include the Trump administration’s impact on public health and the Democratic establishment’s war with its own base. Reid’s guest list has included the likes of New York City Mayor Zohran Mamdani and former Republican strategist Stuart Stevens. The Joy Reid Show already has nearly 200 episodes and a loyal audience that’s followed Reid from cable news to new media. For those looking for left-leaning political news options ahead of the November midterms, this is a good bet. For more newsworthy details, click the link below. Get The Deal In Case You Missed It YouTube Inflates Numbers, Bumper Has the Receipts Last month, YouTube announced it would start counting one second of video play as a view. With that change now in place, Bumper reports that public view counts for long-form podcast videos have nearly doubled relative to engaged views. Based on early data from hundreds of thousands of podcast videos, recently published episodes are averaging 1.96 public views for every engaged view. Nothing changed about how people watch videos, only how YouTube counts them. Marketers shouldn’t expect campaign performance or conversions to suddenly improve; instead, expect view-based metrics like view-through rate to decline and view-based CPMs to appear lower, simply because YouTube is counting many more views than before. Make any comparisons to historical benchmarks with that context in mind. Read More Japan Is Late to Podcasting – Investors Bet It’s Worth the Wait Japanese Adtech company Robot Start has raised new funding to expand its podcast advertising business, reflecting growing investor confidence that Japan’s podcast market is approaching an inflection point. While podcast adoption in Japan has historically lagged compared to similar developed markets, monthly listening continues to grow, particularly among younger audiences. For years, Japan has been a head-scratcher for global podcast advertisers: It’s a tech-forward market that never embraced podcasting at the same pace as other developed countries. While it will likely take years for listenership to approach markets like the U.S., the investment in podcast advertising infrastructure suggests Japan may finally be turning the corner from a niche medium to a scalable advertising channel. Read More Radio Gets a 21st-Century Measurement Upgrade Triton Digital has partnered with broadcast software provider RCS to enable advertisers to buy over-the-air inventory through their DSP. By connecting RCS’ playout system to Triton’s advertising platform, broadcasters can make traditional radio inventory available through the same automated buying workflows used for podcasts and streaming audio. Broadcast radio is well-suited to programmatic buying. Most terrestrial inventory consists of standard 30 and 60-second spots that can be bought and trafficked with relatively little complexity. The bigger challenge has been the industry’s reliance on traditional buying workflows. As advertisers increasingly expect automated buying, making broadcast radio easier to transact is an important step toward competing for budgets that have steadily shifted to digital media. Read More #SaveTheLiveReads King Crimson, Talking Heads, and the Earbuds That Let You Hear the World Duncan Shields, Alex Ellenberg, and Jacob Winneche of Hot Take Point Made bring this week’s #STLR home with a practical endorsement for Raycon’s Essential Open Earbuds. Their read highlights how the product’s open-ear design allows listeners to enjoy music without completely tuning out the world around them. The hosts specifically call out how useful that feature is when walking through an urban area, where hearing street crossings, cars, and nearby pedestrians adds an extra layer of awareness and safety. The read gets personal when the hosts share their recent music obsessions, whether it’s a deep dive into King Crimson or a refresher on the Talking Heads. They also highlight the earbuds’ eight hours of playtime and long battery life, letting users connect the product to their own habits. The read feels less like a traditional tech pitch and more like a passionate recommendation from a dedicated audiophile, which makes the listener want to click add to cart immediately. Listen Here Contact us for a Consultation  OXFORd In The News We Agree: BetterHelp’s Brittany Clevenger Is the Most Powerful Person in Podcasting Bloomberg’s Soundbite featured a profile of BetterHelp‘s Brittany Clevenger, whom writer Ashley Carman named “the most powerful person in podcasting.” Clevenger was the inaugural patron award recipient at Oxford Road’s Independent Podcast and Creator Awards at SXSW, an event built to celebrate the independent industry. In the story, Dan praises Clevenger’s importance to podcasting: “Without advertisers who take a chance on independent shows, none of us would be here right now.” Read More Oxford Road to YouTube: Thanks for Making Our Point for Us Podnews and Sounds Profitable both picked up Dan’s LinkedIn response to YouTube’s recent changes to its play metric. Dan’s read on it was characteristically direct: He acknowledged the frustration caused by YouTube’s announcement, while noting that, by adding more confusion to an already fragmented measurement landscape, the platform was inadvertently making the case for the kind of cross-platform standardization the AMP Accords are trying to solve. Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery    

Earlier this year, Forbes released its annual Top Creators list. This week, two of its highest-ranked names share their behind-the-scenes secrets. At this year’s Oxford Road’s CAO Summit, Dan Granger (CEO & Founder, Oxford Road) welcomed two powerhouses in the creator sphere: Dhar Mann (Host, What Happens Next with Dhar Mann; Founder, Dhar Mann Studios) and John Allen (Host, MrBallen Podcast; Founder, Ballen Studios). In this in-depth conversation, the two stars talk: storytelling at scale, the benefits of paying attention to the comments section, and going beyond the brief. Let’s dive in. “It does seem sort of fluky when somebody goes viral. I promise you it’s not. Going viral might be fluky. Staying relevant is not.” – John Allen, aka MrBallen (Host, MrBallen Podcast; Founder, Ballen Studios) Stories at Scale – Both Mann and Allen found success by telling captivating stories, whether they’re dark or inspirational. Their mastery of narrative storytelling helped them leap across platforms and formats, and taught them how to earn (and keep) the audience’s attention. For brands looking to partner with creators, it’s crucial to find someone who can hold interest, no matter what they’re saying, or where they’re saying it. Read the Comments – One benefit of video that never gets mentioned: The comments section. Allen was a podcaster who started as a video native, and he couldn’t have made it without his viewers’ feedback. If fans love or hate something, they’ll let you know, and creators who brave the comments section can emerge with a deep knowledge of their audiences. Marketers: Before you partner with creators, check the comment sections on their platforms and gauge their involvement. Positive feedback is great, but the real test of trust is whether the creators engage with their audience. Going Beyond the Brief – Marketers give creators a brief, but what they really want for their campaign is a memorable moment. For Advertising Week, Mann recruited Snoop Dogg for karaoke. That wasn’t in the brief, but Mann understood that it was his job to make memories for a brand. When your brand is looking to partner with creators, look at their past collabs and see if they went beyond the brief. If so, those are the creators you want. For more insights from two creators at the top of their game, check out the full episode of The Media Roundtable below.

Earlier this year, Forbes released its annual Top Creators list. This week, two of its highest-ranked names share their behind-the-scenes secrets. At this year’s Oxford Road’s CAO Summit, Dan Granger (CEO & Founder, Oxford Road) welcomed two powerhouses in the creator sphere: Dhar Mann (Host, What Happens Next with Dhar Mann; Founder, Dhar Mann Studios) and John Allen (Host, MrBallen Podcast; Founder, Ballen Studios). In this in-depth conversation, the two stars talk: storytelling at scale, the benefits of paying attention to the comments section, and going beyond the brief. Let’s dive in. “It does seem sort of fluky when somebody goes viral. I promise you it’s not. Going viral might be fluky. Staying relevant is not.” – John Allen, aka MrBallen (Host, MrBallen Podcast; Founder, Ballen Studios) Stories at Scale – Both Mann and Allen found success by telling captivating stories, whether they’re dark or inspirational. Their mastery of narrative storytelling helped them leap across platforms and formats, and taught them how to earn (and keep) the audience’s attention. For brands looking to partner with creators, it’s crucial to find someone who can hold interest, no matter what they’re saying, or where they’re saying it. Read the Comments – One benefit of video that never gets mentioned: The comments section. Allen was a podcaster who started as a video native, and he couldn’t have made it without his viewers’ feedback. If fans love or hate something, they’ll let you know, and creators who brave the comments section can emerge with a deep knowledge of their audiences. Marketers: Before you partner with creators, check the comment sections on their platforms and gauge their involvement. Positive feedback is great, but the real test of trust is whether the creators engage with their audience. Going Beyond the Brief – Marketers give creators a brief, but what they really want for their campaign is a memorable moment. For Advertising Week, Mann recruited Snoop Dogg for karaoke. That wasn’t in the brief, but Mann understood that it was his job to make memories for a brand. When your brand is looking to partner with creators, look at their past collabs and see if they went beyond the brief. If so, those are the creators you want. For more insights from two creators at the top of their game, check out the full episode of The Media Roundtable below. The Classifieds Hollywood’s Group Chat, Open to the Public Network: Hummingbird Media / Episodic Downloads: 50k There’s a reason people flock to Reddit for advice and perspective more than traditional sources: They want to hear it straight from the horse’s mouth. Heather Locklear, Jillian Barberie, and Melanie Mancil, RN have lived exceptionally unique lives, and they’re bringing you their unfiltered opinions each week on What Do You Want?!. They go through calls, texts, and DMs from their listeners, drawing from their own life experiences (and the wisdom of the crowd) to provide their own unfiltered takes. Topics include everything from Barberie’s breast cancer journey to true crime updates to older women’s sexual health, and they’re all covered with warmth, honesty, and humor. What Do You Want?! is a great opportunity for advertisers seeking an older female audience in such categories as health, wellness, and society & culture. Click below to queue in line for a quick chat. Get The Deal The Other Side of Forever Network: Lemonada Media / Episodic Downloads: 30k Divorce has a way of sorting out who your real friends are, and for Elizabeth Chambers and Marissa Hermer, their post-marriage lives have inspired a podcast. In The Dash from Lemonada Media, the two television personalities discuss such topics as new relationships, co-parenting, and the strange moments that come with being single again (like the time Chambers hired a TaskRabbit worker to retrieve her weave after a hookup). Conversations stay warm even when they get personal, and the chemistry between the two hosts makes the show feel less like content and more like eavesdropping. The audience for The Dash is made up of women going through a huge life event, and seeking self-improvement and relationship advice. Interested advertisers are highly recommended to test in Q4. Dash to the link below for more information. Get The Deal In Case You Missed It Podscribe Cracks Open YouTube’s Black Box Podscribe has expanded its SmartModeling technology to support YouTube-only creator campaigns, giving advertisers a new method to estimate campaign performance when direct, pixel-based attribution isn’t available. The model uses campaign performance and video-specific signals to estimate incremental impact, extending capabilities first introduced for YouTube podcast simulcasts. Measurement has long been a barrier to brands investing in YouTube creators with confidence. While modeled attribution isn’t a perfect replacement for deterministic measurement, it’s another step toward reducing uncertainty and giving marketers more confidence to test the YouTube waters. Read More Creators Thinking Beyond Their Sponsorship Origins As creator marketing matures, brands are moving toward deeper partnerships that emphasize long-term business outcomes over one-off sponsorships. The shift is encouraging creators to think more like marketers, investing in paid amplification, creative testing, and performance optimization, thereby making them an increasingly strategic part of the marketing mix. Greater advertising diversity is a positive step, but marketers shouldn’t optimize away what makes creator marketing effective: The hard-earned (and easily lost) trust between creators and their audiences. Read More Gen Z Didn’t Kill Audio -They Just Moved the Party Edison Research’s latest Share of Ear data shows younger audiences continue to over-index for audio listening. Americans between the ages of 13 and 29 make up 25% of the population, but account for 28% of daily audio listening. Meanwhile, Gen-Xers and baby boomers consume a smaller share of audio than their respective population sizes would suggest. Younger audiences have always been heavy consumers of audio; what’s changed is the platforms they choose to consume it through. Believe it or not, radio once played a much bigger role in pop culture. Today, it’s podcasts and streaming that create those same spaces. If you want to know what’s trending, ask someone under 34. Read More #SaveTheLiveReads Fabletics – The Gold Medal Standard for Inconsistent Weather Female phenoms Amanda Doyle, Abby Wambach, and Glennon Doyle of We Can Do Hard Things bring this week’s #STLR home with a Fabletics read that makes getting dressed for transitional weather feel like a whole lot less work. We all know the seasonal struggle of being hot outside and freezing indoors that creates a need for versatile pieces. Thankfully, these hosts deliver a perfect solution with a personal favorite: A deep green matching set that can go from a morning walk to running errands, and even straight into a long travel day. That specific example makes Fabletics’ comfort and versatility easy to picture, while the mention of signing up as a new VIP and receiving 70–80% off gives listeners an immediate reason to check out Fabletics’ catalog. Rather than simply talking about activewear, the hosts give practical demonstrations of how one outfit can keep up with a full day while never sacrificing comfort or style. It’s a simple, relatable pitch that makes transitional dressing feel a little more effortless, and given that Wambach is a former professional athlete, her testimonial gives credibility to even the most intense use cases. Listen Here Contact us for a Consultation  OXFORd In The News ORBIT Proves Comedy Podcasts Are No Joke The ORBIT August findings continued to make news, picking up additional coverage from Podcast Business Journal, Podnews, Ads of Brands, and Inside Audio Marketing. All emphasize the same point: namely, that the comedy genre is improving, but its winners remain hard to predict. Meanwhile, Inside Audio Marketing went deeper, noting that the comedy category has delivered stronger ad performance every year since 2022 and that the latest ranking spans shows from eleven different publishers. It’s a sign that there are more opportunities for wins than the genre’s overall performance numbers suggest. Read More The AI Awareness Gap Gets More Coverage Red Tech, Podcast News Daily, and Inside Audio Marketing all followed up on findings from “The Great AI Divide,” a joint study from Oxford Road and Cumulus Media | Westwood One Audio Active Group. Coverage of the report centered on several key findings, like the fact that heavy podcast listeners use AI at work at more than twice the rate of the general population. Read More View the Report Here 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery    

It seems like AI is everywhere these days. But if you look at actual usage, only 50% of Americans use AI once a week. That’s roughly the same share of Americans who were logging on to the internet back in 2001. If AI brands want to grow, there’s a hesitancy gap they’ll need to address. According to our new study with the Cumulus Media | Westwood One Audio Active Group®, audio is the perfect place to foster a brand campaign. For details of our survey, as well as tips from our AI brand playbook, check out this week’s episode of The Media Roundtable. First-time host Tucker Peleuses (Chief of Staff, Oxford Road) welcomes Neal Lucey (EVP, Strategic Planning, Oxford Road) and Pierre Bouvard (Chief Insights Officer, Cumulus Media | Westwood One) to talk about AI’s split perceptions, audio wins, and why it’s important to remember you’re not the customer. Let’s dive in. “ If you’re an AI brand and you think most Americans are aware of you, you’ve got a lot of work to do.” – Neal Lucey (EVP, Strategy & Planning, Oxford Road) A Tale of Two Cities – Though AI has made inroads into numerous industries and workplaces, many Americans remain unaware of AI services. There’s still little mass-market recognition of AI brands, aside from a few big names. With that awareness gap, you’d think brands would be flooding the airwaves. But so far, only Claude and Microsoft Copilot have invested significantly in audio advertising. A lot of white space remains, just waiting for the right brands to take advantage of it. Why Audio Wins – Even though AI companies offer digital services, audio should be the centerpiece of their media plans: The demographic fit is just too good to ignore. Heavy podcast and AM/FM radio listeners significantly over-index on AI usage, awareness, and interest. A willing audience is already listening, and it’s up to AI brands to reach them. You’re Not the Customer – Because AI is so polarizing, marketers can’t assume potential customers share their enthusiasm for the technology. Check your blind spots and pre-test your creative to make sure you’re actually connecting with your audience. And please, please don’t be boring. Dull ads cost twice as much as interesting ones. For more insights on how AI brands can use audio to grow, check out the full episode below.

It seems like AI is everywhere these days. But if you look at actual usage, only 50% of Americans use AI once a week. That’s roughly the same share of Americans who were logging on to the internet back in 2001. If AI brands want to grow, there’s a hesitancy gap they’ll need to address. According to our new study with the Cumulus Media | Westwood One Audio Active Group®, audio is the perfect place to foster a brand campaign. For details of our survey, as well as tips from our AI brand playbook, check out this week’s episode of The Media Roundtable. First-time host Tucker Peleuses (Chief of Staff, Oxford Road) welcomes Neal Lucey (EVP, Strategic Planning, Oxford Road) and Pierre Bouvard (Chief Insights Officer, Cumulus Media | Westwood One) to talk about AI’s split perceptions, audio wins, and why it’s important to remember you’re not the customer. Let’s dive in. “ If you’re an AI brand and you think most Americans are aware of you, you’ve got a lot of work to do.” – Neal Lucey (EVP, Strategy & Planning, Oxford Road) A Tale of Two Cities – Though AI has made inroads into numerous industries and workplaces, many Americans remain unaware of AI services. There’s still little mass-market recognition of AI brands, aside from a few big names. With that awareness gap, you’d think brands would be flooding the airwaves. But so far, only Claude and Microsoft Copilot have invested significantly in audio advertising. A lot of white space remains, just waiting for the right brands to take advantage of it. Why Audio Wins – Even though AI companies offer digital services, audio should be the centerpiece of their media plans: The demographic fit is just too good to ignore. Heavy podcast and AM/FM radio listeners significantly over-index on AI usage, awareness, and interest. A willing audience is already listening, and it’s up to AI brands to reach them. You’re Not the Customer – Because AI is so polarizing, marketers can’t assume potential customers share their enthusiasm for the technology. Check your blind spots and pre-test your creative to make sure you’re actually connecting with your audience. And please, please don’t be boring. Dull ads cost twice as much as interesting ones. For more insights on how AI brands can use audio to grow, check out the full episode below. The Classifieds Gather ‘Round the Fire for Dark-Hearted Tales Network: Q6 Media / Episodic Downloads: 100k Submitted for the approval of the Midnight Society, I call this podcast: HORRORble. Yes, there’s now a grown-up version of Are You Afraid of the Dark?, but instead of featuring pool ghosts and haunted mirrors, the topics are far more conspiratorial. Host Askia “The Boogeyman” Booker brings in a rotating cast of exorcists, voodoo queens, cryptozoologists, demonologists, and everyday people with stories that don’t fit anywhere else. Since HORRORble Podcast’s launch late last year, impressions per episode have doubled, thanks to Booker’s dynamic hosting style and the show’s thrilling conversations, which cover everything from paranormal encounters to deep-cut occult history. HORRORble Podcast is best suited for audiences drawn to true crime, conspiracy theories, and fictional horror podcasts. The show’s also a strong option for advertisers exploring video in Q4. Click below…if you dare. Get The Deal Get a Jump-Start on Startups Network: Jonekiri / Episodic Downloads: 50k Audiences love a good startup success story. But what about a company’s awkward in-between stage, when everyone’s still trying to figure out what they’re doing? That’s where Startups Decoded lives. The show focuses on up-and-comers who are still learning their industries, finding the devil in the details, and taking their lessons one day at a time. Host Andy Walsh covers the full founder operating system, from idea to funding. Even when the conversations get granular–one episode featured a discussion on how to hyper-target crucial customer demographics–Startups Decoded always includes solutions to problems that affect a variety of industries. Pull on your Patagonia fleece and join the convo by clicking the link below. Get The Deal In Case You Missed It YouTube Inflated Its View Count and Called It a Feature YouTube has changed how it counts views for long-form videos and livestreams. Beginning August 24th, a view is now recorded as soon as a video starts playing. While public view counts will likely increase, YouTube says creator monetization and eligibility for the YouTube Partner Program will continue to rely on their existing “engaged views” metric, which remains available in Analytics. Advertisers should expect public YouTube view counts to inflate without any change in audience attention. The good news is that YouTube is keeping Engaged Views as a separate metric. That should remain the primary measure for evaluating campaign performance. If anything, YouTube’s change reinforces the need for consistent measurement standards across platforms. See the AMP Accords for more. Read More Don’t Build Your Brand Around a Person Who’s Building Their Way Out As the creator economy matures, more creators are planning for what comes after being the face of their business. According to data from the Consumer Technology Association, 42% of U.S. creators and 60% of full-time creators now have an exit plan. Whether through acquisitions, succession planning, or building businesses that can operate independently, creators are increasingly treating their brands as long-term companies rather than personal channels. This is a reminder not to overbuild around any single creator. Five years is probably a reasonable benchmark for the lifespan of most creator partnerships. The strongest marketing strategies will continuously test emerging creators while maintaining relationships with the few who continue to earn their audience over time. Read More AI Made Its Podcast Debut as a Media Buyer, But Veterans Aren’t Impressed Podcast News Daily reports Butler/Till and iHeartMedia completed what they call the first agentic AI media buy for premium streaming audio and podcasts. Working for an unnamed agricultural brand, AI agents executed buys within human-set rules, delivering streaming audio 42% more efficiently than direct buying and placing 48% of podcast impressions in non-skippable mid-rolls versus 33% traditionally. If one of the key optimizations is shifting more weight into mid-rolls, AI is confirming conventional wisdom rather than discovering something new. The real value will come when AI helps experienced buyers uncover opportunities that weren’t already obvious. Read More #SaveTheLiveReads Moms and Mysteries Just Made an Alpaca Hoodie Sound Essential Melissa and Mandy of Moms and Mysteries: A True Crime Podcast bring this week’s #STLR with a hilarious and highly relatable take on PAKA Apparel. Melissa notes the challenges of summer living in Florida, where she’s constantly alternating between being outside (where it feels like “the surface of the sun”) and being inside (where air-conditioned stores make it freezing cold). That dilemma is why her PAKA hoodie has become a year-round wardrobe staple. She also highlights how alpaca fiber keeps the hoodie soft, breathable, and thermoregulating, making it an item she actually reaches for rather than just keeping it in her closet. The read gets even more compelling when she shares that each PAKA hoodie is made from start to finish in Peru and handwoven by artisans, giving the product a sense of craftsmanship. It’s a perfect example of turning a description of a simple wardrobe staple into something listeners can genuinely see themselves living in. Listen Here Contact us for a Consultation  OXFORd In The News AMP’s Definition Aligns with Consumer Reality Signal Hill Insights used the AMP Accords’ definition of a podcast as the lens for a deep dive into how nearly 5,000 Americans actually describe the medium, and the findings offer useful context for why the standard matters. The data, drawn from Sounds Profitable’s 2025 Podcast Landscape study, shows that most Americans can coherently define a podcast. But only about a third of those surveyed spontaneously lead with audio or listening in their description, while just 7% of podcast consumers define the medium as video-only. The takeaway: Audio remains podcasting’s defining edge, but the industry still has work to do to make that case to audiences who discover the medium via the screen. Read More Weekly AI Use Is Where Internet Use Was in 2001 Oxford Road and Cumulus Media’s Westwood One published “The Great AI Divide,” a joint report on AI brand marketing, with coverage landing across Sounds Profitable, Roastbrief, Ads of Brands, Podcasting Today, Radio Ink, and Inside Radio. Among the findings: Heavy podcast and radio listeners significantly over-index on AI awareness, making audio a natural fit for brands trying to close that gap. Read More  Read The Report Here Four Outlets, One Finding: Stop Buying Comedy by the Headliner Our August ORBIT rankings on top-performing Comedy podcasts landed across Podcast News Daily, Podcasting Today, Roastbrief, and Sounds Profitable, all centering on the same finding: Only four shows from last November’s top 15 made the new list, and four of the five most efficient shows cost less than $2,500 per episode, while chart-toppers commanding premium rates frequently don’t crack ORBIT’s top 50. The genre is improving, but the roster of winners is in constant flux, and set-and-forget comedy buying is leaving performance on the table. Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

If you weren’t at this year’s CAO Summit, you missed out on a keynote speech that drew parallels between the headaches caused by banks printing their own money in the 1800s and the state of podcasting today. Lucky for you, we’re releasing the full recording in this week’s episode of The Media Roundtable. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP, Strategy, Oxford Road) talk about how podcasting platforms are printing their own money, the friction that adds to industry tension, and how AMP is poised to help. Let’s dive in. “Today, we have platforms that each print their own currency. We have downloads, plays, views, streams, video views. Each number may be perfectly valid inside of one individual system that created it, but the problem appears when a brand tries to compare them to each other.” –  Dan Granger (CEO & Founder, Oxford Road) Download the State Of Podcasting Today Trust is the Commodity – The one thing everyone in podcasting can agree on: This is a special and unique medium, thanks in no small part to the high levels of trust podcasters earn from their audience (according to one recent study, podcasters are nearly twice as trusted as influencers). But as Dan’s keynote points out, that trust hasn’t trickled down to the metrics and measurements used to gauge a show’s success. Platforms Print Their Own Currency – That trust is undercut because marketers have to compare three seemingly incomparable metrics: Downloads, views, and plays. That forces marketers to run their own numbers just to guess how many people are actually listening to their ads. While we may agree on how valuable trust is to podcasters, nothing about accessing that trust is standardized, and it’s costing everyone. Enter the Standards – The AMP Accords are our best chance at creating standards to eliminate the frictions of defining, buying, and measuring podcasts. They’re not perfect, and they don’t have to be. In the 1800s, federal dollar notes weren’t necessarily a perfect choice. But, when everyone agrees on a single trusted option, a dollar in one state becomes worth a dollar everywhere. If marketers ask for the same standards for the industry, trust will increase, and the industry can thrive. (If you agree, feel free to join the AMP Accords here.) For more insights regarding the State of Podcasting, and how it can be better regulated, check out the full episode below.

If you weren’t at this year’s CAO Summit, you missed out on a keynote speech that drew parallels between the headaches caused by banks printing their own money in the 1800s and the state of podcasting today. Lucky for you, we’re releasing the full recording in this week’s episode of The Media Roundtable. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP, Strategy, Oxford Road) talk about how podcasting platforms are printing their own money, the friction that adds to industry tension, and how AMP is poised to help. Let’s dive in. “Today, we have platforms that each print their own currency. We have downloads, plays, views, streams, video views. Each number may be perfectly valid inside of one individual system that created it, but the problem appears when a brand tries to compare them to each other.” –  Dan Granger (CEO & Founder, Oxford Road) Download the State Of Podcasting Today Trust is the Commodity – The one thing everyone in podcasting can agree on: This is a special and unique medium, thanks in no small part to the high levels of trust podcasters earn from their audience (according to one recent study, podcasters are nearly twice as trusted as influencers). But as Dan’s keynote points out, that trust hasn’t trickled down to the metrics and measurements used to gauge a show’s success. Platforms Print Their Own Currency – That trust is undercut because marketers have to compare three seemingly incomparable metrics: Downloads, views, and plays. That forces marketers to run their own numbers just to guess how many people are actually listening to their ads. While we may agree on how valuable trust is to podcasters, nothing about accessing that trust is standardized, and it’s costing everyone. Enter the Standards – The AMP Accords are our best chance at creating standards to eliminate the frictions of defining, buying, and measuring podcasts. They’re not perfect, and they don’t have to be. In the 1800s, federal dollar notes weren’t necessarily a perfect choice. But, when everyone agrees on a single trusted option, a dollar in one state becomes worth a dollar everywhere. If marketers ask for the same standards for the industry, trust will increase, and the industry can thrive. (If you agree, feel free to join the AMP Accords here.) For more insights regarding the State of Podcasting, and how it can be better regulated, check out the full episode below. Your Monthly ORBIT Report – August 2026 In Comedy, A-Listers Aren’t Always the Main Act As the saying goes: “Dying is easy; comedy is hard.” That’s certainly the case when it comes to the comedy podcast genre. It’s one of the most competitive and complex categories tracked by ORBIT (the Oxford Road Benchmark Intelligence Tool). ORBIT isolated performance by using actual campaign data representing nearly $2 billion in advertiser spend. Special shout-out to our top three performers: The Adam Carolla Show (No. 3), Crash Dummies Podcast With Pat And Mike (No. 2) , and Tin Foil Hat With Sam Tripoli (No. 1). Comedy is a highly competitive category, and as a result, our ORBIT ranker for the category is always in flux. Old favorites are regularly displaced by new hits, while shows hosted by A-list comedians are largely absent from ORBIT’s performance picture altogether, despite commanding big budgets and plenty of media coverage.  Here’s what we found: Comedy Can Be Cutthroat – Only four shows from our November 2025 comedy ranker held onto their spots during this latest round. The shows that fell off are still great buys, but their performance has been eclipsed by newcomers. The takeaway? When it comes to comedy, don’t just buy and forget. Instead, revisit your curated list frequently so that you can laugh all the way to the efficiency bank. Beyond Headliners – The comedy category presents a cornucopia of riches, with nearly half of the 125 qualifying comedy shows tracked in ORBIT proving to be efficient. But the genre as a whole lags. Why? Because the more efficient shows don’t get enough advertiser spend. Instead, the big bucks go toward the marquis shows that top the podcast charts, but don’t crack ORBIT’s top 50. When marketers pick punchlines over popularity, comedy is king. For the complete August ORBIT Rankings and Insights, check out the full report below. View the Full August 2026 ORBIT Ranking & Insights The Classifieds Don’t Get Caught in Third Gear While Everyone Else is Shifting Into a New Dimension Network: PRX / Episodic Downloads: 92k The technology may be ever changing when it comes to AI, but that just means there’s always something novel to talk about. SHIFT host Jennifer Strong aptly defines the role and reach of automation and artificial intelligence in this weekly podcast from PRX. Joined by experts from corporate America, tech, academia, and more, Strong conducts brisk conversations that center on some of the more complex utilizations of AI. The show isn’t entirely business-focused, as subjects include everything from robots’ roles on the International Space Station to how AI could legally free innocent people from prison. For B2B advertisers who want to reach a technologically inclined audience, this is a must-test opportunity for Q4. The SHIFT is happening. If you think you can keep up, click below. Get The Deal Sometimes, What’s Wrong is Actually Right Network: Impressions.fm / Episodic Downloads: 100k We’ve all read the map wrong, or taken a wrong turn and ended up in the worst spot imaginable. Actress Jameela Jamil has taken the wrong turn many times, and though she hasn’t always been happy about it, she spends time each week with others reflecting on the impact those turns had on their lives. The stories on Wrong Turns with Jameela Jamil often veer into the weird and woeful, and are shared by well-known celebrities. The show also features listener-submitted stories, which are included in a segment titled “Misery Loves Company.” Whether you’re licking your wounds, fresh off the newest ill-conceived decision, or you’re ready to reflect and move on, there’s something you’ll identify with on this podcast. The show’s audience is young, socially aware, improvement-driven, and heavily female, making it a great option for a huge selection of female DTC advertisers. There’s nothing wrong about venturing to the link below, so click for more details. Get The Deal In Case You Missed It Can AI Turn Your Audio Creative Into a CTV Masterpiece? Cineverse has launched VAUDIO, an AI-powered tool that transforms existing audio ads into connected TV (CTV) creative without requiring a traditional video production process. The platform combines audio spots with lightweight visuals—including branded graphics, motion loops, or talent imagery—to help advertisers extend audio campaigns into CTV more quickly at  lower costs. AI is making it easier to repurpose creative across channels, but easier doesn’t necessarily mean better. We’ve seen TV audio perform poorly when simply dropped into radio or streaming campaigns because each medium has different creative requirements. VAUDIO could lower production costs and make CTV more accessible, especially for smaller advertisers, but don’t confuse “good enough” with “effective.” Read More The “Bigger” Screen Showing Signs of a Comeback Edison Research data shows that 13% of U.S. podcast consumers now name connected TV as their primary screen for podcast consumption. As video becomes a bigger part of podcast consumption, YouTube and other streaming platforms are giving podcasts more opportunities to reach audiences on the largest screens in the homes. This looks less like changing consumer behavior, and more like familiar behavior playing out in a new format. When video is available, consumers generally choose the biggest screen they have access to. At home that’s often a TV. Outside the home, it’s usually a phone. Read More Alex Cooper’s “Unwell Network” Worth More Than iHeartMedia? Let That Sink In. Alex Cooper’s Unwell Network has received a strategic investment from WTSL, valuing the podcast and digital media company at approximately $500 million. While financial terms were not disclosed, the reported valuation exceeds the current market capitalization of iHeartMedia, highlighting the growing financial scale of creator-led media businesses. The fact that Unwell is worth more than iHeart tells you a lot about where investors think media is headed. Creator brands are increasingly becoming media companies in their own right. Time will tell whether those expectations prove realistic in the long term. Read More #SaveTheLiveReads Bachelorette’s Dogs Know their Chewy Box Comes Before She Does Former Bachelorette Kaitlyn Bristowe, of Off the Vine with Kaitlyn Bristowe, brings this week’s #STLR home with a playful and highly personal endorsement for Chewy. She starts by noting that her two dogs seemingly have a sixth sense, always knowing a Chewy box is coming before it even reaches the front door. That small detail sets the tone for a read that feels genuinely lived-in, as Kaitlyn walks through everything Chewy delivers for her four-legged companions, from food and treats to beds and toys. She also highlights Chewy’s broader pet-care offerings, including prescriptions, telehealth, pet insurance, and 24/7 customer service, all of which demonstrates how the brand has become a one-stop shop for all things pets. Throughout the read, Kaitlyn makes a strong case for why the brand has earned a permanent place in her apartment, and why it should earn a place in yours. It’s a read that feels less like a sales pitch and more like an easy way to care for your furry best friends. Listen Here Contact us for a Consultation  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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

Today’s edition of The Influencer is brought to you by– [SKIP] As you’ve undoubtedly heard, Spotify is testing a “skip ahead” feature that will let some users bypass ads. Will it help or hurt marketers? Find out on this week’s episode of The Media Roundtable. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP, Strategy, Oxford Road) welcome podcast industry veteran Glenn Rubenstein (CEO & Founder, ADOPTER Media) to give his view on not only Spotify’s button-pushing decision, but also the AMP Accords. Let’s dive in. “Spotify is making an editorial decision on podcasters’ content to label anything that’s promotional as an advertisement. Therefore, they’re saying: ‘This is worthy of being skipped. Here’s a button.’ And I think that’s fundamentally wrong.” –  Glenn Rubenstein (CEO & Founder, ADOPTER Media) Not All Ads are Created Equal – Glenn’s main issue with Spotify’s “skip ahead” button is that it treats all ads the same, whether they’re host-read or programmatic. He argues that host-read ads are content that just happens to be sponsored. Honest endorsements are the special sauce of podcasting, and to lump them in with the same produced ads popping up everywhere is a disservice to creators, brands, and the industry. Pressing Pause on the Skip Button – While Glenn believes creators should be protesting the skip button, their best defense against such technologies is to ensure their work doesn’t lose the human touch. A live read in which the host demonstrates how much they actually care about a product or service matters more than completion rates or skip buttons. When brands and hosts find partnerships that actually matter to everyone involved, it creates reads strong enough to withstand the allure of a skip button. Good content is skip-proof. AMP’s Greatest Hits (and Misses) – While the AMP Accords don’t deliver all of the industry changes Glenn wants to see, he feels they’re a good starting point. His dream next step? A creator dashboard for verifiable attribution on YouTube. Creators are leaving money on the table because they can’t prove consumption for brands. Brands wouldn’t just pay a higher CPM; they’d also scale up buys because there’d be less guesswork regarding measurement. (Agree? Join the AMP Accords here.) For more unskippable insights from one of podcasting’s savviest experts, check out the full episode below.

Today’s edition of The Influencer is brought to you by– [SKIP] As you’ve undoubtedly heard, Spotify is testing a “skip ahead” feature that will let some users bypass ads. Will it help or hurt marketers? Find out on this week’s episode of The Media Roundtable. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP, Strategy, Oxford Road) welcome podcast industry veteran Glenn Rubenstein (CEO & Founder, ADOPTER Media) to give his view on not only Spotify’s button-pushing decision, but also the AMP Accords. Let’s dive in. “Spotify is making an editorial decision on podcasters’ content to label anything that’s promotional as an advertisement. Therefore, they’re saying: ‘This is worthy of being skipped. Here’s a button.’ And I think that’s fundamentally wrong.” –  Glenn Rubenstein (CEO & Founder, ADOPTER Media) Not All Ads are Created Equal – Glenn’s main issue with Spotify’s “skip ahead” button is that it treats all ads the same, whether they’re host-read or programmatic. He argues that host-read ads are content that just happens to be sponsored. Honest endorsements are the special sauce of podcasting, and to lump them in with the same produced ads popping up everywhere is a disservice to creators, brands, and the industry. Pressing Pause on the Skip Button – While Glenn believes creators should be protesting the skip button, their best defense against such technologies is to ensure their work doesn’t lose the human touch. A live read in which the host demonstrates how much they actually care about a product or service matters more than completion rates or skip buttons. When brands and hosts find partnerships that actually matter to everyone involved, it creates reads strong enough to withstand the allure of a skip button. Good content is skip-proof. AMP’s Greatest Hits (and Misses) – While the AMP Accords don’t deliver all of the industry changes Glenn wants to see, he feels they’re a good starting point. His dream next step? A creator dashboard for verifiable attribution on YouTube. Creators are leaving money on the table because they can’t prove consumption for brands. Brands wouldn’t just pay a higher CPM; they’d also scale up buys because there’d be less guesswork regarding measurement. (Agree? Join the AMP Accords here.) For more unskippable insights from one of podcasting’s savviest experts, check out the full episode below. The Classifieds Self-Help for the Non-Traditional Mind Network: Amplitude Media Partners / Episodic Downloads: 20k This week, our classifieds are all about the independents: What they have, what’s working, and how to best get in touch with them. Our first selection comes from Amplitude Media Partners and covers all manner of advice. Each week on Weirdly Helpful, host Zak Rosen invites a different contributor to share one odd experiment, ritual, or practice that’s made their life profoundly better, no matter how weird it might be. Their advice tends to be stranger than anything you’d find in a self-help book, and includes everything from picking berries with your dog to leaving small art pieces on the bus. Weirdly Helpful is for people who find conventional wisdom to be too generic, and the show has proven to be a top performer for B2B clients who trend well in educational properties. Click below for your regularly scheduled dose of the unexpected. Get The Deal The Boyz are Back in the Studio Network: Star Light Ads /  Episodic Downloads: 300k Music is often viewed through technical, historical, and academic lenses, but what about the personal? On Shawn Stockman’s On That Note, the Boyz II Men member asks the questions no one else thinks to ask, while providing insights into his own world.  Each episode features a different guest–including artists, producers, athletes, and actors–who trace the specific songs that shaped their lives. Recent installments have included in-depth conversations with the likes of Magnus Ferrell, Muni Long, and Travie McCoy. The conversations run long and go deep, and episodes typically close with a live musical performance. Because Shawn Stockman’s On That Note is hosted by an industry professional, it’s been a staple for B2B clients, as well as for DTCs with a large male consumer base. Stay in tune with the rest of the industry’s harmony, and click below for additional details. Get The Deal In Case You Missed It IAB & AMP are Singing From the Same Hymnal The IAB Tech Lab released updated Podcast Technical Measurement Guidelines (v2.3) aimed at improving consistency in how podcast audiences, downloads, and ad delivery are measured across audio and video. Open for public comment through August 19th, the update is intended to reduce discrepancies between platforms and create a more standardized foundation for reporting and campaign evaluation. Measurement standards don’t always generate headlines, but they make markets work. The AMP Accords argued that podcasting needs common definitions and consumption-based measurement to give marketers a common standard for audience delivery. The IAB’s work is another step in that direction. Better standards mean more confidence, more comparable data, and ultimately more investment in the medium. Read More When TV Thinking Collides with Podcast Media buyers are starting to include video podcasts alongside television and CTV buys, viewing creator-led shows as a modern replacement for traditional talk programming. The shift reflects growing confidence in podcasts as premium video inventory while raising new questions about how marketers should plan, measure, and value the format. Buying podcasts with a TV budget doesn’t make them TV. Standard video ads may fit neatly alongside CTV inventory, but host-read advertising remains podcasting’s differentiator. As podcasts expand across video platforms, marketers should preserve what makes the medium different, not treat it as another version of television. Read More The Creator Era Is Here (But Maybe It’s Always Been) In a recent article, Fast Company argues that the influencer era is over and that the creator era has arrived. The difference is authority: Brands like Rocket Companies, Chime, and E.L.F. Beauty are already making the shift, and LLM search engines are accelerating the change by prioritizing creator content and community comments as authoritative sources. Podcasts have been teaching this lesson for years. Audiences don’t respond because a host has millions of followers; they respond because they trust the person behind the microphone. As marketers consider creator partnerships, the focus should be on the strength of the creator-audience relationship, not the size of the talking head. Read More #SaveTheLiveReads You Too Can Afford Anything, Thanks to Wayfair Paula Pant of Afford Anything delivers this week’s #STLR by demonstrating how Wayfair can solve a real-life challenge while helping you decorate your home. After moving into a 600-square-foot Manhattan apartment, Paula explains how maximizing vertical space became the key to making her new home work. She shares how Wayfair shelves transformed everything from her kitchen to her entryway and even her bathroom, while also highlighting a cleverly designed daybed that doubles as a couch, guest bed, bookshelf, and storage solution. She even turns one piece of furniture into the perfect example of getting more out of every square foot. Those specific examples make the read feel less like a product pitch and more like practical advice from someone who’s actually figured out how to make a small space functional. By tying the brand’s versatility back to her own apartment, she makes a compelling case that the right furniture isn’t just about how a space looks—it’s about how much more you can do with it. Listen Here Contact us for a Consultation  OXFORd In The News The Hollywood Reporter Called – Oxford Road Answered If you’ve made it this far, you’ve heard our take on Spotify’s new ad skip button; we covered it extensively on The Media Roundtable. But when The Hollywood Reporter needed a voice to put the story in context, they reached out to our CEO and Founder, Dan Granger. As Dan notes in the story: “Ad skipping is maybe scarier in theory than in practice, and so I don’t think this is going to have a major material direct impact on the brands that advertise.” This is a big deal, one we’ll continue to monitor closely to keep you informed as the story develops. Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

Creators can either be a long-term asset or a short-term detriment to your campaign. That’s why it’s so important for brands to focus on finding the right fit, not just the name with the biggest following. To find out how to build the right kind of creator relationships, you need this week’s Media Roundtable. Straight from this year’s Cannes Festival, Dan Granger (CEO & Founder, Oxford Road) joins Bekah Schannuth (Director, Operations, LSKR) to discuss trust, values, and how to handle a crisis. Let’s dive in. “If you’re trying to build a brand off somebody whose job is to wave their arms, get your attention, and run away… you’re not going deep, and there is a direct correlation between the ROI you’re gonna see.” – Dan Granger (CEO & Founder, Oxford Road) Trust Over Attention – Podcasts aren’t valuable because they grab attention. They’re valuable because they hold that attention. Creators build trust with their audience members through the hours spent with them every week. That relationship is what makes creators valuable to brands, because when they talk about your product, they’re using that trust to benefit you. Those are the kind of creators you want to partner with. Match Your Values – We’ve seen it a million times: A podcast host gets into hot water and drags a brand down with them. So how do brands navigate the murky waters of controversy? The answer isn’t necessarily to dump the host, or even to avoid this content in the first place. The answer is to understand what a brand stands for before the media buys start. When brands define their values early, decisions (even in crisis mode) become easier. Marketers, take a look at who you’re partnering with right now. Are they aligned with your values? If not, it’s time to find creators who are. 1-3 Days of Crisis – If you do get in a host-driven crisis, what can you expect? First, know that it usually lasts 24 hours (maybe 72 hours, if it’s truly severe). The people who are upset aren’t usually fans of the show, because they know what they’re getting into. What you need to decide (ideally with a playbook created in a non-crisis moment) is if this controversy has violated your values or not. That will help you keep a level head when the chaos arrives. Want more insights on how to navigate creator partnerships? Check out the full episode below.  

Creators can either be a long-term asset or a short-term detriment to your campaign. That’s why it’s so important for brands to focus on finding the right fit, not just the name with the biggest following. To find out how to build the right kind of creator relationships, you need this week’s Media Roundtable. Straight from this year’s Cannes Festival, Dan Granger (CEO & Founder, Oxford Road) joins Bekah Schannuth (Director, Operations, LSKR) to discuss trust, values, and how to handle a crisis. Let’s dive in. “If you’re trying to build a brand off somebody whose job is to wave their arms, get your attention, and run away… you’re not going deep, and there is a direct correlation between the ROI you’re gonna see.” – Dan Granger (CEO & Founder, Oxford Road) Trust Over Attention – Podcasts aren’t valuable because they grab attention. They’re valuable because they hold that attention. Creators build trust with their audience members through the hours spent with them every week. That relationship is what makes creators valuable to brands, because when they talk about your product, they’re using that trust to benefit you. Those are the kind of creators you want to partner with. Match Your Values – We’ve seen it a million times: A podcast host gets into hot water and drags a brand down with them. So how do brands navigate the murky waters of controversy? The answer isn’t necessarily to dump the host, or even to avoid this content in the first place. The answer is to understand what a brand stands for before the media buys start. When brands define their values early, decisions (even in crisis mode) become easier. Marketers, take a look at who you’re partnering with right now. Are they aligned with your values? If not, it’s time to find creators who are. 1-3 Days of Crisis – If you do get in a host-driven crisis, what can you expect? First, know that it usually lasts 24 hours (maybe 72 hours, if it’s truly severe). The people who are upset aren’t usually fans of the show, because they know what they’re getting into. What you need to decide (ideally with a playbook created in a non-crisis moment) is if this controversy has violated your values or not. That will help you keep a level head when the chaos arrives. Want more insights on how to navigate creator partnerships? Check out the full episode below. The Classifieds This Water Cooler is Full of Prime Office Gossip Network: Young and Profiting Media / Episodic Downloads: 50k One of the best ways to get through a hectic day is to chat with your work bestie. But what happens when they’re not available during a truly intense moment? Well, never fear, because Corporate Gossip is here to fill the void! Hosts Becca Platsky (CPA, scorned) and Robby Slowik (perpetually OOO) dig into the C-suite scandals, boardroom implosions, and financial frauds that business media covers with too straight a face. Each episode is full of Wall Street tea, zeroing in on a specific fiasco, or a public figure who would’ve benefited from keeping their personal lives private. Corporate Gossip is best suited for female-skewing brands in the education and business categories. Click below for your regularly scheduled debrief if you want to stay up to date on all the office drama. Get The Deal  This Show is the Definition of a Scary Good Time Network: Podcast Nation / Episodic Downloads: 360k True crime has a crowding problem, and Psychopedia knows it. Investigator Slater (professional investigator by day) brings something most of the genre’s hosts don’t: Actual investigative credentials, plus a genuine appetite for the psychology behind the headlines. Each week, she presents a case by digging past the familiar details, and focusing on the criminology and dark truths that usually get glossed over. We’re talking serial killers, cults, Craigslist murder plots, and cases strange enough to make you question what you thought you knew about human behavior. It’s all delivered with pop quizzes that keep things lively, and give you a glimpse into Slater’s mind. There’s a good amount of Psychopedia inventory available before the inevitable squeeze of Q4. This offering has performed exceptionally well for both male and female-skew B2Cs, especially those who aren’t deterred by darker content. Click below for more grisly details, if you dare. Get The Deal In Case You Missed It IAB Tackles New Taxonomy According to Digiday, the IAB is developing a new taxonomy to clarify how to classify such digital video formats as CTV, social video, and video podcasts. The goal is to create more consistency across media planning, buying, and measurement. Podcasts are the medium; audio and video are how they are distributed. Defining video podcasts separately risks making cross-platform measurement even more fragmented when the industry should be working toward one cohesive audience framework (like AMP). Read More Whether Audio or Video, the Host Matters Most Signal Hill Insights’ 2026 benchmarks found that standard podcast ads produced strong lifts in brand rating, consideration, and purchase intent. Audio and video ads performed similarly, with video holding only a slight advantage on some lower-funnel metrics. The host and audience relationship matters more than whether the podcast is watched or heard. Marketers should pay more for video when it provides incremental reach or additional assets. They also shouldn’t avoid video simply because it’s less trackable through pixel-based attribution. Read More Washington Post Just Made Its Smartest Podcast Move Yet The Washington Post has partnered with Acast to develop, distribute, and monetize new audio and video podcasts featuring several of its columnists. Acast will manage production and advertising while the Post retains ownership and editorial control. The partnership with Acast gets the Post back into podcasting. The Post has the talent and IP to produce compelling content. Acast brings the infrastructure to distribute it. That’s a win-win. Read More #SaveTheLiveReads Things Really Get Cooking When the Music Stops Brian Ibbott of Coverville: The Cover Music Show (AAC Edition) brings this week’s #STLR to life with a Factor read built around a very specific kind of exhaustion. Namely, that feeling you get after getting lost in a music rabbit hole, and emerging too tired to cook. Brian opens the segment by noting he can spend hours digging through his massive Apple Music library before realizing he’s starving–a scenario that’s specific and funny, and reinforces the fact that eating healthy is a “setup problem,” not a willpower problem. The read gets even more personal when he calls out Factor’s lasagna Bolognese, describing it as the kind of comfort food that tastes like a Sunday cooking project, minus all the actual work. That personal reaction makes it clear Brian’s love for the meal is sincere, and that he’s not simply checking a required box. Between the two-minute prep, his enthusiasm for the food, and his real-life use of Factor, Brian turns a standard meal-delivery pitch into a story that feels completely at home. It’s a great example of a host taking a brand message and making it their own. Listen Here Contact us for a Consultation  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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

Podcasting is an amazing medium, but the industry that supports it hasn’t always been inherently brand-friendly. Luckily, we have a chance to change that, thanks to the AMP Accords. This week’s edition of Media Roundtable features an insightful conversation that originated on Podnews. Dan Granger (CEO & Founder, Oxford Road), Giles Martin (EVP, Strategy, Oxford Road), and James Cridland (Editor, Podnews & Podcast Business Journal) do a deep dive into how the AMP Accords can shape the industry, and explain why imperfect standards are an improvement over the wild west. “Podcasting is truly the shining city on a hill as far as media goes, and we can’t get out of our own freaking way to not spike our customers’ tires when they drive into the parking lot.” – Dan Granger (CEO & Founder, Oxford Road) In Pods We Trust –  Podcasting grew by getting direct-to-consumer advertisers to take a leap of faith with the measurement combination of a download and a promo code. The next phase of podcasting’s growth won’t happen until the industry becomes trustworthy and brand-friendly enough to entice global blue-chip CMOs to feel secure in campaign measurement accuracy. The AMP Accords’ recommendations of metrics and measurement can make that next evolution possible. These are the standards of trust the industry needs. Don’t Leave Video Behind – Why do we need the AMP Accords? In the early days of podcasting, measurement was handled via pixels. But YouTube’s meteoric growth upended that practice. For the industry to take advantage of video without splitting podcasting in two, we need: 1) a podcast definition that includes video podcasts (but not all video); and 2) measurement and metric standards that work on any channel. The AMP Accords are our chance to unify and protect what makes this medium so strong, both creatively and financially. “Good Enough” Is a Good Place to Start  – The AMP Accords aren’t perfect. Luckily, they don’t need to be. As Dan notes: “ There are different ways of achieving some of the objectives we’re trying to achieve, and at the end of the day, who cares what I think? What matters is that we have a standard that everybody can deal with.” It starts by getting the industry to agree to use 30-second plays instead of downloads, and to define a podcast as something you can listen to with your eyes closed. If we want podcasting to grow as a single industry and raise all ships, the AMP Accords are the standards that make these seas a bit friendlier for all travelers. If you want to strengthen the industry, you can join the AMP Accords here. While you’re at it, if you’re looking for a deeper dive into the AMP Accords, including hard questions from the always insightful James Cridland, check out the full episode below.

Podcasting is an amazing medium, but the industry that supports it hasn’t always been inherently brand-friendly. Luckily, we have a chance to change that, thanks to the AMP Accords. This week’s edition of Media Roundtable features an insightful conversation that originated on Podnews. Dan Granger (CEO & Founder, Oxford Road), Giles Martin (EVP, Strategy, Oxford Road), and James Cridland (Editor, Podnews & Podcast Business Journal) do a deep dive into how the AMP Accords can shape the industry, and explain why imperfect standards are an improvement over the wild west. “Podcasting is truly the shining city on a hill as far as media goes, and we can’t get out of our own freaking way to not spike our customers’ tires when they drive into the parking lot.” – Dan Granger (CEO & Founder, Oxford Road) In Pods We Trust –  Podcasting grew by getting direct-to-consumer advertisers to take a leap of faith with the measurement combination of a download and a promo code. The next phase of podcasting’s growth won’t happen until the industry becomes trustworthy and brand-friendly enough to entice global blue-chip CMOs to feel secure in campaign measurement accuracy. The AMP Accords’ recommendations of metrics and measurement can make that next evolution possible. These are the standards of trust the industry needs. Don’t Leave Video Behind – Why do we need the AMP Accords? In the early days of podcasting, measurement was handled via pixels. But YouTube’s meteoric growth upended that practice. For the industry to take advantage of video without splitting podcasting in two, we need: 1) a podcast definition that includes video podcasts (but not all video); and 2) measurement and metric standards that work on any channel. The AMP Accords are our chance to unify and protect what makes this medium so strong, both creatively and financially. “Good Enough” Is a Good Place to Start  – The AMP Accords aren’t perfect. Luckily, they don’t need to be. As Dan notes: “ There are different ways of achieving some of the objectives we’re trying to achieve, and at the end of the day, who cares what I think? What matters is that we have a standard that everybody can deal with.” It starts by getting the industry to agree to use 30-second plays instead of downloads, and to define a podcast as something you can listen to with your eyes closed. If we want podcasting to grow as a single industry and raise all ships, the AMP Accords are the standards that make these seas a bit friendlier for all travelers. If you want to strengthen the industry, you can join the AMP Accords here. While you’re at it, if you’re looking for a deeper dive into the AMP Accords, including hard questions from the always insightful James Cridland, check out the full episode below. The Classifieds The Quizard Commands You to Laugh and Learn, Lest You Be Thrown in the Pit Network: Studio71 /  Episodic Downloads: 64k Watcher Entertainment and the fine folks at Studio71 have come together to produce The Quizard’s Pit, the newest podcast for those who like to laugh while they learn. Shane Madej and Matt Real host each episode from the prison pit of the unseen Quizard, who forces them to discuss random bits of niche trivia and history, like Elvis’ love of fireworks, the phenomenon of actual raining cats and dogs, the fallacy of gecko regeneration, and more. The show, which will remind some listeners of the cult-TV hit Mystery Science Theater 3000, combines shenanigan-heavy comedy with deeply researched, educational content. The Quizard’s Pit brings in an audience of curious listeners who believe knowledge and humor naturally go hand in hand. To join our heroes in the cavern below, meander to the link down yonder for more details. Get The Deal Grab Your Flashlights and Get Ready to Venture into the Woods Network: AdLarge / Episodic Downloads: 40K Stay alert! We’re going deep into uncharted territory for our second classified this week. Anchored in traditional oral history, Alone in the Woods tells tales about the outdoors and brings them inside our curious minds. Loyal listeners submit the scariest experiences they’ve had while camping or hiking, while host Darkness Prevails talks us through the unknown horrors that await us in the quiet of the night (and in the bright uncertainty of the day). For those who are seeing performance in the true crime, fiction, or outdoors categories, this is a phenomenal testing opportunity. Since its premiere, Alone in the Woods has amassed a strong set of B2B core advertisers, particularly with a male-skewing audience of young professionals. You’re not alone in our neck of the woods, so follow the trail to our link to learn more. Get The Deal In Case You Missed It The World Cup Highlights Players and Creators Alike The 2026 World Cup showed how creators are not just becoming a bigger part of sports marketing, but also of the viewing experience itself. Brands used creators at very different scales this year, from massive network appearances to smaller groups built around access and relevance. The strongest examples suggest that cultural fit and real-time access matter more than sheer creator volume. The World Cup demonstrated that more creators do not automatically create more impact. Access and relevance are what make creator content matter. Marketers should be clear about whether they’re buying impressions, cultural participation, or a relationship with someone who genuinely belongs in the moment. Read More Podcast Targeting Just Got a Lot More Precise, But Can it Scale? Comscore is bringing transcript-level targeting and measurement to major podcast and audio platforms, including the likes of Acast, Libsyn, SiriusXM, Spotify, and Triton Digital. Their Proximic platform analyzes individual episodes for contextual relevance, brand safety, and suitability, giving advertisers more control than show-level categories alone. Show-level categories have always been a blunt way to understand podcast content, so episodic-level analysis is a meaningful improvement. But more precise targeting only matters if the classifications are accurate and actionable. And let’s be honest, unless marketers are mining back catalogs for impressions, episodic targeting is difficult to activate at scale. Read More Creator Video Just Joined “TV” at the Adult Table Creator content now accounts for 26% of the time consumers spend watching television and video, according to Media Dynamics data, cited by EMARKETER. That puts creator video alongside linear TV and streaming as a major part of the broader viewing landscape, especially among younger audiences. Creator content is no longer a niche behavior or an add-on to the media plan. Marketers can separate creator, social, and television into different budgets and teams, but consumers do not care about those boxes. If they experience creator content as television, then for planning purposes, it is television. Read More #SaveTheLiveReads Barcode Scanner Moment Makes Thrive Market Ad Unforgettable Brooke Gittings, host of Cold Case Files, brings an effortlessly relatable approach to this week’s #STLR with a thoughtful endorsement for Thrive Market. Rather than pitching the service as another online grocery platform, Brooke walks listeners through the ways Thrive Market fits into her own routine and shares the pantry staples she consistently orders (which range from Chomps and Simple Mills crackers to Primal Kitchen sauces and Olipop). Those specific examples immediately make the recommendation feel authentic and grounded in everyday life. The read really shines when Brooke explains how Thrive Market removes the stress of shopping for healthier products. Instead of spending time reading ingredient labels or researching additives, she highlights how the platform vets products in advance and shares how she used the barcode scanner to discover a cleaner alternative to products already sitting in her pantry. It’s a small but memorable moment that perfectly demonstrates the value of the service. By the end of the read, Thrive Market feels less like a grocery membership and more like a trusted shopping companion, making healthier choices feel simple, accessible, and worth coming back for. Listen Here Contact us for a Consultation  OXFORd In The News AMP Accords Go Global & The Industry Is Paying Attention Bloomberg led the coverage of Oxford Road’s AMP Accords release at the CAO Summit on July 23rd, framing it as a cross-industry effort to standardize what a podcast is and how ad exposure should be measured. The story rippled across The Wall Street Journal, Like & Subscribe, Signall Hill Insights, Amplifi Media, Radio Ink, Inside Radio, Podcast News Daily, Podnews, Podcasting Today, Podcast Business Journal,  Sounds Profitable, Roastbrief, Ads of Brands, and Substackers like Lia Haberman and Jose Antonio Gelado. Meanwhile, Adopter Media‘s Glenn Rubenstein published a detailed endorsement calling the framework a workable first step, while offering nine suggestions to take it further. Learn more about the AMP Accords HERE. Read More AMP Explained by the People Who Built It Dan Granger and Giles Martin sat down with James Cridland across both Podnews Weekly Review and Podcast Business Journal to walk through what the AMP Accords actually propose, and why the industry waited too long to get here. Dan’s framing was direct: Without a shared definition and credible measurement, podcasting keeps frustrating the blue-chip advertisers it needs to scale, and promo code counting isn’t a long-term strategy. Giles pointed to Spotify and YouTube both operating near the AMP-proposed 30-second play threshold as early evidence that the framework isn’t aspirational (and noted that parts of it are already in market). Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

A few months ago, we revealed Oxford Road’s role in creating the Alliance for Measurement in Podcasting, or AMP. It was launched by a top-secret group of podcasting leaders who’ve spent the last year working together on new measurement standards that could help our industry evolve. This week, we’re finally unveiling the full result of all that hard work. The AMP task force focused on three big questions: What’s a podcast? What’s an impression? Did the ad work? If you’re looking for the answers, turn to this week’s Media Roundtable, hosted by Dan Granger (CEO & Founder, Oxford Road). He’s joined by expert guests Giles Martin (EVP, Strategy, Oxford Road) and Bryan Barletta (Partner, Sounds Profitable). Together, they talk through AMP’s findings and discuss the most important question of all: What comes next? “This is key to the whole AMP story: Any standard is better than no standard, even if it’s not exactly the standard that you want. You want to have something that is clear and consistent.” – Dan Granger (CEO & Founder, Oxford Road) Once and for All: What Is a Podcast? – The podcast industry is selling a product. The problem is: If we can’t agree on what that product is, how can we get people to buy it? After plenty of debate, AMP defines a podcast as “an on-demand show rooted in the spoken word and fully intelligible as audio. Typically episodic and conversational, podcasts cover wide-ranging themes and formats. They are accessed as audio or video via open RSS feeds and other distribution methods.” If that’s too long, try this instead: “If it works with your eyes closed, it’s a podcast.” Plays, Not Downloads – Downloads are not impressions. To convince marketers to invest, the industry needs to sell exposure, not potential. AMP’s recommended metrics are a podcast play, which occurs when a user consumes at least 30 consecutive seconds of a podcast (audio or video). AMP also defines an ad impression as happening when any portion of an ad airs for a user. Once the podcasting industry adopts these definitions, marketers will have clarity on what they’re paying for, and what they’re getting out of it. Do The Ads Work? – AMP made several recommendations that could boost confidence in every podcast campaign. The biggest, and most easily implemented, is a randomized hold-out group for each platform. The ability to keep 5-10% of an audience as an ad-free control gives marketers a gold-standard ability to measure true incremental lift. Clear definitions, metrics, and measurement tools are closer than ever for our industry. Help us improve podcasting by reading the AMP Accords and supporting and implementing their guidelines. For more details on the accords and their power to change our industry, check out the full episode below.

A few months ago, we revealed Oxford Road’s role in creating the Alliance for Measurement in Podcasting, or AMP. It was launched by a top-secret group of podcasting leaders who’ve spent the last year working together on new measurement standards that could help our industry evolve. This week, we’re finally unveiling the full result of all that hard work. The AMP task force focused on three big questions: What’s a podcast? What’s an impression? Did the ad work? If you’re looking for the answers, turn to this week’s Media Roundtable, hosted by Dan Granger (CEO & Founder, Oxford Road). He’s joined by expert guests Giles Martin (EVP, Strategy, Oxford Road) and Bryan Barletta (Partner, Sounds Profitable). Together, they talk through AMP’s findings and discuss the most important question of all: What comes next? “This is key to the whole AMP story: Any standard is better than no standard, even if it’s not exactly the standard that you want. You want to have something that is clear and consistent.” – Dan Granger (CEO & Founder, Oxford Road) Once and for All: What Is a Podcast? – The podcast industry is selling a product. The problem is: If we can’t agree on what that product is, how can we get people to buy it? After plenty of debate, AMP defines a podcast as “an on-demand show rooted in the spoken word and fully intelligible as audio. Typically episodic and conversational, podcasts cover wide-ranging themes and formats. They are accessed as audio or video via open RSS feeds and other distribution methods.” If that’s too long, try this instead: “If it works with your eyes closed, it’s a podcast.” Plays, Not Downloads – Downloads are not impressions. To convince marketers to invest, the industry needs to sell exposure, not potential. AMP’s recommended metrics are a podcast play, which occurs when a user consumes at least 30 consecutive seconds of a podcast (audio or video). AMP also defines an ad impression as happening when any portion of an ad airs for a user. Once the podcasting industry adopts these definitions, marketers will have clarity on what they’re paying for, and what they’re getting out of it. Do The Ads Work? – AMP made several recommendations that could boost confidence in every podcast campaign. The biggest, and most easily implemented, is a randomized hold-out group for each platform. The ability to keep 5-10% of an audience as an ad-free control gives marketers a gold-standard ability to measure true incremental lift. Clear definitions, metrics, and measurement tools are closer than ever for our industry. Help us improve podcasting by reading the AMP Accords and supporting and implementing their guidelines. For more details on the accords and their power to change our industry, check out the full episode below. Kara and Scott Answer Your AMP Questions We realize we’ve been talking a lot about the AMP Accords: How they came together, what they include, and why they’re so important to the industry. But you don’t have to take our word for it anymore. Pivot co-hosts Kara Swisher and Scott Galloway star in a new explainer video that walks you through AMP’s background and big definitions, and demonstrates why AMP is so crucial to everybody in podcasting. Check out the video below, and share it with your friends to help amplify AMP! The Classifieds Excommunicating the Largest Secrets About the Mormon Church Network: Algebra Media / Episodic Downloads: 230k Our second creator this week has also been making waves since launching her channel in 2023. Author Alyssa Grenfell has been hard at work deconstructing her religious trauma ever since she left the Mormon Church in 2017. Born and raised Mormon, Grenfell has become wildly popular in recent years for her insightful (and often critical) coverage of the religion and its practices. Buoyed by the success of recent Mormon-skewing reality television such as The Real Housewives of Salt Lake City and The Secret Lives of Mormon Wives, the channel has grown exponentially in the past two years. Grenfell digs into her personal experiences while also covering Utah-specific trends (think: dirty soda and splotchy tans). Advertisers who’ve tested this offering have found great success, thanks to Grenfell’s strong personal endorsement and her work’s high production value. If you’re ready to confirm your intentions with the secret handshake, click below for more information. Get The Deal Hanging Loose with his Tubular YouTube Legend Network: Outloud Talent / Episodic Downloads: 350k This week, we’re venturing over to YouTube to bring you some of the agency’s best-performing channels. Our first is a long-time smorgasbord of internet peculiarities and hijinks. Wavywebsurf began his channel with coverage of 2000s web culture and has since expanded his interests, chronicling everything from influencer merch to real-life stories on Reddit. He specializes in providing updates regarding various YouTuber drama, hilarious memes, and content creators who have since faded out of popularity. For nostalgic millennials, this channel has consistently provided smart commentary, all of it delivered with a light touch of humor to diffuse the tension. This channel consistently performs well and has a notably high success rate for male-skewing DTC brands. Commentary as a genre is also a safe bet for new testing because it covers trending topics, and the publishing cadence is generally more predictable. If you’re ready to say “cowabunga” to some seriously good performance, ride that gnarly wave by clicking the link below. Get The Deal In Case You Missed It Spotify Opens New Impression Shipping Lane, Supplied by Amazon Spotify has expanded its Amazon DSP integration to include global access to podcast inventory through the Spotify Ad Exchange. Advertisers can now use Amazon’s shopping, streaming, and browsing data to buy Spotify podcast ads alongside other audio and video inventory, while having more control over planning, frequency, and optimizations. Spotify is also positioning this direct connection as a more transparent path to inventory with fewer intermediaries. Integrating with Amazon’s DSP may make Spotify easier to buy, target, and measure alongside other channels, but it also creates more dependence on Amazon’s version of performance. The real test is whether advertisers get better business outcomes, as opposed to just a cleaner buying path through the Amazon dashboard. Read More Business-Minded Individuals Are Not Where You Think Podchaser analyzed six months of Apple’s U.S. Business charts, finding a highly fragmented category, with 202 publishers appearing at some time in the Top-100 list, yet no single publisher accounting for more than 3.3% of chart-weeks. Audience scale varies sharply by subgenre, from a median estimated reach of 875,000 for Business charts to about 1,000 for Non-Profit content. The analysis also shows that the largest shows increasingly depend on YouTube for reach. While this analysis is useful, the important caveat is that business decision-makers have broad interests, and there are a plethora of ways to reach them outside of exclusively business content. Use this data for business genre insights, along with audience data, to find your target wherever they consume podcasts. Read More Smash That “Paid” Subscribe Button Now YouTube is pushing podcast creators toward channel memberships as recurring revenue, arguing that podcasts’ natural fandom and surplus behind-the-scenes material make them strong subscription candidates. The numbers imply that success hinges on consistency, not scale: Creators who post two or more members-only videos or livestreams monthly see 15 times more member growth than those who don’t. Common pricing starts at $4.99, and 95% of earnings come from programs older than a year. In a world where audience metrics aren’t consistent, paid membership numbers for podcasters and creators provide evidence of audience commitment. A creator with a smaller but paying community may offer more value than a larger show with weaker engagement. Read More #SaveTheLiveReads Host Turns Fear Into a Sales Pitch for Shopify Mark Narrations of the eponymous podcast Mark Narrations – Reddit Stories earns this week’s #STLR because of his stellar ability to present Shopify as the cure for a common phobia: The fear of starting something new. Instead of selling you an e-commerce platform, Mark explains how Shopify removes barriers that often prevent people from taking the first step towards starting their own business, making the platform a confidence-booster as much as it is a business tool. He also ties in how Shopify’s plethora of features not only save you time, but also make you look like you’ve had your website designed by a professional, even if you’re just putting it together by yourself. By the end of the read, Shopify isn’t just helping people build online stores; it’s helping users turn “What if?” into “Why not?” If you want to hear this slam dunk of a sales pitch, click the link below. Listen Here Contact us for a Consultation  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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

One CMO, six experts, and more than a dozen different marketing headaches. Throw them all together, and what do you get? A fiery edition of Media Roundtable, that’s what. Straight from Cannes, Dan Granger (CEO & Founder, Oxford Road) joins a panel of experts to solve every marketing challenge that Kim Storin (CMO, Zoom) throws their way. Hear insights from: Dani Feore (VP, Industry Sales, The Weather Company) Don Sklenka (SVP, AI Optimization, Claritas) Grace Briscoe (EVP, Client Development, Basis) Elizabeth Dobbs (AVP, Marketing Technology, Data & Growth, Databricks) Michael Bayston (Global VP, Adtech Solutions, Acast) The team talks about the best way to spend $500,000; the creative courage needed in the age of AI slop; and the one thing you need to make podcasting your strongest channel. Let’s dive in. “If you just try to make [podcasting] a box you check because you feel like it needs to be a part of a balanced portfolio, don’t bother. Either go big, or go home.” – Dan Granger (CEO & Founder, Oxford Road) Take the $500,000 Challenge – You have $500,000 to spend on a test. What do you do with it? The group’s advice: 1) establish a baseline; 2) stop Facebook and Google from grading their own homework; 3) set up a strict control; and 4) make sure you actually stick to your recommendations. Without follow-through, that $500,000 will be wasted. For marketers who want to get the most from their money, their best bet is to have alignment on what that money should be doing before the spending begins. “Get Serious or Get Out” – Marketers who get the most out of podcasting are the ones who put the most into it. Some marketers look at podcasting as 10% of their marketing spend, and therefore, only put in 10% (or even less) of the effort. That’s a shame, because they’re missing out. Brands like Shopify and BetterHelp didn’t scale podcasting by checking a box. They went all in, treating podcasting, and podcasting’s biggest fans, as worthy of outsized effort for outsized results. If you’re looking for a role model to inspire your podcasting campaigns, you’d do well to follow their lead. Show Some Creative Courage – Marketers have two choices: They can play it safe by using AI slop, or by relying on ads that sound like every other ad. Or they can take big swings that could either fail or succeed spectacularly. Zoom had huge success with a killer influencer program that all started with a one-sentence brief. Good creative doesn’t need two pages of copy and brand guidelines. You just need solid measurement, and the courage to go where others don’t. Want more answers to growth marketing’s hardest questions? Check out the full episode below. The Classifieds This Familial Duo is Serious About Mental Health Network: Voicing Change Media / Episodic Downloads: 61k If you hurt yourself and can’t walk, you might think it’s time to visit a physician. But we tend to be much less proactive when it comes to treating our mental health. Dr. Rick Hanson has been a practicing therapist for more than 45 years, having authored multiple books about happiness, self-fulfillment, and positive thinking. He teams up with his son, writer Forrest Hanson, on Being Well with Forrest Hanson and Dr. Rick Hanson, a show that aims to change the way we think about mental wellness and our health overall. Whether they’re interviewing experts or talking amongst themselves, the two hosts discuss crucial health subjects, from the best ways to work through healthy conflict to the importance of dealing with avoidance issues. What sets Being Well apart from similar shows is its consistent focus on therapeutic practices that can build life-long habits. This is highly recommended for advertisers seeking a strong, well-informed female audience. If your podcast testing strategy needs an expert diagnosis, click below for more details. Get The Deal Press Start on Your New Favorite Podcast Network: Maximum Fun / Episodic Downloads: 64k Curiosity is a central tenet in Maximum Fun’s network programming, so it makes sense that the long-time podcast company has found a way to dissect the intricacies of video games in an academic manner. The Besties podcast combines friendly conversation amongst its hosts (Russ Frushtick, Chris Plante, Griffin McElroy, Justin McElroy) with deep-dive discussions of gaming mechanisms, storylines, and industry news. Now in their 14th year together, the hosts are still lobbing jokes as readily as plasma bombs, and their conversations are just as thoughtful and nuanced as ever. The show’s fanbase remains extremely engaged week over week, and every ad spot is host-read for solely direct-response brands. The Besties has been a true hit with many male-skewing advertisers, especially those who are looking for tech-focused young professionals and lovers of nerdy conversations. If you’re ready to add this show to your testing library, click the link below. Get The Deal In Case You Missed It Have You Reached Every Single Person in the World? Apparently MNN Has Money News Network claims it’s surpassed 10 billion in combined reach across podcasts, newsletters, and social media. The creator-led financial media company reports 110 million podcast downloads, 1.3 million newsletter subscribers, and 105% year-over-year revenue growth to profitability. MNN, which launched in 2023 and remains bootstrapped, has also expanded through a partnership with Entrepreneur that adds two shows to its network. Reach typically represents unique people. When a company claims greater reach than the world’s population, its numbers should best be viewed with skepticism. Ten billion may be cumulative impressions, but it doesn’t qualify as unique reach. Credible numbers matter, which is why we’re fighting for consistency and transparency through our AMP initiative. Read More Contextual Targeting Gets Even More Contextualized Sounder has added sentiment analysis to its contextual targeting tools, categorizing podcast discussions as positive, negative, neutral, or mixed. Publishers can use the data to create inventory packages based on both topic and tone. Sounder has not disclosed accuracy rates, validation methods or potential pricing implications as of yet. We know context matters, and matching an ad to both topic and tone could be a meaningful development for contextual targeting. For publishers, the commercial value will likely come from packaging this inventory at a premium. Advertisers should only pay more if the sentiment model is accurate and the targeting proves it truly is added value. Read More Video’s Measurement Gap Is Closing Signal Hill Insights analyzed brand-lift results from nearly 40,000 podcast listeners and viewers. Audio and video ads performed similarly overall, with video showing only small advantages in brand rating, consideration, and purchase intent. Don’t get too caught up in the audio-versus-video debate. The bigger development is that the walled garden in which video exists has been difficult to measure, though Signal Hill at least gives marketers a clearer view of the medium’s impact on brands. Read More #SaveTheLiveReads You’re Going to be So Pumped About This Wayfair Find Scheana Shay and Kiki Monique deliver this week’s #STLR on Scheananigans with Scheana Shay, with a Wayfair read that captures the excitement of finding the perfect piece when you weren’t even looking. Scheana’s admission that some of her favorite home additions, like artwork for her bathroom, came from simply browsing Wayfair’s catalog makes the platform feel less like a shopping destination, and more like a never-ending source of inspiration. Whether they’re discussing summer patio upgrades or everyday home essentials, Kiki and Scheana’s conversation highlights the many ways Wayfair makes elevating your space approachable, affordable, and surprisingly easy. This read turns “I need to decorate my home” into “I wonder what I’ll discover next.” If you’re ready to find your next favorite find, listen via the link below. Listen Here Contact us for a Consultation  OXFORd In The News Podnews Hypes AMPs Next Major Release Podnews flagged Oxford Road founder & CEO Dan Granger’s LinkedIn preview of the forthcoming AMP measurement paper, due to be unveiled at Oxford Road’s CAO Summit later this month. Dan’s framing was direct: The AMP document is the product of compromise across a coalition that includes competing platforms and publishers, and he acknowledged it won’t satisfy everyone (including himself). The full framework drops next week. Learn more about AMP HERE. Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

One CMO, six experts, and more than a dozen different marketing headaches. Throw them all together, and what do you get? A fiery edition of Media Roundtable, that’s what. Straight from Cannes, Dan Granger (CEO & Founder, Oxford Road) joins a panel of experts to solve every marketing challenge that Kim Storin (CMO, Zoom) throws their way. Hear insights from: Dani Feore (VP, Industry Sales, The Weather Company) Don Sklenka (SVP, AI Optimization, Claritas) Grace Briscoe (EVP, Client Development, Basis) Elizabeth Dobbs (AVP, Marketing Technology, Data & Growth, Databricks) Michael Bayston (Global VP, Adtech Solutions, Acast) The team talks about the best way to spend $500,000; the creative courage needed in the age of AI slop; and the one thing you need to make podcasting your strongest channel. Let’s dive in. “If you just try to make [podcasting] a box you check because you feel like it needs to be a part of a balanced portfolio, don’t bother. Either go big, or go home.” – Dan Granger (CEO & Founder, Oxford Road) Take the $500,000 Challenge – You have $500,000 to spend on a test. What do you do with it? The group’s advice: 1) establish a baseline; 2) stop Facebook and Google from grading their own homework; 3) set up a strict control; and 4) make sure you actually stick to your recommendations. Without follow-through, that $500,000 will be wasted. For marketers who want to get the most from their money, their best bet is to have alignment on what that money should be doing before the spending begins. “Get Serious or Get Out” – Marketers who get the most out of podcasting are the ones who put the most into it. Some marketers look at podcasting as 10% of their marketing spend, and therefore, only put in 10% (or even less) of the effort. That’s a shame, because they’re missing out. Brands like Shopify and BetterHelp didn’t scale podcasting by checking a box. They went all in, treating podcasting, and podcasting’s biggest fans, as worthy of outsized effort for outsized results. If you’re looking for a role model to inspire your podcasting campaigns, you’d do well to follow their lead. Show Some Creative Courage – Marketers have two choices: They can play it safe by using AI slop, or by relying on ads that sound like every other ad. Or they can take big swings that could either fail or succeed spectacularly. Zoom had huge success with a killer influencer program that all started with a one-sentence brief. Good creative doesn’t need two pages of copy and brand guidelines. You just need solid measurement, and the courage to go where others don’t. Want more answers to growth marketing’s hardest questions? Check out the full episode below.  

Everyone experiences anxiety on some level, so why do creators and brands steer clear of the topic? Morra Aarons-Mele, a.k.a. “The Anxious Achiever,” is here to explain why addressing tough topics can be a win for audiences, creators, and marketers alike. This week on The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) welcomes Morra Aarons-Mele, host of The Anxious Achiever podcast, as well as an author, Harvard professor, presidential campaign strategist, and totally-not-anxious person. Together, they examine the challenges of building a business around an identity, and discuss why brands should align with creators who are brave enough to talk about difficult topics. “Don’t start a podcast to become rich. But if you have a specific thing that you want to chew over and [want to] get access to people, do it. I can’t normally call up the Surgeon General and be like, ‘Hey, you want to talk about loneliness?’ But with a podcast, I can.” – Morra Aarons-Mele (Founder, MHL Partners; Host, The Anxious Achiever) Tough Topics Have Loyal Audiences – The conversations that are hardest to have in public build the strongest communities online. Morra and Dan note the value in Morra self-identifying with her brand name, The Anxious Achiever, which helps her build trust with audience members. Morra’s followers deepen their connection by buying her books, signing up for her newsletter, or attending one of her live events. That kind of 360-degree engagement is valuable for advertisers, not only because it’s so rare, but because it’s so meaningful. If a topic and show are the right fit for your brand, there’s a great deal to be made: You get to support a positive creator, and they get to align with a meaningful brand. It’s a win for all. The Right Creators Want To Build – Anxious creators shouldn’t measure their worth in dollars. Morra says the best podcasters jump into the medium because they want to have a healthy discourse, not because they want a cash grab. Those who are in it for impact are going to have a better product, because they care about their audience members, and will ultimately win their trust. Marketers would be wise to look for people like Morra, who appreciates the foundation upon which podcasting was built, and who believes it’s a medium for all: “You don’t have to be rich and famous and powerful and elite to be heard. I think that’s the really beautiful side of what we do that often gets lost. And that is so powerful.” Anxiety Over Ads Is Understandable – In a medium that constantly changes, reliable metrics matter more than ever. Morra notes that Unilever is now shifting all of its advertising budget to user-generated content. She and Dan also discuss the fact that ads are getting longer, sometimes stretching out to a few minutes. These are both major changes in the podcasting landscape, and Morra says measurement hasn’t kept up. Her access to audience data and ad performance is uneven across platforms, which is another reason why the industry needs a universal, consistent measurement metric. (We recently did an entire Media Roundtable episode on this very topic.) Without an industry standard, we can’t assess the current state of podcasting or adapt to future changes. Until then, find creators or agencies that work with an objective measurement tool. Anxious for more insights, you Achiever? Check out the full episode of Media Roundtable.

Everyone experiences anxiety on some level, so why do creators and brands steer clear of the topic? Morra Aarons-Mele, a.k.a. “The Anxious Achiever,” is here to explain why addressing tough topics can be a win for audiences, creators, and marketers alike. This week on The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) welcomes Morra Aarons-Mele, host of The Anxious Achiever podcast, as well as an author, Harvard professor, presidential campaign strategist, and totally-not-anxious person. Together, they examine the challenges of building a business around an identity, and discuss why brands should align with creators who are brave enough to talk about difficult topics. “Don’t start a podcast to become rich. But if you have a specific thing that you want to chew over and [want to] get access to people, do it. I can’t normally call up the Surgeon General and be like, ‘Hey, you want to talk about loneliness?’ But with a podcast, I can.” – Morra Aarons-Mele (Founder, MHL Partners; Host, The Anxious Achiever) Tough Topics Have Loyal Audiences – The conversations that are hardest to have in public build the strongest communities online. Morra and Dan note the value in Morra self-identifying with her brand name, The Anxious Achiever, which helps her build trust with audience members. Morra’s followers deepen their connection by buying her books, signing up for her newsletter, or attending one of her live events. That kind of 360-degree engagement is valuable for advertisers, not only because it’s so rare, but because it’s so meaningful. If a topic and show are the right fit for your brand, there’s a great deal to be made: You get to support a positive creator, and they get to align with a meaningful brand. It’s a win for all. The Right Creators Want To Build – Anxious creators shouldn’t measure their worth in dollars. Morra says the best podcasters jump into the medium because they want to have a healthy discourse, not because they want a cash grab. Those who are in it for impact are going to have a better product, because they care about their audience members, and will ultimately win their trust. Marketers would be wise to look for people like Morra, who appreciates the foundation upon which podcasting was built, and who believes it’s a medium for all: “You don’t have to be rich and famous and powerful and elite to be heard. I think that’s the really beautiful side of what we do that often gets lost. And that is so powerful.” Anxiety Over Ads Is Understandable – In a medium that constantly changes, reliable metrics matter more than ever. Morra notes that Unilever is now shifting all of its advertising budget to user-generated content. She and Dan also discuss the fact that ads are getting longer, sometimes stretching out to a few minutes. These are both major changes in the podcasting landscape, and Morra says measurement hasn’t kept up. Her access to audience data and ad performance is uneven across platforms, which is another reason why the industry needs a universal, consistent measurement metric. (We recently did an entire Media Roundtable episode on this very topic.) Without an industry standard, we can’t assess the current state of podcasting or adapt to future changes. Until then, find creators or agencies that work with an objective measurement tool. Anxious for more insights, you Achiever? Check out the full episode of Media Roundtable. The Classifieds This Suite Podcast Gives You Penthouse Access to a Beloved Child Star’s Life Network: Daylight Media / Episodic Downloads: 75k The group chat is a sacred vessel, full of random bits of humor and history. Actor Dylan Sprouse is bringing his eponymous chat with fellow host Brendan Columbus to life in Wildmen with Dylan Sprouse, a new podcast from Daylight Media. The twosome have been friends since college, and though Sprouse had a very different childhood, he and Columbus have more in common than you’d think. With the upcoming birth of Sprouse’s first child, this new series provides an inside look at a watershed moment in his life. And while nostalgia will drive a lot of the engagement for the show’s first episode, which debuts July 14th, fans will stick around, thanks to the show’s top-tier slate of guests, as well as the duo’s natural chemistry. Advertisers who want to reach pop culture-obsessed millennials are highly recommended to test. Your wildest dreams await if you click the link below for more information. Get The Deal You’re Invited to the World’s Most Inclusive Boardroom Chat Network: Impressions.fm / Episodic Downloads: 300k Michelle Toh has lived a busy life as a business and tech reporter for such outlets as CNN, FORTUNE, and The New York Times. Her weekly entrepreneurship-focused podcast, Behind the Business with Michelle Toh, is now in its second season, and the show finds Toh sitting down with a cadre of impressive guests: Airbnb co-founder and current CSO Nathan Blecharczyk, IM8 CEO Danny Yeung, and Factor CEO Adam Park. What sets Toh’s show apart from other podcasts is her central belief that business is always personal, and that stories about world-changing figures include gems of knowledge everyone can use. Toh approaches these interviews through a journalistic lens, aiming to provide insights for her audience without resorting to ego-boosting or PR talking points. Behind the Business has attracted a strong audience of self-starting women who are seasoned in their roles, but who are seeking guidance as they scale up their careers. Get behind this podcast’s continued success by clicking below. Get The Deal In Case You Missed It Be Prepared For a Wave of Political Radio Ads This Fall The Supreme Court’s recent decision allowing political parties to coordinate unlimited spending with federal candidates could complicate local broadcast inventory management heading into fall elections. Because coordinated party-candidate buys may now qualify for the lowest unit rate, political dollars could buy more TV and radio inventory than they did when more spending flowed through higher-priced outside groups. This is mostly a local TV issue, but radio is not immune. If political dollars can stretch further under the lowest unit rate, competitive markets could see tighter inventory and more schedule disruption. Marketers planning local radio in September or October should lock inventory earlier and pressure-test availability market by market. Read More Podcasts = Easy to Launch, Hard to Sustain New podcast launches continued to slow in the first half of 2026, with Podchaser reporting 153,767 new shows worldwide, down 14% from the prior year. The data suggests the post-pandemic boom has normalized rather than signaling a category decline. Survival remains difficult, though: Nearly 42% of new shows had already stopped publishing by the end of June, and only 0.7% reached a Podchaser Power Score of 50 or higher, reinforcing how hard it is for new shows to build meaningful audience scale. But fewer launches do not mean podcasting is shrinking: More than 150,000 shows in six months is still a plethora of new supply. Starting a podcast is easy; building one with a durable audience and advertiser value is not. For marketers, the opportunity is still in proven shows with consistent publishing, demonstrated audience behavior, and host trust. Read More Dear Media Is Not Just a Podcast Network Anymore Dear Media is expanding beyond podcasting into live events, creator-led brand experiences, and potentially consumer products, positioning its shows as the foundation for a broader lifestyle business. The network has used sold-out live shows and brand partnerships with companies like Threads and Pinterest to deepen audience connection beyond the podcast feed. Founder and CEO Michael Bosstick framed the company’s future as a holding company across media, entertainment, live events, technology, and CPG, with podcasting serving as the springboard rather than the endpoint. For strong creator-led brands, these host-audience relationships can now extend well beyond the ad read. That creates more ways for advertisers to participate, but also raises the bar on fit. Marketers need to know whether they are adding value to the creator’s ecosystem or competing with it. Read More #SaveTheLiveReads Your Honor, This Silk Blouse From Quince is Criminally Good Barb McQuade and the crew of the hit legal show #SistersInLaw earn this week’s #STLR with a Quince read that feels like a genuine conversation between friends. The standout moment arrives when Barb raves about Quince’s washable silk blouse, turning a simple product feature into a relatable real-life story, one that can be appreciated by anybody who’s ever worried about ruining a favorite shirt. She also discusses purchases for both herself and her husband, making for an endorsement that feels authentic from start to finish. This is lifestyle marketing at its best: Practical, personal, and effortlessly persuasive. Listen Here Contact us for a Consultation  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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

For years, marketers have used downloads to help determine their podcast spend. But now that podcasts exist in so many different formats and spaces—from long-form Netflix videos to short-form YouTube Shorts clips to live shows—it’s harder than ever to determine audience size. With so many platforms in play, how can creators know exactly what they’re selling?  More importantly, how can buyers know what they’re getting? This week, Dan Granger (CEO & Founder, Oxford Road) hosts Steve Goldstein (Founder & CEO, Amplifi Media; Adjunct Professor, NYU) on Media Roundtable to talk about how $1-2B in additional growth can be unlocked if we ditch downloads and create a new universal and consistent metric. Want the DL on downloads? Join Dan and Steve as they debate new methods of measurement and discuss what buyers need to be paying attention to as podcasting moves into its next phase. “The money is going to flow to where the audience is. We have the audience. We have great shows…If we can verify the audience and present it in a unified sort of way, that’s where we need to be.”  – Steve Goldstein (Founder & CEO, Amplifi Media; Adjunct Professor, NYU) The Audience Wants It Both Ways – When it comes to audio vs. video, Steve notes that in numerous studies, audiences have made it clear they want to consume their podcasts wherever and however they can. Despite what  you might have heard, audio isn’t perishing, and video isn’t always an easy win. So, before you invest in a show, learn how its audience behaves and make sure there’s transparency about whether their audience is listening, watching, or both. Downloads Don’t Work – We all know the download has become an unreliable metric, but just how unreliable is it? According to Steve, many shows inflate download counts by as much as 50 percent. That may be why some platforms are moving away from downloads altogether. As Steve puts it: “If more podcasts stream on Spotify, and YouTube’s not even in that business, then we’re really just talking about Apple [in terms of downloads]. And if Apple’s video initiative kicks in, they’ll be out of the download game.” So what will be the best metric in the post-download era? Steve and Dan both agree: it’s plays and streams, which means you should start thinking about how to negotiate buys around a new set of numbers. Reach for High Value Content – Everyone agrees there’s simply too much content to contend with nowadays. Steve’s suggestion for navigating the glut: Focus on what he calls High Value Content, or HVC (which is not to be confused with HVAC School, a niche podcast about HVAC installation that Steve enjoys). Steve defines HVC podcasts as shows that instill long-term loyalty, even if fans don’t necessarily consume every single episode. “[It’s when] people say, ‘I enjoy spending time listening to Kara Swisher and Scott Galloway. But do I make it through every minute? No. I pick and choose.’” With increased competition, the shows that will prosper are the ones that build relationships with listeners and encourage them to come back out of habit. For more deets on the download’s downfall, check out the full episode below.

For years, marketers have used downloads to help determine their podcast spend. But now that podcasts exist in so many different formats and spaces—from long-form Netflix videos to short-form YouTube Shorts clips to live shows—it’s harder than ever to determine audience size. With so many platforms in play, how can creators know exactly what they’re selling?  More importantly, how can buyers know what they’re getting? This week, Dan Granger (CEO & Founder, Oxford Road) hosts Steve Goldstein (Founder & CEO, Amplifi Media; Adjunct Professor, NYU) on Media Roundtable to talk about how $1-2B in additional growth can be unlocked if we ditch downloads and create a new universal and consistent metric. Want the DL on downloads? Join Dan and Steve as they debate new methods of measurement and discuss what buyers need to be paying attention to as podcasting moves into its next phase. “The money is going to flow to where the audience is. We have the audience. We have great shows…If we can verify the audience and present it in a unified sort of way, that’s where we need to be.”  – Steve Goldstein (Founder & CEO, Amplifi Media; Adjunct Professor, NYU) The Audience Wants It Both Ways – When it comes to audio vs. video, Steve notes that in numerous studies, audiences have made it clear they want to consume their podcasts wherever and however they can. Despite what  you might have heard, audio isn’t perishing, and video isn’t always an easy win. So, before you invest in a show, learn how its audience behaves and make sure there’s transparency about whether their audience is listening, watching, or both. Downloads Don’t Work – We all know the download has become an unreliable metric, but just how unreliable is it? According to Steve, many shows inflate download counts by as much as 50 percent. That may be why some platforms are moving away from downloads altogether. As Steve puts it: “If more podcasts stream on Spotify, and YouTube’s not even in that business, then we’re really just talking about Apple [in terms of downloads]. And if Apple’s video initiative kicks in, they’ll be out of the download game.” So what will be the best metric in the post-download era? Steve and Dan both agree: it’s plays and streams, which means you should start thinking about how to negotiate buys around a new set of numbers. Reach for High Value Content – Everyone agrees there’s simply too much content to contend with nowadays. Steve’s suggestion for navigating the glut: Focus on what he calls High Value Content, or HVC (which is not to be confused with HVAC School, a niche podcast about HVAC installation that Steve enjoys). Steve defines HVC podcasts as shows that instill long-term loyalty, even if fans don’t necessarily consume every single episode. “[It’s when] people say, ‘I enjoy spending time listening to Kara Swisher and Scott Galloway. But do I make it through every minute? No. I pick and choose.’” With increased competition, the shows that will prosper are the ones that build relationships with listeners and encourage them to come back out of habit. For more deets on the download’s downfall, check out the full episode below. The Classifieds The Kids Are Alright, and Mom and Dad Are Telling All Network: Backyard Ventures / Episodic Downloads: 35k Given their busy schedules, it’s amazing that married superstars Keion and Shaunie Henderson have time for a podcast at all. Keion is the pastor of The Lighthouse Church; Shaunie is the creator and star of the long-running VH1 reality show Basketball Wives, and together, they have a blended family of six children. So there’s plenty for the couple to talk about on their weekly sitdown podcast, Grown & Growing by Keion and Shaunie Henderson. Each episode finds the couple honestly and playfully discussing their lives in conversations that demonstrate the duo’s obvious mutual respect. Whether you’re a fan of Shaunie’s reality-TV persona or a member of Keion’s congregation, Grown & Growing is a truly heart-warming BTS look at their lives. The show is a great opportunity for advertisers who see high performance in the Relationships, Kid & Family, or Religion & Spirituality categories. If you’re married to a solid testing strategy, click below for more details. Get The Deal This Book Club Will Make You Dust Off That Library Card Network: Audioboom / Episodic Downloads: 13k The phrase “book club” might get book nerds excited, but group literary gatherings don’t always have the happiest endings. Sometimes the conversation gets stodgy, and sometimes the book turns out to be a dud. It is also hard to find a book that interests everyone in the group. Luckily, there’s a podcast for pop culture fans eager to dive into a great new book without having to head to someone’s house every Thursday. Shelf Respect follows author Erin Moon, Knox McCoy and Jamie B. Golden, hosts of the popular podcast The Popcast With Knox and Jamie, as they discuss culture, art, and their love for literature, all with a light comedic touch. The show is a must-test for anybody already testing into The Popcast, as well as for those seeking female-skewing opportunities in the Art & Culture category. Put your bad testing practices on the shelf via the link below. Get The Deal In Case You Missed It Don’t Pigeon-Hole Yourself Into Obvious Genre Alignment Marketing Week reports that brands are turning to unexpected podcast categories to reach niche but highly engaged audiences. One example is the travel group Explore Worldwide, which turned to true crime podcasts to drive leads and purchases, demonstrating that brands and shows don’t always need to be an obvious match in order to work. This bigger lesson here is one that many in the podcasting industry have known for years: Namely, that podcast audiences have a wide variety of interests, and that advertisers can reach them across a wide range of genres. So, whether you’re looking at business, comedy, sports, wellness, true crime, or any number of categories, make sure you’re diversifying your buy, not just falling into the obvious plays. Read More Podcasts + World Cup Fans = GOOOAAALLLL! Edison Research’s Podcast Consumer 2026 finds podcast audiences over-index on sports fandom, or any fandom that is particularly passionate about the content that they’re consuming. According to the story, 55% of podcast fans are interested in the 2026 World Cup, with interest rising further among heavy podcast listeners (by comparison, 47% of the overall U.S. population has expressed interest in the World Cup). It stands to reason that podcasts would over-index among U.S.-based World Cup fans. Podcasts skew upscale, and so does soccer. Aligning with the World Cup through podcasts may not be actionable for every brand, but the numbers are further proof that podcasting remains a strong place to reach upscale, engaged international audiences. Read More iHeart Makes a Game-Changing Play Regarding Radio Measurement iHeartMedia launched AudioGraph, a new platform designed to bring digital-style targeting, planning, and attribution to broadcast radio. The platform uses privacy-safe identity data, TransUnion audience attributes, Triton Digital technology, and external measurement partners to help advertisers buy and evaluate radio beyond traditional age and gender demographics. iHeart says early tests outperformed demographic-based plans, with broader industry rollout scheduled for 2027. Radio attribution has moved from less-than-ideal solutions like time-series attribution to a growing set of effective options from Claritas, Podscribe, Magellan AI, and now iHeart. That is real progress, but marketers still need to be careful. The ideal solution is a method that can measure all of the audio activity in a single plan, not through a piecemeal method with a variety of partners. Read More #SaveTheLiveReads Tecovas Has This Host Hearing Wedding Bells While Walking Down the Aisle Dillon Cheverere, David Ruff, and Will DeFries of the Circling Back podcast earn this week’s #STLR with a Tecovas endorsement that feels more like best friends giving recommendations than a sponsored segment. The standout moment? Will casually mentions that he got married in his Tecovas boots, a personal detail that turns a product promotion into a real-life use case. From there, the conversation turns to weddings, ranch trips, festivals, and everyday wear, all of which demonstrate how Tecovas has become genuinely woven into their lifestyles. Throw in some playful banter about English soccer fans shopping for boots in Dallas, and you’ve got a read that’s funny, authentic, and packed with personality. This is brand alignment at its best: This read has us hearing wedding bells and checkout bells as customers go to add a new pair of boots to their carts. Listen Here Contact us for a Consultation  OXFORd In The News Spotify Aligns With AMP on What a “Play” Actually Means We covered it here last week, but it’s worth a reminder: Spotify for Creators made a huge announcement recently, with Podnews and Podcast Business Journal picking it up shortly after. Spotify officially redefined what counts as a “play” in its Creators dashboard, adopting the AMP framework’s 30-second threshold, once per user, per session, across both audio and video. Spotify is the first major platform to publicly align with the standards AMP proposed, and while Spotify notes that its own data “helped inform” the definition, the direction of travel is clear. If you want to learn more about AMP’s goals, click HERE. Read More Entertainment Podcasts Are a Better Bet Than Advertisers Think Our latest June ORBIT ranking landed in Podnews and Podcast News Daily, with both outlets anchoring on the same finding: Entertainment and Media podcasts sit in the bottom-third of all genres for ad performance, but 15 shows consistently deviate from that trend. The data, drawn from over $1.8 billion in campaign spend across 500-plus advertisers, points to a clear pattern: niche-driven shows with engaged communities, particularly those built around TV, film, and female-skewing pop culture, outperform the genre average. The takeaway isn’t to avoid Entertainment; it’s to buy the show, not the label. Read More 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 Ashley Warmenhoven – Save The Live Reads Editors: Kyle Jelinek Kristen Larson Haley Wiese Bianca Gorodinsky Kelsey Odenthal Brian Raftery  

How do you improve an industry you love? First, demand better data. In a surprise twist this week, Dan Granger (CEO & Founder, Oxford Road) takes a break from Media Roundtable to guest-star on the award-winning show podCast411. Host Rob Walch (Host, podCast411 and VP, Podcast Relations, DAX Global) interviews Dan about the specialist advantage, why better info wins, the key to building bridges across industries, and much more. Let’s dive in. “I believe podcasting is the greatest canvas for the free and open exchange of ideas, but that has to be managed responsibly. And the tools to do so in many cases don’t yet exist.” – Dan Granger (CEO & Founder, Oxford Road) Here’s to the Specialists – Dan started Oxford Road with a love of podcasting and a bold thesis: “Specialists can outperform generalists in the advertising business.” He realized early on that specialization wasn’t just an advantage but a necessity because podcasting rewards deep commitment. The same goes for advertisers: If you only dabble in the medium, you won’t reap the full rewards. It’s only when you fall in love with the medium and dive in that you can see game-changing results. Better Information = Better Decisions – One of OR’s earliest goals was getting better data to inform better decisions. That’s what inspired our biggest projects, including our push for “podcast nutritional labels” so brands know what they’re buying. It’s the same guiding philosophy behind the AMP Accords, which will help the industry measure actual impressions, not downloads. Breakthroughs come from wrangling the right data (for proof, check out the groundbreaking global podcast industry estimates from Owl & Co). Marketers: if you also wish you had better data, see our work on the AMP Accords and join the effort. The Bridge-Building Business – Podcasting is beautiful, messy, and complex. To help the industry, you have to connect all of its players. That includes unique voices on both the left and the right, as well as agencies, networks, hosts, and brands. It can be tricky, but Dan offers two bridge-building techniques: Get first-hand experience in as many industry roles as possible, and build diverse coalitions to tackle shared problems. For never-before-seen insights into the why of Oxford Road, check out the full episode below. Your Monthly ORBIT Report – June 2026 In the Entertainment & Media Category: Buy the Show, Not the Genre Genre podcast buying can be a trap and that’s especially true when it comes to the category of Entertainment & Media. To help you decide which Entertainment & Media shows to pivot to or from buying, we turned to ORBIT (the Oxford Road Benchmark Intelligence Tool). Special shout-out to our top-performers: The Weekly with Jon Stewart (#3), Back to the Barre (#2) , and The Popcast with Knox and Jamie (#1). Entertainment & Media is a lower-performing genre, one that trails more proven categories like True Crime, News, and Society & Culture. Yet, we’ve identified 15 Entertainment & Media programs that manage to shine, and there are promising sub-categories within our 15 winners that have demonstrated pockets of efficiency. Here’s what we found: It Pays to be Picky: Entertainment & Media sits in the bottom third of all our genres, but there are breakout titles. Our best advice? Don’t buy the genre indiscriminately, and don’t get hung up on size. The Entertainment & Media shows that tend to convert for advertisers are often built around specific, loyal communities and don’t always have a big infrastructure behind them. So, be selective and focus on the ORBIT winners. If you need to go deeper, talk to us, and we’ll help you find the pockets of efficiency. TV & Film Dominates the Conversations: Nearly every top entertainment show focuses on TV & film discussions. The shows connect with audiences who follow along to stay on top of weekly TV episodes and new-release films (much like how many of our top Sports category performers follow recent sporting events). Our sole music entry, Song Exploder, functions more like a TV & film show, with each episode going incredibly deep into a specific song. The point is clear: successful entertainment podcasts drive engagement by keeping track of their audiences’ interests and by keeping an eye on the current events calendar. When marketers are selective, Entertainment can be a smart addition to your campaigns. For the complete June ORBIT Rankings and Insights, check out the full report below. View The Full June 2026 ORBIT Rankings & Insights The Classifieds Un-Redacting Spectacular History Network: True Native / Monthly Downloads: 35k In celebration of Friday’s Juneteenth holiday, we’re spotlighting an illuminating podcast that celebrates Black excellence year-round. Produced by Airwave Media and available from True Native Media, Redacted History is a weekly series that covers complex and well-researched topics you don’t usually hear about. Each episode is narrated by Dr. André White Jr., a historian and voice actor who prides himself on creating thorough outlines of his research, which are then shared on the show’s Patreon. The show also puts Black history at the forefront, covering the deep wounds still felt by the African-American community while also spotlighting overlooked triumphs. History is a top-indexing genre for many B2B advertisers looking to target high household earners and small business owners, making Redacted History a promising prospect for many brands. The show could also be a key testing opportunity for Gen Z lifelong learners and pop culture-minded young professionals. Join us in celebrating America’s diversity by clicking below for more information Get The Deal This Podcast Traded Networks, But It Kept Its Secrets Network: Sony Podcasts / Monthly Downloads: 250k Speaking of shows that work well for B2Bs: top-performing podcast Trading Secrets has found its new home. Host Jason Tartick recently made the move over to Sony Podcasts, and he’s brought his trademark flair and solid advice with him. Listeners tune in every week to hear Tartick’s interviews with well-known industry leaders, as well as his pared-down solo episodes in which he discusses more personal subjects. Though many of the topics revolve around the world of business, finance, and tech, there’s also extensive overlap with influencer culture, reality TV, and self-help. The audience is largely made up of women aged 23-44, and for those already testing into Society & Culture, TV & Film, and Health & Fitness./ Trading Secrets would be a welcome addition to any new RFP. You can trade us some test dollars for the secret to high performance if you click below. Get The Deal In Case You Missed It Spotify Publicly Aligns With AMP Spotify is updating its Spotify for Creators analytics with new audience and engagement tools, including segment breakdowns for new versus returning listeners, episode benchmarks, historical performance data, and a redesigned discovery funnel. The bigger news: Spotify has adopted the Alliance for Measurement in Podcasting’s definition of a “play,” now defined as 30 consecutive seconds of content consumed per user per session across audio and video. Spotify is the first major platform to publicly align with AMP’s standards, and Oxford Road spent over a year building the coalition to make that happen. Thank you to every advertiser, publisher, and industry leader who helped get us here. And thanks to Podnews and Podcast Business Journal, who picked up the story early. To learn more about AMP, CLICK HERE. Read More Mid-Tier Podcast Gold Rush Has a New Marketplace DAX US, a division of U.K.-based Global, is partnering with Captivate to launch Captivate Marketplace, which combines programmatic, direct sales, and host-read ads for podcasters. The platform is focused on aggregating mid-tier creators, whose loyal audiences are harder for advertisers to buy efficiently. Captivate Marketplace will allow them to reach those audiences at a greater scale. If DAX and Captivate can package inventory with better targeting and flexible ad formats, it could give brands another way to scale podcast campaigns beyond the top shows. Read More Turns Out “I Always Skip Ads” Is Not Exactly True YouGov research found that podcast ads continue to drive consumer action, even though many listeners say they usually skip or ignore them. The study found that 60% of podcast consumers have taken some action after hearing or seeing a podcast ad, whether it’s visiting a website, searching for a product, using a discount code, or making a purchase. Podcast ads ranked as less annoying than other digital ad formats, while host-read ads remained the most trusted podcast ad format (you can download the report here). Surveys are useful, but what people say they do is not always the same as what they actually do. That helps explain the contradiction here: Listeners say they skip podcast ads, yet many still take action after hearing or seeing them. For marketers, the takeaway is not to ignore ad avoidance, but to avoid overreacting to self-reported behavior. Read More #SaveTheLiveReads Hungryroot Wins Because Host Hates Grocery Shopping Josh and Ian from Lights Out deliver this week’s #STLR with a genuinely relatable endorsement for Hungryroot. Rather than leading with product claims, Josh frames the whole read around a universal truth: he loves good food but has zero interest in grocery shopping or meal prep. The credibility kicker comes early when he casually mentions his family actually pays for Hungryroot themselves. From there, he walks through how it fits his routine, including a small but vivid detail about customizing a pasta dish by removing onions. Simple, specific, and never once sounds like he’s reading off a fact sheet. This is what a proper onboarding and true brand/host alignment sound like. Long live host reads like this! Listen Here Contact us for a Consultation  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  

How do you improve an industry you love? First, demand better data. In a surprise twist this week, Dan Granger (CEO & Founder, Oxford Road) takes a break from Media Roundtable to guest-star on the award-winning show podCast411. Host Rob Walch (Host, podCast411 and VP, Podcast Relations, DAX Global) interviews Dan about the specialist advantage, why better info wins, the key to building bridges across industries, and much more. Let’s dive in. “I believe podcasting is the greatest canvas for the free and open exchange of ideas, but that has to be managed responsibly. And the tools to do so in many cases don’t yet exist.” – Dan Granger (CEO & Founder, Oxford Road) Here’s to the Specialists – Dan started Oxford Road with a love of podcasting and a bold thesis: “Specialists can outperform generalists in the advertising business.” He realized early on that specialization wasn’t just an advantage but a necessity because podcasting rewards deep commitment. The same goes for advertisers: If you only dabble in the medium, you won’t reap the full rewards. It’s only when you fall in love with the medium and dive in that you can see game-changing results. Better Information = Better Decisions – One of OR’s earliest goals was getting better data to inform better decisions. That’s what inspired our biggest projects, including our push for “podcast nutritional labels” so brands know what they’re buying. It’s the same guiding philosophy behind the AMP Accords, which will help the industry measure actual impressions, not downloads. Breakthroughs come from wrangling the right data (for proof, check out the groundbreaking global podcast industry estimates from Owl & Co). Marketers: if you also wish you had better data, see our work on the AMP Accords and join the effort. The Bridge-Building Business – Podcasting is beautiful, messy, and complex. To help the industry, you have to connect all of its players. That includes unique voices on both the left and the right, as well as agencies, networks, hosts, and brands. It can be tricky, but Dan offers two bridge-building techniques: Get first-hand experience in as many industry roles as possible, and build diverse coalitions to tackle shared problems. For never-before-seen insights into the why of Oxford Road, check out the full episode below.

For more than a year now, the Alliance for Measurement in Podcasting, or AMP, has been working to create new frameworks for podcast measurement. In this week’s Media Roundtable, we’re announcing some of our latest findings. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP-Strategy, Oxford Road) welcome Pete Birsinger (CEO & Founder, Podscribe) to discuss the problem with downloads, AMP’s internal tug-of-war, and the new standard metrics that could help grow the industry. “This type of evolution should put podcasting on a better footing to compete with other media channels for an enormous part of advertising dollars.” – Pete Birsinger (CEO & Founder, Podscribe) Downloads and Doubt – We don’t measure downloads because we love them; we use them because they were the best metric we had when podcasting began. The problem is it’s a wobbly foundational metric, one that invariably leads to speculation and uncertainty about actual consumption. It gets all the more confusing when you factor in different metrics across multiple channels. Moving away from downloads and toward a consumption-based metric will remove doubt from pricing. As Pete puts it, “ The fewer assumptions we have to make, the more accurate the results will be.” The Tug-of-War – Part of the beauty of podcasting is that no one entity or company owns the space. That also means you need cross-partner alignment and adoption in order to enact change. With AMP, stakeholders like Oxford Road, Podscribe, and Spotify all had a hand on the wheel, with the shared goal of finding a favorable outcome. While getting this many collaborators to agree might take more effort, the upside is that this result is acceptable to all and gives us a real chance at industry-wide implementation. (Want to join us? Check out the AMP Accords.) Two Simple Metrics – Out of this tug-of-war, AMP aligned on two major metrics. The first is that a play is when a user consumes at least 30 consecutive seconds of a podcast (audio or video). The second is that an ad impression is when any portion of an ad is shown to a user. If we adopt these, we take the guesswork out of ad delivery, which should be table stakes for any marketing channel. Making podcasting more buyer-friendly by removing doubt will help unlock the industry’s next billion dollars. For more insights from AMP’s first major announcement and why it matters, check out the full episode below.   The Classifieds Breakin’ News 2: Electric Boogaloo Network: MeidasTouch Network / Monthly Downloads: 150k The 24-hour news cycle is simply too slow for Gen Z, and thanks to influencers like Aaron Parnas, younger audiences now get their breaking news on demand. MeidasTouch Network has partnered with this trailblazing journalist for Breakin’ News 2: Electric Boogaloo, a show that brings Parnas’ timely updates to an RSS feed. Now, anyone and everyone can hear about developments in the Middle East, upcoming midterm elections, or the latest news from Capitol Hill. Though the episodes are only 10 minutes long, the content is jam-packed with contextual reporting that delivers a nuanced take on ever-evolving events. If you’re looking for tune-in value, Breakin’ News 2: Electric Boogaloo is very promising. Similar short-form news podcasts have done especially well for B2B advertisers looking to reach an engaged audience of self-starters who want to stay informed. Gain your own perspective at the link below. Get The Deal Hi, I’m Johnny Knoxville, and This is Your Next Test Network: Headgum / Monthly Downloads: 30k They’ve faced alligators, industrial-sized slingshots, bulls, tasers and more, but now it’s time for the Jackass gang to face their biggest challenge yet: A podcast. In conjunction with the upcoming release of Jackass: Best and Last, frontman Johnny Knoxville and director Jeff Tremaine are getting wistful and a bit nostalgic about their decades-long careers, and they’re recording it all for posterity. In this forthcoming series from Headgum, they sit down with past and current team members, who talk through some of their more grueling stunts, while offering their perspectives on the franchise’s legacy (initial guests include Oscar-winning filmmaker Spike Jonze and beloved Jackass mainstay Wee Man). The show promises to inspire many viral moments, courtesy of the gang’s need to prank one another as often as possible. Millennial, male-skewing advertisers are highly recommended to test this, especially those who work well in the TV & Film genre. Be a smartass and click below for additional details. Get The Deal In Case You Missed It Even as Video Grows, Audio Still Remains King Edison Research’s new Podcast Consumer 2026 study provides some major new insights into evolving consumption trends. According to Edison, 57% of those surveyed say they both listen to and watch podcasts, while 21% are audio-only consumers, and just 2% exclusively watch video (YouTube is the video service used most often among weekly consumers). The big takeaway? Consumers haven’t written off audio podcasts, and neither should you. Instead, take the opportunity to plan podcasts as a flexible creator channel that can move across numerous devices and platforms while still being built on the intimacy and authenticity that made the medium work in the first place. Read More Programmatic Demands Only the Best Inventory as Fuel The ANA’s latest Programmatic Transparency Benchmark (report available for members) finds that programmatic efficiency improved in Q1 2026, with its TrueAdSpend metric rising from 36.3% to 43.3%. But those gains were uneven: Top-performing advertisers converted 54% of spend into quality impressions, compared with 32.1% for lower-performing advertisers. The difference was media quality, with stronger buyers using tighter supply paths, better measurement coverage, and more curated inventory. The ANA’s report shows the real advantage goes to advertisers that manage supply quality, measurement coverage, and curation. That matters as programmatic audio grows as a buying method. Premium audio should benefit, but only when the inventory is curated and advertisers resist treating every impression as equal. Read More Netflix and Tubi’s Podcast Bet Seems To Be Paying Off Edison Research’s first wave of Podcast Metrics data, including Netflix and Tubi, shows that 14% of weekly podcast consumers have used Netflix to consume podcasts, while 4% have used Tubi. Those numbers are still low, but the early traction is meaningful as more podcast publishers and streamers strike distribution deals, including Netflix’s reported deal with Jay Shetty’s On Purpose and Tubi’s partnerships with Audiochuck and SiriusXM. The data suggests streaming platforms are beginning to establish a role in podcast discovery and consumption. The Netflix and Tubi numbers are small compared with YouTube and Spotify, but small can be meaningful: If 14% of weekly podcast consumers have already used Netflix for podcasts, that’s enough to take the platform seriously over the long term. Importantly, talent-led podcast IP is becoming more portable across audio, video, social, streaming, and CTV. For marketers, the opportunity is to build around the host-audience relationship regardless of platform. Read More #SaveTheLiveReads A “StoryWorth” Telling That is Criminally Good This week’s #STLR belongs to Taylar Fetzner and Morgan Harris of the Creeps and Crimes podcast, who deliver a heartfelt and genuinely memorable read for StoryWorth. They open with a powerful truth that instantly resonates with their audience: Namely, that while most Father’s Day gifts eventually get forgotten, family stories last forever. The hosts do an excellent job of breaking down StoryWorth’s simple yet accessible process, highlighting features like voice recordings and guided phone calls in a way that feels practical and thoughtful rather than promotional. What truly makes this read shine, however, is Morgan’s personal story about her father, as she recounts how he rescued a man from a burning car as a teenager. It’s a vivid anecdote she may never have known about without StoryWorth, and it demonstrates how StoryWorth can help preserve crucial moments from a family’s past. The hosts’ enthusiasm feels completely earned because it stems from real experiences, making the recommendation feel less like an advertisement and more like advice from trusted friends. By the time they reach the call to action, listeners aren’t just thinking about Father’s Day; they’re thinking about the stories they want to preserve for generations to come. Listen Here Contact us for a Consultation  OXFORd In The News AMP’s Cross-Platform Alternative to the Download Forbes‘ Frank Raccioppi broke the story on AMP’s first major announcement: A unified impression framework for audio and video podcasting, ratified by all task force members with no dissenting votes. Sounds Profitable, Podnews, and Podcast News Daily all picked up the story, each focusing on AMP’s four new cross-platform exposure definitions. These will give advertisers a single consumption-based metric to compare audio and video inventory, without forcing platforms to abandon existing systems. The full framework and implementation guide will be unveiled at Oxford Road’s CAO Summit, which kicks off July 22nd. Read More Read More About AMP Here 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

For more than a year now, the Alliance for Measurement in Podcasting, or AMP, has been working to create new frameworks for podcast measurement. In this week’s Media Roundtable, we’re announcing some of our latest findings. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP-Strategy, Oxford Road) welcome Pete Birsinger (CEO & Founder, Podscribe) to discuss the problem with downloads, AMP’s internal tug-of-war, and the new standard metrics that could help grow the industry. “This type of evolution should put podcasting on a better footing to compete with other media channels for an enormous part of advertising dollars.” – Pete Birsinger (CEO & Founder, Podscribe) Downloads and Doubt – We don’t measure downloads because we love them; we use them because they were the best metric we had when podcasting began. The problem is it’s a wobbly foundational metric, one that invariably leads to speculation and uncertainty about actual consumption. It gets all the more confusing when you factor in different metrics across multiple channels. Moving away from downloads and toward a consumption-based metric will remove doubt from pricing. As Pete puts it, “ The fewer assumptions we have to make, the more accurate the results will be.” The Tug-of-War –  Part of the beauty of podcasting is that no one entity or company owns the space. That also means you need cross-partner alignment and adoption in order to enact change. With AMP, stakeholders like Oxford Road, Podscribe, and Spotify all had a hand on the wheel, with the shared goal of finding a favorable outcome. While getting this many collaborators to agree might take more effort, the upside is that this result is acceptable to all and gives us a real chance at industry-wide implementation. (Want to join us? Check out the AMP Accords.) Two Simple Metrics – Out of this tug-of-war, AMP aligned on two major metrics. The first is that a play is when a user consumes at least 30 consecutive seconds of a podcast (audio or video). The second is that an ad impression is when any portion of an ad is shown to a user. If we adopt these, we take the guesswork out of ad delivery, which should be table stakes for any marketing channel. Making podcasting more buyer-friendly by removing doubt will help unlock the industry’s next billion dollars. For more insights from AMP’s first major announcement and why it matters, check out the full episode below.  

If your phone is full of podcast episodes you’ve never actually played, you know a download isn’t the same as an impression. So how can marketers figure out who’s really tuning in, and who’s tuning out? This week’s Media Roundtable discussion has you covered. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP, Strategy, Oxford Road) welcome Dan Misener (co-founder, Bumper) to talk about the Bumper Score, a major new step toward shrinking the gap between a podcast’s reported listenership and its actual audience. It’s no secret we’re big advocates for better podcast measurement (check out today’s Forbes story, written by Frank Racioppi, about our work on the AMP Accords). The Bumper Score, like AMP, is aimed at helping the industry unlock its next billions through better data. Join our panel of experts as they discuss how better information can not only lead to better measurement, but can also help prevent billions of dollars from being left on the sidelines. “There is a gigantic gap between what buyers are paying for and what sellers are actually delivering.” – Dan Misener (co-founder, Bumper) Minding the Gap – We measure downloads, views, and plays, which collectively adds up to what one panelist describes as “a mixed bag of garbage.” But what we actually care about is ad delivery. And as of now, the gap between what’s being measured and what’s being delivered can be huge. The big-picture takeaway? Bad decisions based on faulty metrics can create even worse decisions (which helps explain why a billion dollars’ worth of investment is being held back from the market, according to our count). TL;DR: When brands don’t trust what they’re buying, they buy less. Keeping Score – Bumper has found a way to shrink the frustrating measurement gap. The company looks at episode delivery data and compares it to actual playback data from first-party sources. That intel is used to create the Bumper Score, a ranking that determines how effectively a program reaches a real audience when compared against other shows. Bumper Scores range from 0 (Bad) to 200 (Great), with 100 as an average. Building A Better Yardstick – In practice, the Bumper Score can level the playing field between podcasters with quality audiences (but smaller traffic) and creators with big topline numbers (but weaker audiences). Much like our own ORBIT reports, the Bumper Score helps brands evaluate shows using metrics that actually matter, and allows them to decide if the true CPM is worth the effort (and the spend). For more details on Bumper, and further insight into how the industry is coming together to fight for better measurement, check out the full episode of Media Roundtable below. The Classifieds Caleb Hearon Makes Every Episode an Event Wave Sports / Monthly Downloads: 465k Mr. Roy G. Biv is back for the first official week of Pride Month, and he’s brought two top-notch classifieds for you to consider. Our first is hosted by stand-up comedian and actor Caleb Hearon, who used his experiences as a Missouri middle school teacher to create one-of-a-kind sketches and characters that found him a huge following online. Though he’s become a big-time star in recent years, with major roles in both TV (Overcompensating) and film (The Devil Wears Prada 2), Hearon hasn’t lost his deep connection to his fans, who tune in to So True with Caleb Hearon for NSFW conversations with high-profile guests. Every conversation feels like an event rather than a promotional-tour stop. And blue-chip and DR brands alike are taking notice of Hearon’s hilarious, heartfelt interview style. If you want the truth, the whole truth, and nothing but the truth, click below for more details. Get The Deal Pride With Purpose and Community Network: Studio71 / Monthly Downloads: 57k Like so many of us, Texas-born lesbian comic Mal Glowenke is a work in progress. Each week on Made It Out, she sits down with a member of the LGBTQIA+ community to talk about their tender beginnings, their journeys with self-discovery, and the moments that shaped their lives. Though Made It Out features no shortage of heartbreak and humor, the show also focuses on self-improvement and community building. Even when the topic is rooted in a sense of grief or loss, Glowenke imbues every conversation with positivity and support. Made It Out’s largely female audience is interested in mental health, continuing education, the arts, and travel, all of which makes the show a desirable prospect for a variety of brands. Demonstrate your pride in podcasting by clicking below for more information. Get The Deal In Case You Missed It Is the Download Past Its Prime? Steve Goldstein of Amplifi Media led a London Podcast Show panel on whether downloads remain a viable core metric. While downloads standardized the industry, Goldstein notes, they often fail to capture true engagement or listener intent. And while the download helped podcasting grow, the medium has evolved faster than the metric. What the industry needs first, Goldstein argues, is more consistency in how audience delivery is measured across platforms, formats, and listening environments. That’s why the Alliance for Measurement in Podcasting (AMP) matters. Podcasting will never have perfect measurement, especially as audio, video, RSS, YouTube, Spotify, and social clips all blur together. But without clearer standards, marketers are left wondering what they’re actually getting from their investments. Read More Radio Measurement Is Getting an Overhaul Nielsen is planning changes to its diary-based radio ratings service in response to declining survey participation, rising costs, and changing consumer habits. The proposed hybrid methodology would add a lower-burden digital survey, use outside research panels for some respondents, and apply modeling to estimate full-week listening patterns. Radio measurement isn’t perfect, but the industry has a consistent framework, using Portable People Meters in the largest markets and diary surveys in the rest. Nielsen’s latest changes demonstrate the importance of measurement evolving in step with consumer behavior, even in legacy channels. The move also reinforces the need for shared measurement within podcasting. Read More  Spotify Knows You Better Than Your Therapist Does Spotify’s global head of ad product, Katie English, discusses how the platform uses data from Spotify Wrapped and other personalized listening insights to create standardized, buyable audience segments for advertisers. Spotify Wrapped is one of the best marketing initiatives in digital media, and while it’s unclear whether Wrapped-based audience segments can become a meaningful buying tool, the company is clearly interested in finding a way to turn a beloved consumer experience into an advertising product. As any music fan can tell you, listening habits are deeply tied to identity, mood, and personal taste. Those kinds of deep connections can be useful for media buying if packaged in a way advertisers can use. Read More #SaveTheLiveReads These Fangirls Are Serious About Their Health Sisters Lexi and Nicole of Fantasy Fangirls bring genuine enthusiasm to this week’s live read for Function Health. The hosts have a doctor in the family, so they know what they’re talking about, and their delivery is peppy but sincere, leaving them plenty of room to breathe between the details. And the specifics land because Function is personal to each user, not a one-size-fits-all panel of tests. The two hosts may obsess over worlds of fantasy, but they’re serious about their real-world health. Brands should take note: This is what authentic advocacy actually sounds like. Listen Here Contact us for a Consultation  OXFORd In The News The AMP Accords Go Viral Last week, The Hollywood Reporter broke the news on AMP (Alliance for Measurement in Podcasting), a coalition of 12 industry players working toward a shared podcast definition and new frameworks for ad measurement. We told you about it here first, and the story quickly rippled across Barrett Media, Podnews, Podcast Business Journal, Sounds Profitable, Podcast News Daily, Podcasting Today, TV News Check, and Roastbrief. All of those mentions land on the same point: Without common measurements and definitions, budgets get orphaned, and a billion dollars in ad spend stays on the sideline. Learn more about the AMP Accords HERE. 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  

If your phone is full of podcast episodes you’ve never actually played, you know a download isn’t the same as an impression. So how can marketers figure out who’s really tuning in, and who’s tuning out? This week’s Media Roundtable discussion has you covered. Dan Granger (CEO & Founder, Oxford Road) and Giles Martin (EVP, Strategy, Oxford Road) welcome Dan Misener (co-founder, Bumper) to talk about the Bumper Score, a major new step toward shrinking the gap between a podcast’s reported listenership and its actual audience. It’s no secret we’re big advocates for better podcast measurement (check out today’s Forbes story, written by Frank Racioppi, about our work on the AMP Accords). The Bumper Score, like AMP, is aimed at helping the industry unlock its next billions through better data. Join our panel of experts as they discuss how better information can not only lead to better measurement, but can also help prevent billions of dollars from being left on the sidelines. “There is a gigantic gap between what buyers are paying for and what sellers are actually delivering.” – Dan Misener (co-founder, Bumper) Minding the Gap – We measure downloads, views, and plays, which collectively adds up to what one panelist describes as “a mixed bag of garbage.” But what we actually care about is ad delivery. And as of now, the gap between what’s being measured and what’s being delivered can be huge. The big-picture takeaway? Bad decisions based on faulty metrics can create even worse decisions (which helps explain why a billion dollars’ worth of investment is being held back from the market, according to our count). TL;DR: When brands don’t trust what they’re buying, they buy less. Keeping Score – Bumper has found a way to shrink the frustrating measurement gap. The company looks at episode delivery data and compares it to actual playback data from first-party sources. That intel is used to create the Bumper Score, a ranking that determines how effectively a program reaches a real audience when compared against other shows. Bumper Scores range from 0 (Bad) to 200 (Great), with 100 as an average. Building A Better Yardstick – In practice, the Bumper Score can level the playing field between podcasters with quality audiences (but smaller traffic) and creators with big topline numbers (but weaker audiences). Much like our own ORBIT reports, the Bumper Score helps brands evaluate shows using metrics that actually matter, and allows them to decide if the true CPM is worth the effort (and the spend). For more details on Bumper, and further insight into how the industry is coming together to fight for better measurement, check out the full episode of Media Roundtable below.

For the past year, some of the biggest names in podcasting have been working on a top-secret mission, one that could define the future of this multi-billion-dollar industry. Together, they debated three crucial questions: What’s a podcast? What’s an impression? Did the ad work? Now, after months of closed-door meetings and discussions, Dan Granger (CEO & Founder, Oxford Road) and long-time strategy consigliere Giles Martin (EVP, Strategy, Oxford Road) are excited to unveil AMP, the Alliance for Measurement in Podcasting. The unprecedented effort, which features a cross-section of industry leaders, aims to answer podcasting’s big three questions and, in doing so, create a new blueprint for creators, advertisers, and platforms. “We know that the lack of consistency in what we’re talking about, and in the things we’re measuring, is costing everyone money.” – Dan Granger (CEO & Founder, Oxford Road) Learn More about AMP here But, Seriously…What’s a Podcast? – It’s a question that, admittedly, we’re just slightly obsessed with (for proof, check out our award-winning “What’s a Podcast?” series here). But it’s an issue that impacts everyone in the ecosystem. The lack of a standard podcast definition has caused confusion and chaos. So much so that, by our math, the industry’s leaving a billion dollars on the table. AMP is the industry’s chance to unify and standardize, and an attempt to lift all boats. The Best Brains in the Biz – In AMP’s meetings, we had voices from top podcast advertisers, platforms, and creators. They all recognize that the status quo isn’t working, and that the industry needs new and unified audio/video podcast definitions, exposure metrics, and ROI metrics. Did these smart, experienced, and very opinionated parties all land on the same answers? Of course not! But even if these diverse thinkers didn’t love every single aspect of the AMP Accords, they agreed to help put these changes in motion, for the betterment of the industry. The point is: We’ll work to make it work, together. What’s Next for AMP – Now that the secret’s out on the biggest cross-collaboration measurement effort in podcasting, what’s next? In June, we’ll share some of the task force’s findings and market guidance. Then, at our CAO Summit in July, we’ll share the full AMP Accords. From there, it’ll be up to the industry. If you also hope for a Podcasting landscape that’s better for creators, publishers, brands, and everyone else in the industry, stay up to date with the AMP Accords here. For more insights on one of the (previously) best-kept secrets in the industry, check out the full episode below. The Classifieds This is One Fesspool You Will Want To Dive Into Network: Your Mom’s House Studios / Monthly Downloads: 50k As literary genius Mark Twain once said, “Truth is stranger than fiction,” which perfectly summarizes the common consensus of the internet, and our first offering. Since premiering in early August, Arasha Lalani’s new podcast, Fesspool, capitalizes on our shared curiosity and constant FOMO. Each episode includes a talented guest, a colorful set, positive vibes, and jaw-dropping call-in confessions. Arasha already honed a vibrant, deeply sardonic persona as a contributor on Smosh and its popular segment Smosh Pit. In this less improv-based opportunity, she dives in with her guests, getting personal and profound while retaining her signature off-the-wall sense of humor. This is a great podcast to test into as it’s taking off, and is highly recommended for advertisers who find success on Gen Z comedy offerings from contributors to Smosh, Dropout TV, Second Try, Mythical, and Gumball productions. Your secrets might not be safe, but your testing dollars are if you click the link below. Get The Deal These Comedic Legends Are Bringing Down the House Network: Khan Artist Media / Monthly Downloads: 140k While Kevin Smith has many notable and familiar quotes, very few of them are fit to print in an industry newsletter. Luckily, he and Jason Mewes (Clerks I-III, Mallrats, Dogma, etc) finally have an appropriate space for those quotes, and so much more, in their new podcast. Premiering June 10th, the video-heavy simulcast promises to include behind-the-scenes anecdotes, updates on their current work, and long-form storytelling that has become synonymous with Smith’s audio offerings as of late. Longtime fans will also undoubtedly tune in to bask in the nostalgia and hear from one of their favorite creators on his recent exploits. Advertisers seeking an older male audience interested in TV & Film are a top priority to test in this fresh new opportunity.  If you’re standing outside a convenience store, open the door and come on through to the link below for more details. Get The Deal In Case You Missed It Same Show + Different Measurement Standards = Chaos and Confusion Amazon used its Upfront pitch to position podcasts as more than an audio extension, with shows like its Oprah Winfrey partnership competing for broader entertainment and TV budgets. The more important point came from Amazon’s Head of Ad Revenue, Angie More, who acknowledged that measurement remains a major challenge, especially when audiences consume the same content across platforms that Amazon does not fully control. The article argues that video podcasts, creator shows, and hybrid media properties are being sold across podcast, CTV, and creator budgets, even though each channel uses different definitions of audience, delivery, and value. The author identifies the right problem but then argues it’s a buyer problem. Different buyers will always value the same property differently. The real problem is that the underlying unit is not consistent. A podcast download, a TV impression, and a YouTube/creator video view are often treated like comparable media exposures, but they are not the same. CPM only works as a common currency if everyone agrees on what the impression actually represents. Read More Brazil is Sitting on a Podcast Gold Mine & Marketers Have No Idea Brazil’s digital advertising market reached R$42.7 billion, roughly $8.68 billion in US dollars, in 2025. That is about the size of the U.S. digital audio market alone. Despite Brazil’s strong audio performance, digital audio remains a small part of the country’s ad mix: the IAB Brazil report does not break out audio as a separate category, while CENP Meios shows digital audio at just 0.3% of spending among major agencies. The article argues that the gap is not caused by consumer demand but by historical barriers related to fragmentation, measurement, and radio’s legacy buying structure. Brazil is a highly developed market for audio listenership; every major data point in the article supports that. Yet the audio ad market remains underdeveloped, particularly in podcasting. If audio inventory becomes more accessible, measurable, and easier to buy, international media budgets should follow. Read More Content Creators Open YouTube’s Black Box The Roost, the video-first podcast network behind creators like Theo Von and Trisha Paytas, has partnered with Magellan AI to bring attribution and verification tools to its advertiser campaigns across both audio and video. Advertisers will now have access to delivery verification, reach measurement, and lift reporting across The Roost’s creator network. As podcasting becomes more video-led, YouTube remains largely a black box. This partnership is interesting because it gives advertisers a better view into audio and video podcast delivery, even if only within one publisher network for now. That is a small but important move toward making creator-led podcast buys more accountable. Read More #SaveTheLiveReads Investigator Slater Cracks the “Sad Underwear Drawer” Case Investigator Slater has all the facts lined up in this recent live read for MeUndies. She opens with the summer wardrobe audit, and I feel  personally called out; like yes, I too have underwear in my drawer from before the pandemic with absolutely no business still being there, waistbands all warped and sad, and the fact that she just said that out loud so casually is exactly why this ad works so well. She’s not a host reading copy; she’s a friend venting about her underwear drawer. Her tone is carefree yet intentional, addressing a more private topic while still showcasing the brand in a fun way.  It’s short and sweet, yet effective, and not coming from an overly pushy salesperson just looking for their next commission. What really seals the deal, though, is the drawer glow-up moment, going from a chaotic grab bag of miserable old pairs to something she actually doesn’t mind opening anymore. Case closed, culprit caught, MeUndies for the win. Listen Here Contact us for a Consultation  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  

For the past year, some of the biggest names in podcasting have been working on a top-secret mission, one that could define the future of this multi-billion-dollar industry. Together, they debated three crucial questions: What’s a podcast? What’s an impression? Did the ad work? Now, after months of closed-door meetings and discussions, Dan Granger (CEO & Founder, Oxford Road) and long-time strategy consigliere Giles Martin (EVP, Strategy, Oxford Road) are excited to unveil AMP, the Alliance for Measurement in Podcasting. The unprecedented effort, which features a cross-section of industry leaders, aims to answer podcasting’s big three questions and, in doing so, create a new blueprint for creators, advertisers, and platforms. “We know that the lack of consistency in what we’re talking about, and in the things we’re measuring, is costing everyone money.” – Dan Granger (CEO & Founder, Oxford Road) Learn More about AMP here But, Seriously…What’s a Podcast? – It’s a question that, admittedly, we’re just slightly obsessed with (for proof, check out our award-winning “What’s a Podcast?” series here). But it’s an issue that impacts everyone in the ecosystem. The lack of a standard podcast definition has caused confusion and chaos. So much so that, by our math, the industry’s leaving a billion dollars on the table. AMP is the industry’s chance to unify and standardize, and an attempt to lift all boats. The Best Brains in the Biz – In AMP’s meetings, we had voices from top podcast advertisers, platforms, and creators. They all recognize that the status quo isn’t working, and that the industry needs new and unified audio/video podcast definitions, exposure metrics, and ROI metrics. Did these smart, experienced, and very opinionated parties all land on the same answers? Of course not! But even if these diverse thinkers didn’t love every single aspect of the AMP Accords, they agreed to help put these changes in motion, for the betterment of the industry. The point is: We’ll work to make it work, together. What’s Next for AMP – Now that the secret’s out on the biggest cross-collaboration measurement effort in podcasting, what’s next? In June, we’ll share some of the task force’s findings and market guidance. Then, at our CAO Summit in July, we’ll share the full AMP Accords. From there, it’ll be up to the industry. If you also hope for a Podcasting landscape that’s better for creators, publishers, brands, and everyone else in the industry, stay up to date with the AMP Accords here. For more insights on one of the (previously) best-kept secrets in the industry, check out the full episode below.

The Creator Economy is a $250B industry powerhouse. So, how do you keep the creators at the heart of it from being exploited? Find out below. There is no creator economy without creators and no podcast advertising without podcasters. So, brands have a vested interest in making sure the economy is run responsibly and sustainably. On this week’s episode of Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) hosts Emmy-nominated digital culture expert Shira Lazar (Founder, What’s Trending and Creators 4 Mental Health), who is at the heart of the effort to help creators. Join us as Shira and Dan talk: Fair Labor, Mental Health, and The Creator Bill of Rights. “In the trenches of [the Creator Economy], there’s a lack of infrastructure and support, and that is wild to me considering the maturation of this industry and how quickly it’s evolving.” – Shira Lazar (Founder, What’s Trending and Creators 4 Mental Health) Labor is Labor –  Brands want to work with creators. Creators want to work with brands. Yet some deals go nowhere. Shira recommends a two-step approach to avoid Project Purgatory. First, agree on a budget and get a contract. Basic, but necessary. Then do ideation. No one benefits when creators do creative labor on spec. It doesn’t allow creators to develop relationships with brands and it’s too easy for brands to walk away. If you don’t want them for a full engagement yet, hire them as a consultant. You’ll get high-level thoughts you can use, and you can end it quickly if it’s not a fit. Highlighting the Hurt – If we had a gym where 30-50% of the people were seriously injured, we’d notice. Shira founded Creators 4 Mental Health because studies show that social media is clearly hurting creators, yet they lack protections and infrastructure. The organization’s landmark study found 1 in 10 creators reported suicidal thoughts (nearly twice the average adult rate in the U.S.), and 9 in 10 lacked access to specialized mental health care. The lynchpin of the creator economy is fragile and, on its current path, not sustainable (62% of creators experience burnout). Just like podcasting has needed to install safeguards, the creators who underpin the creator economy need the same thing. The Creator Bill of Rights – Why does a bill of rights for creators matter to marketers? Because creators are a workforce. One with few protections and little leverage against their platforms or brand partners, but whose unique talents move hundreds of billions globally. Shira, Lisandra Vásquez, and Rep. Ro Khanna were the bill’s co-architects. Just like we’ve tried to bring transparency to brand safety to create stable podcast marketing, transparency and protection for creators benefits brands. Your favorite host who gives killer live reads is a creator. If you want them to create sustainably, their party of the economy needs to be formalized. For more insights from a powerhouse helping to organize the creator economy we all rely on, check out the full episode below. The Classifieds Dhar Mann Goes Unscripted Network: Studio71 / Monthly Downloads: 250k Kindness is a commodity that is constantly undervalued in today’s media landscape, but luckily, one of its biggest proponents is launching a new podcast focused on highlighting it. Dhar Mann started gaining viral popularity in 2020 and has since amassed a substantial YouTube following of 27m subscribers, earning him a top ranking among all US-based channels. His informative, morality-based content has consistently trended over the past six years, leading to internet fame and brand partnerships. His first podcast episode launched this week and includes a conversation with actress and activist Jameela Jamil. Though his usual videos are scripted, his interviewing skills lend an intimate, personal feel that is soothing and touchingly honest. Any advertiser with a predominantly female audience is strongly recommended to test this new offering, especially those who value self-improvement and mental health. If you’re not sure what happens next, click the link below to find out more. Get The Deal Listen to Your Gut, It’s Telling You Something Important Network: Wellness Loud / Monthly Downloads: 20k The “gut biome” has become a major conversation in the wellness space. This is not surprising once you realize that it influences allergies, metabolic diseases, chronic illnesses, and hormonal regulation. Integrative Nutritionist Courtney Swan is a food activist who wants to bring equity and stability to America’s disparate food systems. In her weekly podcast with Wellness Loud, she sits down with fellow experts to discuss the roadblocks currently in place, the strategy involved to reshape our daily diets, and the necessary conversations we should all be having. Whether she’s talking through pregnancy-related cravings or the role of PFAS in our drinking water, Swan strives to bring scientific theory and prescient activism to her listeners. This is a great opportunity for advertisers targeting health-focused, quality-loving decision-makers. No degree necessary to click the link below; all the information you need is available for you there. Get The Deal In Case You Missed It The Upfronts Just Told Us Where Advertising Is Headed YouTube and Netflix used this year’s upfronts to show how far the TV marketplace has moved beyond traditional network programming. At Brandcast 2026, YouTube pitched advertisers on creators, commerce, AI-assisted video production, custom sponsorships, and shoppable connected TV ads. Netflix also leaned into a broader ad offering, saying more than 80% of ad-supported members are actively watching each week and announcing that ad inventory across podcasts and vertical video will be available globally in 2027. YouTube and Netflix are using these upfronts to sell creators, commerce, AI, podcasts, vertical video, and programmatic inventory, which tells you where the ad market is headed. “TV” is less about a specific kind of programming and more about premium video, wherever it shows up. For podcasting, being at the forefront during the upfronts is a sign that the medium is more than ever at the center of mainstream media planning. Read More The Creator Economy Is Not a Trend, It’s a Budget Line Scalable’s first Creator Economy Summit focused on where the money is flowing across the creator economy. Creator ad spending is forecasted to reach roughly $44 billion in 2026, according to IAB. Major brands are increasing their investments. Visa CMO Frank Cooper said the company doubled its creator investment over the past year and hopes to double it again, while OpenAI is also expanding its influencer marketing efforts. The event also highlighted how creator monetization is shifting beyond direct brand deals, with Meta’s partnership ads reaching a $10 billion revenue run rate, and Twitch generating two-thirds to three-quarters of revenue from viewer subscriptions. Visa doubling its creator investment is worth paying attention to. When a brand at that scale increases spend, it tells you creators are doing real work across both brand and performance. The catch is that not every creator platform is built around advertising. On Twitch, where subscriptions drive much of the revenue, brands need to find ways into the content experience itself, not just around it. Read More Podcast’s Measurement Gap Just Got Smaller Magellan AI and Signal Hill Insights are partnering to provide full-funnel podcast measurement by combining Magellan’s ad exposure data with Signal Hill’s brand lift methodology. The partnership is designed to connect podcast ad exposure to awareness, favorability, and intent, while also tying those results to downstream performance data. The companies say the approach can account for both dynamically inserted and baked-in ads through tags and server-side integrations. The more podcasting can connect brand impact and performance, the easier it is to properly credit the full value of the medium. That has been one of the category’s biggest challenges: podcasting often gets judged by only part of what it delivers — performance. The Magellan AI and Signal Hill partnership moves us closer to the ideal state, where advertisers see how podcast campaigns influence awareness, consideration, and action in one place. Read More #SaveTheLiveReads Shop Pay Saves the Day Mindful in Minutes host Kelly Smith has the soothing remedy for all shop-worthy problems in this week’s #STLR with Shopify. She opens with a relatable parenting moment: her daughter Poppy’s bedtime emergency over a broken zipper. From that first beat, you’re not being pitched to, you’re being invited in. The Shopify mention emerges organically from the story, so by the time she calls the purple “Shop Pay” button “the happiest thing I have ever seen,” it lands as genuine relief, not a sales line. Warm pacing, a seamless transition to business recommendation, and a clean custom URL close it out. This is a live read that earns trust because it never once feels like an advertisement. Listen Here Contact us for a Consultation  OXFORd In The News Oxford Road Takes Home Four Communicator Awards Oxford Road took home four Communicator Awards this year, two each for the Indie PaC Awards and What’s A Podcast, recognizing work that was always more about the industry than the agency. As Dan put it, the wins reflect “our effort to honor independent creators, expand the definition of podcasting, and grow the category for advertisers and partners across the ecosystem.” If you want to take a look at the other winners, click the link below. Read More ORBIT’s International Report is Gaining Attention Our May ORBIT rankings on the Top 15 Performing International Podcasts made the rounds across Podcast News Daily, Podcasting Today, Roastbrief, Podnews, Sounds Profitable, and Podcast Business Journal, all picking up on the same core warning: international podcast advertising isn’t a copy-paste of what works domestically. The data shows which markets are primed for growth and where a one-size-fits-all buy leaves performance on the table. If you want to view the report everyone is talking about for yourself, click here. Read More 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  

The Creator Economy is a $250B industry powerhouse. So, how do you keep the creators at the heart of it from being exploited? Find out below. There is no creator economy without creators and no podcast advertising without podcasters. So, brands have a vested interest in making sure the economy is run responsibly and sustainably. On this week’s episode of Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) hosts Emmy-nominated digital culture expert Shira Lazar (Founder, What’s Trending and Creators 4 Mental Health), who is at the heart of the effort to help creators. Join us as Shira and Dan talk: Fair Labor, Mental Health, and The Creator Bill of Rights. “In the trenches of [the Creator Economy], there’s a lack of infrastructure and support, and that is wild to me considering the maturation of this industry and how quickly it’s evolving.” – Shira Lazar (Founder, What’s Trending and Creators 4 Mental Health) Labor is Labor –  Brands want to work with creators. Creators want to work with brands. Yet some deals go nowhere. Shira recommends a two-step approach to avoid Project Purgatory. First, agree on a budget and get a contract. Basic, but necessary. Then do ideation. No one benefits when creators do creative labor on spec. It doesn’t allow creators to develop relationships with brands and it’s too easy for brands to walk away. If you don’t want them for a full engagement yet, hire them as a consultant. You’ll get high-level thoughts you can use, and you can end it quickly if it’s not a fit. Highlighting the Hurt – If we had a gym where 30-50% of the people were seriously injured, we’d notice. Shira founded Creators 4 Mental Health because studies show that social media is clearly hurting creators, yet they lack protections and infrastructure. The organization’s landmark study found 1 in 10 creators reported suicidal thoughts (nearly twice the average adult rate in the U.S.), and 9 in 10 lacked access to specialized mental health care. The lynchpin of the creator economy is fragile and, on its current path, not sustainable (62% of creators experience burnout). Just like podcasting has needed to install safeguards, the creators who underpin the creator economy need the same thing. The Creator Bill of Rights – Why does a bill of rights for creators matter to marketers? Because creators are a workforce. One with few protections and little leverage against their platforms or brand partners, but whose unique talents move hundreds of billions globally. Shira, Lisandra Vásquez, and Rep. Ro Khanna were the bill’s co-architects. Just like we’ve tried to bring transparency to brand safety to create stable podcast marketing, transparency and protection for creators benefits brands. Your favorite host who gives killer live reads is a creator. If you want them to create sustainably, their party of the economy needs to be formalized. For more insights from a powerhouse helping to organize the creator economy we all rely on, check out the full episode below.

How do you help 7500 co-workers be their most creative selves? Find out in the latest episode of Ad Infinitum. That’s right, the world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 4, Episode 2: “Rahul Sabnis: Guaranteed Human.” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes bona fide creative master Rahul Sabnis (President & Chief Creative Officer, iHeartMedia) for a WIDE-ranging conversation spanning: Picking a Side, Creativity for All, The Memory Test, and more. There’s even an Audiolytics breakdown of ads from Mint Mobile, Aura Frames, Toyota, and Amazon Prime. Let’s dig in… “A voice in the dark when you feel alone.”  – The purpose of radio, according to Rahul Sabnis (President & Chief Creative Officer, iHeartMedia) Creativity: More How than What – Rahul’s job at iHeart? To unlock the inner creativity of his 7500 co-workers. Creativity is not just how we make ads, but also how we find new solutions. So, next time you’re hitting a creative roadblock, try this: pay attention to your frustrations. That’s how Rahul moved from being stymied by weeks-long ideation to writing ads for Ryan Seacrest in 20 minutes. Marketers, if something feels wrong, imagine how it could be different. Whether it’s ads, campaigns, or literally anything: our inner creativity lights up with the magic words, “what if…?” The Guaranteed Human – What is the point of radio? It’s to make people feel less alone. It’s connecting outside algorithms. That connection is impossible, though, if listeners doubt the humanity behind the message. So, iHeart has a guaranteed human initiative for all of its radio stations. A bulwark against AI mistrust. It’s not just about celebrating human connection. The insight came directly from iHeart research that 90% of their customers want media from humans. Marketers, if a part of AI is bad for your customers, listen to them. This is one of the easiest, smartest stands you can take. The Memory Test – Marketers, take your ad, read it aloud, wait 5 minutes, then try to tell someone one thing about it. If you can’t do that, your ad’s probably stuffing 10lbs of copy in a 5lb bag. If you can remember one thing, make sure it’s the main thing. And start cutting to make that main thing shine. Your customers are already wading through AI slop on the daily. Don’t feed them “copy slop”, too. Let simplicity shine. Want more insights from two creative heavyweights at the top of their game? Tune in to the full episode below. Your Monthly ORBIT Report – May 2026 International Podcasting Isn’t One Opportunity. It’s 194, but we’ll start with 4. International podcasting is one of the biggest opportunities in audio. But it’s not one market, and treating it like one is the difference between a worldwide takeoff and never leaving the runway. We turned to ORBIT, our benchmark intelligence tool built on $1.8B+ in real campaign data across 500+ advertisers, to find out where budgets actually perform across four distinct markets: UK-English, Spanish, French, and German. “Stepping into the international podcast market takes courage, but it shouldn’t require a leap of faith.” – Steven Abraham (President – Intl., Oxford Road) Special shout-out to top-performers #3 How To Fail With Elizabeth Day, #2 F1: Beyond The Grid, and #1 Have A Word With Adam Rowe & Dan Nightingale. For Podcast advertisers ready for worldwide success, we’re showing them exactly where to go. Here are a few tips to start. Sport is universal. Individual sports aren’t. Internationally, sports mean football (the one where you use only your feet) and F1. Despite their best efforts, the NFL does not travel internationally… yet. But remember from our sports analysis that the racing season is much longer, so consider that a plus. Treat each market differently and reap the rewards. Within UK English, for example, conversational and cultural formats show an efficiency edge over sports. Each of the four markets has its own version of this story. For the complete May ORBIT Rankings and Insights, check out the full report below. And as always, if you need a well-traveled guide to lead the way, we’re happy to help. View the Full May 2026 ORBIT Rankings & Insights The Classifieds Don’t Get Red-Carded on Your International Buy Network: Acast / Monthly Downloads: 800k This week’s classifieds are keeping with ORBIT’s international theme, highlighting two shows quintessential to any global campaign. Many people are anxiously awaiting the 2026 World Cup, which also means they are trying to brush up on all things fútbol before the big event. That’s where our first offering comes into play, with host James Richardson turning his decades of experience into content that even the greenest rookie can understand. Whether he’s breaking down the latest match or discussing larger trends across the various leagues, Richardson helps turn complex and detailed subject matter into casual chatter that everyone can keep up with. He makes listeners feel like they’re a part of the conversation, even if they’re across an ocean or cheering for an opposing club. If you don’t want your international campaigns red-carded, click the link below. Get The Deal  The World Is Complicated, This Show Isn’t Network: Genuina Media / Monthly Downloads: 225k Not into sports? No problem. Fernando Arancón has built a devoted following by doing something deceptively simple: making world history and politics genuinely entertaining. He selects topics intentionally, weaving cultural relevance with the context that listeners need to form an informed opinion, all without losing their attention. His casual delivery has made staying up to speed feel less like homework and more like a conversation with your smartest friend. Wildly popular among Spanish-speaking audiences, this one is a natural fit for brands looking to reach engaged, globally minded listeners. Head to the link below to learn more. Get The Deal In Case You Missed It The Sun Never Sets on Podcast Growth Sounds Profitable’s 2026 UK Advertising Landscape Study shows that podcasting has moved well beyond “niche media” status, especially with younger audiences. Podcasting now reaches 60% of UK adults 18–34 monthly, pulling ahead of broadcast TV at 57%, while TV’s strength is increasingly concentrated among adults 55+. The study also highlights opportunities with the 35–54 demo, who are most likely to rank podcasting among their top ad-supported media platforms. Podcasting’s growth in the UK reinforces the global phenomenon of rising audio consumption. Marketers should be careful not to confuse consumer reach with buyable reach. More British 18–34’s may listen to podcasts than watch broadcast TV each month, but TV can still deliver broader reach more efficiently in your media buy. The real takeaway is that audio deserves a more serious role in reaching younger consumers in the UK market, where traditional video is losing ground. Read More Programmatic Gets You In, Host Reads Get You Remembered Advertiser Perceptions data, highlighted in a blog piece from Cumulus Media/Westwood One, shows programmatic audio buying has accelerated sharply, with 82% of agencies and advertisers now buying audio programmatically (up from 41% in 2022). Adoption is especially high among performance-focused campaigns. According to the WWO analysis, audio is moving closer to digital media buying norms. Programmatic audio is growing rapidly, but adoption still varies by format. According to eMarketer, about one-third of digital audio ad spending is traded programmatically. Podcasts are even lower at roughly 12%. More commoditized audio environments, such as streaming and, eventually, radio, are well-suited to programmatic buying. But the not-so-secret sauce of podcasting, and radio for that matter, still requires a more hands-on approach. We’re not saying direct buying is going away; it can just be complemented by programmatic. Read More Gen Z Has Changed the Channel Edison’s Q1 2026 Share of Ear data shows that younger consumers are the heaviest daily audio listeners, with persons 13–34 spending 4.5 hours per day with audio. While AM/FM still accounts for a meaningful share of ad-supported audio time among younger adults, the broader story is that the 13–34 demo is highly engaged with audio across formats, including digital and subscription-based listening environments. If you are young, were young, or know young people, it should not surprise you that audio listening is highest among younger audiences. Believe it or not, radio was once added to media schedules to reach younger consumers. What has changed is how younger audiences access audio. The behavior is still there, but it is now led by digital platforms, where ad exposure is more fragmented. Read More #SaveTheLiveReads These BFFs Just Made Bed Sheets Sound Like Therapy This week’s #STLR winner comes from long-distance besties and hosts of the Two Judgey Girls podcast as they discuss their love for Boll & Branch! Courtney opens with that universal love of coming home from vacation to your very own bed. She doesn’t rush to the product pitch, creating the perfect scenario for her listeners: the sheets piling, the corners popping off in the middle of the night, the pillows going flat, the bed somehow running too warm. By the time she gets to talking about Boll & Branch, the audience isn’t just hearing about a solution; they’re feeling relief. Her tone stays conversational and grounded throughout, never tipping into over-the-top enthusiasm. Instead, she lands on this genuine excitement that feels completely earned because she took the time to establish the contrast first. Her soft, warm delivery seals the deal, with an almost ASMR-like quality that makes you want to crawl into bed before the ad is even over. This ad is warm, perfectly paced, deeply personal, and the audio equivalent of sliding into cool, soft sheets at the end of a long day. Listen Here Contact us for a Consultation  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  

How do you help 7500 co-workers be their most creative selves? Find out in the latest episode of Ad Infinitum. That’s right, the world’s only podcast solely dedicated to audio ads is back! Presenting Ad Infinitum Season 4, Episode 2: “Rahul Sabnis: Guaranteed Human.” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes bona fide creative master Rahul Sabnis (President & Chief Creative Officer, iHeartMedia) for a WIDE-ranging conversation spanning: Picking a Side, Creativity for All, The Memory Test, and more. There’s even an Audiolytics breakdown of ads from Mint Mobile, Aura Frames, Toyota, and Amazon Prime. Let’s dig in… “A voice in the dark when you feel alone.”  – The purpose of radio, according to Rahul Sabnis (President & Chief Creative Officer, iHeartMedia) Creativity: More How than What – Rahul’s job at iHeart? To unlock the inner creativity of his 7500 co-workers. Creativity is not just how we make ads, but also how we find new solutions. So, next time you’re hitting a creative roadblock, try this: pay attention to your frustrations. That’s how Rahul moved from being stymied by weeks-long ideation to writing ads for Ryan Seacrest in 20 minutes. Marketers, if something feels wrong, imagine how it could be different. Whether it’s ads, campaigns, or literally anything: our inner creativity lights up with the magic words, “what if…?” The Guaranteed Human – What is the point of radio? It’s to make people feel less alone. It’s connecting outside algorithms. That connection is impossible, though, if listeners doubt the humanity behind the message. So, iHeart has a guaranteed human initiative for all of its radio stations. A bulwark against AI mistrust. It’s not just about celebrating human connection. The insight came directly from iHeart research that 90% of their customers want media from humans. Marketers, if a part of AI is bad for your customers, listen to them. This is one of the easiest, smartest stands you can take. The Memory Test – Marketers, take your ad, read it aloud, wait 5 minutes, then try to tell someone one thing about it. If you can’t do that, your ad’s probably stuffing 10lbs of copy in a 5lb bag. If you can remember one thing, make sure it’s the main thing. And start cutting to make that main thing shine. Your customers are already wading through AI slop on the daily. Don’t feed them “copy slop”, too. Let simplicity shine. Want more insights from two creative heavyweights at the top of their game? Tune in to the full episode below.

Who should you trust your ad money with? That’s easy. Who do your listeners trust? This week on The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) welcomes back Emmy, Murrow, and Webby Award-winning journalist Mosheh Oinounou (Founder & Host, Mo News) to discuss how he manages to keep his audience informed and entertained without sacrificing his morals or brand safety. Mo shares the story of how he transformed his legacy news career into a trusted, independent podcast with an audience of +1M strong. Even better, he does it all with integrity, not outrage or clickbait. In a shifting news landscape, marketers need mo’ creators like Mo. Join us as they talk: Leaving a Legacy, In Mo We Trust, and Journalistic FOMO. “[Brands] shouldn’t just be cutting checks to the organizations, podcasts, or creators that just have the largest number of views. They should be rewarding people who are actually contributing to responsible information and dialogue, and frankly, trying to preserve and maybe improve our democracy.” – Mosheh Oinounou (Founder & Host, Mo News) Leaving a Legacy – Mo isn’t the only journalist who has felt the pressure to transition away from traditional news media outlets. Brands and listeners are also leaving legacy news for new media like podcasts, which is a favored news medium for Gen Z. Should you follow their lead? If you’re buying legacy only, you’re missing out on the most trusted, most influential voices in the biz. But why pick one? If you can measure well and find good deals, keep a toe in each pond, so to speak. Just because something isn’t “enough” doesn’t mean it’s not valuable. In Mo We Trust – Consumers only buy from creators they trust. What makes a trusted creator? Ones like Mo, who prioritize integrity over algorithmic growth. He fact-checks, responds to comments and DMs, and best of all, owns up when he’s made a mistake. Rage-bait and riding trends deliver short-term gains but don’t build long-term trust. Sticking to values and protecting listeners unlocks bigger long-term gains. Look for partners who play the long game, and you’ll win together. Get Journalistic FOMO – Here’s the issue: brands can count on journalists like Mo, but the inverse isn’t always true. ORBIT shows the news genre is in the top 15% of all podcast genres for performance, and nothing beats it for scale. Yet brands still struggle to put their faith in creators like Mo, even when there is evidence that they are doing all of the right things. To beat the ad-sales roller coaster, Mo relies on ad-free subscribers. Marketers, we need great journalists, and we need to support them when we find them. It’s good for democracy and your ROI. The easiest of all win-wins. If you don’t support them now, they won’t stick around, or could go ad-free. It’s time to commit, before it’s too late. If you want to learn how Mo builds trust while keeping brand safety top of mind, listen to the full episode at the link below. The Classifieds Venturing Into the Void with Some New Friends Network: Moonbeam Media / Monthly Downloads: 500k Our world is inherently political, whether we’re discussing the rising cost of goods/services or a celebrity’s PR nightmare. Matt Bernstein thrives, sitting at the intersection of culture and critique, using his platform to discuss high-level insights on seemingly low-level internet chatter. This year, the podcast has increased its publishing frequency and invited a pantheon of well-versed guests, from the likes of journalist Kat Tenbarge to political streamer Caroline Kwan, and TV host Krystal Ball. These conversations often divert us into worlds we don’t want to visit ourselves, with influencers we may not have heard of, to make the journey feel less intimidating. Longtime sponsors of the podcast often include high-end DTC brands and female-skewed tech-related B2Bs. This is a recommended opportunity for Gen Z-skewing advertisers with a left-leaning consumer base. When life gives you lemons, grab some vodka for a lemon drop martini and get ready to gab away with your internet besties. You can reserve your seat via the link below. Get The Deal This Alien Invasion Comes with Wheels and Laughter Network: Backyard Ventures / Monthly Downloads: 50k Sam Tripoli has been building a podcasting empire, brick by brick, for years, and with his eighth new podcast from Backyard Ventures, his kingdom has yet another banger of a comedy podcast. Tripoli has a storied career as a stand-up comedian and conspiracy theorist, two things that have long appealed to an older, open-minded male audience. Like the title suggests, each week Tripoli and co-host Midnight Mike sit down at the Wheel of Doom and spin continually to find videos from all corners of the internet. Topics include conspiracy theories, tales of UFO sightings, random rants about the internet, and so much more. Viewers and listeners alike are along for the ride, and it’s no surprise that advertisers have found early success with Q1 performance. This is highly recommended for anyone interested in efficient comedy opportunities or looking for similar offerings to their core YouTube buys. If you’re ready to see what lies beyond, zap yourself up via the link below. Get The Deal In Case You Missed It Amazon Leans In To Their Original Business To Recoup Podcast Losses TechCrunch is talking about an NYT report on Amazon’s restructured podcast business that points out how the giant plans on recovering from recent losses. Wondery lost 100+ jobs in August 2025, their audio-only podcasts moved under Audible, and a new Creator Services division now manages on-camera talent. Amazon’s strategy has shifted to integrate commerce directly with content, exemplified by the New Heights’ Kelce Clubhouse. This single storefront consolidates product recommendations, documentaries, and merchandise sales. We often assume tech giants can transfer success into any adjacent category simply because they are already successful, but podcasting is not commerce or cloud infrastructure. Big creator deals were never likely to pay back through ads alone. “Monetize everything” is closer to Amazon’s strengths, but they’re going to have to sell a lot of merch to recoup their hundreds of millions in podcast investments. Read More Branded Integrations Are on the Rise, Both Here and Abroad Fresh Air founder Neil Cowling is discussing with IPA how podcasting has crossed into its commercial era. Natural selection has produced a powerful tier of premium publishers, while measurement tools like Podscribe and Magellan AI now enable KPI alignment with other media, and video integration has made podcasting a multi-touchpoint brand vehicle. He cites a Waitrose-branded podcast moving brand metrics and a Cartier/NYT Modern Love campaign as proof that premium contextual integration outperforms standard ad placements. Podcasting’s commercial maturity is spreading beyond the U.S. That matters for global marketers who want a consistent audio strategy across markets. The U.S. podcast market has had a head start, but as this article points out, it is only a matter of time before international markets catch up. Don’t wait to get in on the trend, though, or you’ll be fighting with other brands for the same attention. Read More SQAD Brings Their Industry Standard-Setting Tools To Podcasts & CTV Guideline is expanding its SQADCosts Local platform — which has long been the standard CPM benchmarking reference for local linear TV and radio buys — to include geo-targeted CPMs for digital audio and podcasts across 60+ top U.S. publishers, using the same framework buyers already rely on. The extension normalizes CPMs, ad lengths, and content types across publishers, uses a directly comparable baseline for targeting, and adds CTV benchmarks alongside audio. If you’ve bought local radio or TV, you may be familiar with SQAD as a cost source. Those same guidelines are now being extended to CTV, streaming audio, and podcasts, giving marketers a useful new pricing reference. Read More #SaveTheLiveReads These Tecovas Boots Are Circling Back To a Country Two Step Dillon Cheverere, Dave Ruff, and part-time former co-host Will deFries on the Circling Back podcast are making plans and looking great, thanks to Tecovas. After some killer intro sound effects that make you want to two-step, these guys launch into their love for Tecovas like it’s a hangout over a cold one. Their natural, almost throwaway delivery is exactly what makes it work. They’re not selling boots. They’re just hyping up the weekend in Tecovas like they’re about to ride off into the sunset. The back-and-forth about a pair of sharp black Cartwrights turns the ad into two guys hyping each other up in front of a closet, and somehow you want in. Product details sneak in perfectly, with just enough dramatic flair on the word “meticulous” to make you actually laugh out loud. Clean 10% off offer, easy URL, and suddenly buying cowboy boots feels like the most logical decision you’ve made all week. Point your toes west via the link below. Listen Here Contact us for a Consultation  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

Who should you trust your ad money with? That’s easy. Who do your listeners trust? This week on The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) welcomes back Emmy, Murrow, and Webby Award-winning journalist Mosheh Oinounou (Founder & Host, Mo News) to discuss how he manages to keep his audience informed and entertained without sacrificing his morals or brand safety. Mo shares the story of how he transformed his legacy news career into a trusted, independent podcast with an audience of +1M strong. Even better, he does it all with integrity, not outrage or clickbait. In a shifting news landscape, marketers need mo’ creators like Mo. Join us as they talk: Leaving a Legacy, In Mo We Trust, and Journalistic FOMO. “[Brands] shouldn’t just be cutting checks to the organizations, podcasts, or creators that just have the largest number of views. They should be rewarding people who are actually contributing to responsible information and dialogue, and frankly, trying to preserve and maybe improve our democracy.” – Mosheh Oinounou (Founder & Host, Mo News) Leaving a Legacy – Mo isn’t the only journalist who has felt the pressure to transition away from traditional news media outlets. Brands and listeners are also leaving legacy news for new media like podcasts, which is a favored news medium for Gen Z. Should you follow their lead? If you’re buying legacy only, you’re missing out on the most trusted, most influential voices in the biz. But why pick one? If you can measure well and find good deals, keep a toe in each pond, so to speak. Just because something isn’t “enough” doesn’t mean it’s not valuable. In Mo We Trust – Consumers only buy from creators they trust. What makes a trusted creator? Ones like Mo, who prioritize integrity over algorithmic growth. He fact-checks, responds to comments and DMs, and best of all, owns up when he’s made a mistake. Rage-bait and riding trends deliver short-term gains but don’t build long-term trust. Sticking to values and protecting listeners unlocks bigger long-term gains. Look for partners who play the long game, and you’ll win together. Get Journalistic FOMO – Here’s the issue: brands can count on journalists like Mo, but the inverse isn’t always true. ORBIT shows the news genre is in the top 15% of all podcast genres for performance, and nothing beats it for scale. Yet brands still struggle to put their faith in creators like Mo, even when there is evidence that they are doing all of the right things. To beat the ad-sales roller coaster, Mo relies on ad-free subscribers. Marketers, we need great journalists, and we need to support them when we find them. It’s good for democracy and your ROI. The easiest of all win-wins. If you don’t support them now, they won’t stick around, or could go ad-free. It’s time to commit, before it’s too late. If you want to learn how Mo builds trust while keeping brand safety top of mind, listen to the full episode at the link below.

The way to thrive in an AI future? Be authentically human. This week on The Media Roundtable, you have a VIP ticket to SXSW 2026 for the iHeart x Oxford Road Luncheon, with a podcasting powerhouse who consistently sees over the horizon. Dan Granger (CEO & Founder, Oxford Road) chatted with Jason Calacanis (Angel Investor & Host, This Week in Startups & All-In), to break down the current state of podcasting and what’s next. What do they agree on? AI can’t outperform human connection. The team takes on: Conversations Over Impressions, Remember the Trough, The George Lucas Alley-Oop, and more. Let’s dig in. “In a world of unlimited impressions, what matters? It’s that authenticity and aligning yourself with the conversations that matter.” – Jason Calacanis (Angel Investor & Host, This Week in Startups & All-In) Conversations over Impressions – You can get your fill of impressions almost anywhere, but you should know you’re encouraging the conversation wherever you are investing your dollars. It’s a luxury to have so many shows to support; you can actually find some you believe in that can also be successful for your brand. And it’s more futureproof too. Jason believes there’s always a place for  “people who can create new things in the world.” Support the creators bringing new things into the world that align with your values. Their fans will support you too. The George Lucas Alley-Oop – You miss 100% of the moments you’re not present for. Skilled interviewers (like Jason, who studied Charlie Rose, Howard Stern, and Oprah) can sense when the moments audiences crave appear. That’s when they go off-script and discover something new. Stay on the old track, and you’re like the interviewer who asked George Lucas about merchandise, ignoring an alley-oop about Lucas’ life-changing car accident. Marketers: this is paramount for host-reads. Let the experts shape the moment for their audience; just find ways to support them. Remember the Trough – The most valuable journeys you take in life are often marred with a trough of strife somewhere along the way.  Expecting that dip means you’ll be more prepared to stick it out. This advice applies to Y-Combinator, Tim Ferriss studying Mandarin, and Jason learning to play pickleball with his daughter. In an AI future, many tasks could be easier. The things that are still hard will be valuable, and will need practiced resilience to succeed. See the future in Jason’s crystal ball by tuning in to the full episode below The Classifieds Convicted and Cleared for Takeoff Network: Impressions.fm / Monthly Downloads: 500k Are you bold? Are you brash? Do you like to fly high and live fancy free? Barry Oberholzer can be described as just that, and in his wild podcast from Impressions.fm, he’s more than happy to show it. In one of the most unique, out there examples of audio’s potential, each episode of this opportunity is recorded within the confines of a Bell 505 Jet Ranger X helicopter. High above the steady traffic and numerous mountains of Los Angeles, Oberholzer and his guests talk about the difficulties they have faced, the experiences that shaped them, and the lessons they invariably learned. There’s an expert level of production that is highlighted by the video portion of this opportunity. Watch as Heidi Montag flies above the wreckage of her home in the Palisades, or as Allen Iverson grows nostalgic about his time in the NBA. This time, it is okay that this jailbird is taking flight. Check out his flight patterns via the link below. Get The Deal These Internet Best Friends Help Cure the Loneliness Epidemic Network: TMG Studios / Monthly Downloads: 145k Los Angeles is a city of transplants, but with its size and constant traffic, Angeleños rank among the loneliest US citizens. For hosts Tristan Watson and Channing Glenn, this was never an issue. Moving to the city from Alabama, these longtime best friends came to rely on and support one another throughout their lives. Now they’re bringing those good vibes to their podcast Not That Y’all Care, a weekly sit-down that involves light roasting, long tangents, general shenanigans, and a strong sense of community. For their loyal listeners, each episode is a welcome distraction from the world and an outlet for those who miss the deep friendships they might’ve left behind. Since joining TMG Studios last year, many female-skewing high-end DTC advertisers have seen success with the show’s hosts. If you actually do care, as you should, you will click below for additional details. Get The Deal In Case You Missed It YouTube Was Already an Audio Giant. Now It’s Accessible at Scale YouTube has long been a massive audio platform, but buying its inventory at scale wasn’t possible until now. SiriusXM Media struck a deal to become the exclusive ad rep for YouTube Main & Music audio ads, combining their audiences for a reach of 255M unique monthly listeners (90% of the U.S. audio market). Oxford Road has secured one of ten beta slots ahead of the June launch. Inventory includes :15 and :30 spots with targeting across audience cohorts, lifestyle segments, and genre-specific listeners. Measurement during the beta relies on Google’s Brand Lift, so no 3rd-party attribution yet. Marketers should expect new scale and reach through this partnership, with measurement limitations in the near term. Read More Netflix’s Podcast Audience is a Work in Progress Hernan Lopez’s Streamonomics analysis of Netflix’s Q1 2026 earnings finds Netflix is looking for its next growth curve beyond core streaming, with advertising, gaming, creator content, and podcasts all part of the conversation. Podcasts are getting attention because Netflix is a massive platform, but Samba TV estimates they represented just 0.5% of Netflix’s total U.S. TV viewing hours in Q1. That puts the opportunity in perspective: Netflix podcasts may become useful for talent, IP, and discovery, but they have not yet scaled enough for a reach play for marketers. Netflix adding podcasts sounds like a big deal because Netflix is big. But when Streamonomics estimates that podcasts represent just 0.5% of total viewing hours, that puts the opportunity into perspective. Marketers do not need to panic about missing out, at least not yet. Reminder: don’t confuse platform buzz with actual audience delivery. Read More Radio Ads Work. Now iHeart Wants to Actually Prove It iHeartMedia’s AudioGraph platform aims to make broadcast radio addressable and programmatically transactable — closing a gap where 70% of audio inventory sits outside automated buying systems, even as ~90% of ad dollars flow through programmatic. Currently in closed beta using the iHeartRadio app and TransUnion identity data, Chief Business Officer Lisa Coffey projects it will grow total programmatic audio inventory by 400%. AudioGraph is iHeart recognizing how media is bought today. With most media bought programmatically, traditional media has to adapt if it wants to compete for modern budgets. AudioGraph’s real value will come down to whether it makes radio easier to plan, target, optimize, and prove out inside a broader media mix. Read More #SaveTheLiveReads When the Ad Feels Like a Voice Memo From Your Best Friend Heather McMahan has absolutely cooked with this week’s #STLR on her podcast, Absolutely Not, with her tried and true testament to fasting with Prolon from L-Nutra! She kicks things off by calling out everyone listening with second careers, crazy workweeks, and weekends that somehow feel busier than weekdays. That instant “she gets me” feeling is exactly why this ad works so well. She runs through all the Prolon benefits–fat loss, glowing skin, cellular renewal, and muscle protection–but it doesn’t feel like she’s reading off a fact sheet. It feels like she’s texting you a voice memo about something she’s genuinely obsessed with. Then, she drops that she personally does the Prolon program twice a year, and honestly, that’s it; we’re sold. No “my partners at Prolon” energy here, just a real person telling you what actually works for her. She drives this read home with a quick, quirky joke about how fasting is biblical and good for the soul. It’s funny, AND she actually means it; somehow, it makes you trust her even more. Only she could pull that off. Wrapping it all up with a concise call to action and an easy-to-remember link, her audience is coming away with a story to remember and a brand to check out for themselves. Listen Here Contact us for a Consultation  OXFORd In The News A New Scorecard That Could Unlock Serious Podcast Ad Dollars Podcast News Daily‘s deep dive on Bumper‘s new audience verification tool anchored its argument in our What Brands Want 2025 finding: better measurement could unlock $1 billion in additional podcast ad spend. As the industry races to solve for trust, the data we surfaced continues to frame the conversation. Read More The More AI Takes Over, The More a Human Voice Is Worth Our Media Roundtable episode, “The Guaranteed Human in an Artificial World,” was featured in Podcast News Daily‘s coverage of the Oxford Road x iHeart Luncheon panel during SXSW. Featuring executives from iHeart Podcasts, Libsyn, Whole Foods, and GoodRx, the conversation landed on one clear theme: as automation increases content volume, trust and authenticity are becoming scarcer, and more valuable. Read More 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

The way to thrive in an AI future? Be authentically human. This week on The Media Roundtable, you have a VIP ticket to SXSW 2026 for the iHeart x Oxford Road Luncheon, with a podcasting powerhouse who consistently sees over the horizon. Dan Granger (CEO & Founder, Oxford Road) chatted with Jason Calacanis (Angel Investor & Host, This Week in Startups & All-In), to break down the current state of podcasting and what’s next. What do they agree on? AI can’t outperform human connection. The team takes on: Conversations Over Impressions, Remember the Trough, The George Lucas Alley-Oop, and more. Let’s dig in. “In a world of unlimited impressions, what matters? It’s that authenticity and aligning yourself with the conversations that matter.” – Jason Calacanis (Angel Investor & Host, This Week in Startups & All-In) Conversations over Impressions – You can get your fill of impressions almost anywhere, but you should know you’re encouraging the conversation wherever you are investing your dollars. It’s a luxury to have so many shows to support; you can actually find some you believe in that can also be successful for your brand. And it’s more futureproof too. Jason believes there’s always a place for  “people who can create new things in the world.” Support the creators bringing new things into the world that align with your values. Their fans will support you too. The George Lucas Alley-Oop – You miss 100% of the moments you’re not present for. Skilled interviewers (like Jason, who studied Charlie Rose, Howard Stern, and Oprah) can sense when the moments audiences crave appear. That’s when they go off-script and discover something new. Stay on the old track, and you’re like the interviewer who asked George Lucas about merchandise, ignoring an alley-oop about Lucas’ life-changing car accident. Marketers: this is paramount for host-reads. Let the experts shape the moment for their audience; just find ways to support them. Remember the Trough – The most valuable journeys you take in life are often marred with a trough of strife somewhere along the way.  Expecting that dip means you’ll be more prepared to stick it out. This advice applies to Y-Combinator, Tim Ferriss studying Mandarin, and Jason learning to play pickleball with his daughter. In an AI future, many tasks could be easier. The things that are still hard will be valuable, and will need practiced resilience to succeed. See the future in Jason’s crystal ball by tuning in to the full episode below

Can you lean into AI advancements without losing human connection? Find out on a new Media Roundtable. During SXSW, Will Pearson (President, iHeartPodcasts) hosted “The Guaranteed Human In An Artificial World.” Will took the stage with some of the sharpest thinkers in podcasting: Brendan Monaghan (CEO, Libsyn), Gladwell Mwangi (Paid Media Enablement Lead, Whole Foods Market), and Richard Case (VP, Growth Marketing, GoodRX). Join us as they cover: The Guaranteed Human, Finding your Center, AI-Augmented, and more. Let’s dig in. “There’s a ton more [AI content] being created, but at the end of the day, listeners can tell. And they place a high level of expectation on those creators to deliver an authentic experience.” – Brendan Monaghan (CEO, Libsyn) The Guaranteed Human  – Podcasting’s magic relies on human connection. A host really believes in a brand, so they endorse it, and listeners really want to buy it. If any part of that chain of trust is broken, it doesn’t work. AI can sound human, but we don’t trust it like a human. iHeart’s emphasis on human-voiced content reinforces the trust that underpins audio’s unique connection Find your Center – I tools are just that: tools. They can be great for accomplishing tasks, but they can’t tell you what’s important in the first place. If you want to succeed with AI tools (or without them), focus on what matters to you. For Brendan, that’s supporting creators. So Libsyn uses AI to automate workflow, surface audience insights, and optimize monetization. Marketers, to avoid AI burnout, go back to the source. Who are you trying to help? Then see if there are new tools to make it AI-Augmented, not AI-Generated – Creators are singular talents with unique voices in every sense of the word. Audiences are tuning in for real human expertise and experience. Any help that AI is providing to content can’t overshadow the human creating it. In Brendan’s words: “Listeners can tell.” The same goes for marketers. There is something unique about how you understand your brand and your customers. If you abdicate that unique vision for the same tools everyone has access to, your creative will be wholly indistinguishable, and you’ll have given up your advantage. For more insights from industry leaders working to use AI while staying human, check out the full chat here. The Classifieds These Tech Grandpas Have a Lot to Say Network: Backbeat Media / Monthly Downloads: 6k Tech news is filtered through many sources: the insider, the journalist, the academic, and the futurist are the most visible. What if you learned about new product updates and company news from three older geeks with an axe to grind? As hosts Jason DeFillippo, Brian Schulmeister, and Dave Bittner crack non-stop jokes, difficult-to-understand concepts suddenly feel coherent, and the absurdity of this world becomes that much more stark. Often described as “Tech’s Walk of Shame,” there is a heavy emphasis on roasting tech CEO’s failures from a consumer POV. Their ribald language often lends to long rants that feel akin to a comedy podcast while making a strong impact with an older male consumer demographic. For those looking for highly efficient offerings targeting lifelong learners interested in internet culture, this is highly recommended. There’s no possible user error in finding more info. It’s at the link below. Get The Deal Press Play on Your Health Network: Audacy / Monthly Downloads: 200k Tech is a non-stop industry, but when it comes to women’s health, we’re still very much at a standstill. Before 1993, women were rarely included in medical trials, and even today their levels of participation remain disparate with the US population. Dr. Mary Claire Haver knows this reality all too well as a board-certified OB/GYN and certified menopause practitioner with two decades of experience. In her weekly sit-down with fellow experts, Haver discusses the personalized strategies and infallible advice that serve her patients and listeners alike. For women with unanswered questions around brain fog, libido decreases, and longevity, this is a must-listen opportunity that has grown immensely since launching last year. For those in the health and wellness space, this is a key offering that yields a strong consumer base of self-improvement minded listeners. Feel free to pause your reading, click below, and learn more about this podcast. Get The Deal In Case You Missed It Oh Canada, How We Study Your Audio Trends Signal Hill Insights is launching Audio on the Move, a new subscription study designed to give the Canadian audio industry a holistic view of how consumers spend time across terrestrial and digital radio, streaming, podcasts, satellite, and emerging audio platforms. For marketers, the value here is finally getting a clearer picture of how audio channels work together, with highlights available for clients interested in the broader read. Edison’s Infinite Dial has provided a digital audio view of Canada, but the latest public report on Edison’s site appears to be from 2022. Signal Hill is widening the lens by bringing terrestrial into the mix, too. That matters for marketers who want a clearer view of the full audio marketplace. Ping us if you want highlights. We’ve got ‘em. Read More Gen Z Avoids the News Desks in Favor of Podcasts Reuters Institute’s Young People and the News report finds 18-24 year olds are more engaged with podcasts than older demographics, but not with news podcasts. Joe Rogan tops their “news podcast” list despite not fitting traditional definitions. 64% of 18-24s consume news daily vs. 87% of those 55+; only 35% are “very or extremely” interested in news. 51% of young people pay more attention to individual creators vs. 39% for traditional news brands. TikTok, Instagram, and YouTube now surpass Facebook as primary news discovery platforms, with direct publisher access at just 14%. Young audiences are not tuning out news; they are just redefining what counts as news and who gets to deliver it. For marketers and publishers alike, that is a reminder that trust increasingly sits with creators and personalities. Read More IAB Confirms Podcasting Is Still Growing The IAB/PwC 2025 Internet Advertising Revenue Report says digital audio ad spending reached a record $8.4 billion in 2025, up 10.2% year over year, with podcasting growing even faster at 17.6% to $2.9 billion. The report also notes that podcast revenue likely understates the category’s full size as video podcast consumption grows, while broader shifts toward programmatic buying, creator media, and performance accountability continue to reshape how audio is bought and measured. Digital audio’s continued growth is a good reminder that the medium is working, even in a shaky market. The bigger story is that as video expands and measurement expectations rise, podcasting is starting to blur into the broader digital video and creator economy. That creates opportunity, but it also means the market will get messier until measurement catches up. Read More #SaveTheLiveReads So Money Has “Found” Financial Clarity Farnoosh Torabi on her podcast, So Money, strikes a thoughtful and light-hearted stellar live read for Found. She opens with a relatable question that immediately draws in small business owners, prompting an honest moment of reflection about how in control their finances really feel. Her tone stays conversational and light as she walks through the common chaos of managing expenses, invoices, and taxes, making the pain points feel real and widely shared. Her transition into Found is seamless, presenting it as a clear, streamlined solution without overcomplicating the explanation. The standout moment is her personal example of running two podcasts with separate financial systems, adding credibility while also bringing in a touch of humor that keeps her read engaging. Throughout, she maintains a friendly, supportive tone that aligns well with her brand, making the recommendation feel trustworthy and practical. By the time she lands on the call to action, it comes across as a smart, helpful next step rather than a hard sell. Listen Here Contact us for a Consultation  OXFORd In The News ORBIT’s True Crime Report Refuses to Go Cold The ORBIT coverage keeps coming. Our Top 15 Performing True Crime Podcasts report has now been picked up by Sounds Profitable, Podnews, Podcast News Daily, Podcast Business Journal, Ads Of Brands, and Roastbrief. The consensus is hard to ignore: True Crime ranks in the top 20% of genres for ad efficiency, and most brands are still underinvesting by treating it as a single audience rather than the nuanced, high-performing genre it is. The data is ours. The press is talking. The question is whether your brand is in the conversation. Read More ORBIT Goes to Bat for Independent Podcasts Ben Robins of The Sound Insights Report built his latest piece around a single data point from ORBIT: 80% of the top 15 performing podcasts for advertisers are independent. Not network flagships. Not platform exclusives. Independent shows with loyal, niche audiences deliver outsized results. Robins uses our findings as the backbone of a broader argument that scale and effectiveness are not the same thing in podcasting, and are often in direct tension. The piece is a smart, well-sourced read, and the fact that ORBIT data is anchoring the conversation is exactly where we want to be. Read More Bill Burr’s Host-Reads Are So Good, They’re Pressing Vinyl Our November ranking of the Top 15 Performing Comedy Podcasts just got a real-world encore. Literally. Podnews reported that after Bill Burr landed the #1 spot for comedy podcasts among advertisers, his ad sales team at Impressions.fm celebrated the only way that felt right: by pressing his best host-read ads onto a vinyl record and shipping them to buyers. A sizzle reel for people who still own a turntable. Burr isn’t for every client, but for those who get it, the returns speak for themselves. After more than a decade perfecting his singular approach to podcast endorsements, it’s safe to say the bit has landed. We’re thrilled to see Bill get the recognition he so richly deserves. Read More 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

Can you lean into AI advancements without losing human connection? Find out on a new Media Roundtable. During SXSW, Will Pearson (President, iHeartPodcasts) hosted “The Guaranteed Human In An Artificial World.” Will took the stage with some of the sharpest thinkers in podcasting: Brendan Monaghan (CEO, Libsyn), Gladwell Mwangi (Paid Media Enablement Lead, Whole Foods Market), and Richard Case (VP, Growth Marketing, GoodRX). Join us as they cover: The Guaranteed Human, Finding your Center, AI-Augmented, and more. Let’s dig in. “There’s a ton more [AI content] being created, but at the end of the day, listeners can tell. And they place a high level of expectation on those creators to deliver an authentic experience.” – Brendan Monaghan (CEO, Libsyn) The Guaranteed Human  – Podcasting’s magic relies on human connection. A host really believes in a brand, so they endorse it, and listeners really want to buy it. If any part of that chain of trust is broken, it doesn’t work. AI can sound human, but we don’t trust it like a human. iHeart’s emphasis on human-voiced content reinforces the trust that underpins audio’s unique connection Find your Center – I tools are just that: tools. They can be great for accomplishing tasks, but they can’t tell you what’s important in the first place. If you want to succeed with AI tools (or without them), focus on what matters to you. For Brendan, that’s supporting creators. So Libsyn uses AI to automate workflow, surface audience insights, and optimize monetization. Marketers, to avoid AI burnout, go back to the source. Who are you trying to help? Then see if there are new tools to make it AI-Augmented, not AI-Generated – Creators are singular talents with unique voices in every sense of the word. Audiences are tuning in for real human expertise and experience. Any help that AI is providing to content can’t overshadow the human creating it. In Brendan’s words: “Listeners can tell.” The same goes for marketers. There is something unique about how you understand your brand and your customers. If you abdicate that unique vision for the same tools everyone has access to, your creative will be wholly indistinguishable, and you’ll have given up your advantage. For more insights from industry leaders working to use AI while staying human, check out the full chat here.

Creators may think they have an idea where AI is heading, but now they’re faced with a critical decision: when to lean in and when to run in the opposite direction. With constant changes and new reports of “AI brain fry,” it’s hard to get an accurate picture: does AI help creators or harm them? Is there a world in which there is a happy medium? This week’s Media Roundtable: Special Edition comes straight from the iHeart x Oxford Road Luncheon at SXSW 2026, “Less Noise, More Life: The Science of Thriving in an Artificial World.” Featuring Dan Granger (CEO & Founder, Oxford Road) as he hosts podcasting powerhouses Tim Ferriss (Entrepreneur & Host, The Tim Ferriss Show) and Dr. Laurie Santos (Psychologist & Host, The Happiness Lab) for an existential examination of AI. The panel breaks down when and how to use AI, and tackles the all-important question, “What the hell is going on?” Join them as they talk: Listener loyalty, screen fatigue, and the real cost of letting AI do your thinking. “The people who are going to convert the best right now would not consider themselves creators. They do not have extremely large audiences, but they have people who really, really trust them.” – Tim Ferriss (Entrepreneur & Host, The Tim Ferriss Show) AI Affects Creators & Their Bottom Line  – AI might grow your profit, but it’ll definitely burn you out. The proof? Laurie mentions a new study published in Harvard Business Review that found that, among all corporate roles, AI burned out marketing professionals the most. It requires more oversight and creates an information overload. Tim then drops a truth bomb: AI may accelerate work, but it also accelerates anxiety and depression. When you offload labor to AI, you might get “AI brain fry” AND miss out on work that is meaningful to you. Weigh the cost carefully. Your Listeners Trust YOU, Not ChatGPT – The internet is right: you need to go out and touch grass more often. Both Laurie and Tim are seeing trends regarding in-person connection. Why? Because consumers are on screens all day, every day. They crave real connection, and creators can leverage that by being authentic (read: clearly not AI). Tim also urges creators and marketers not to rely on the “algorithm gods.” He’s posted short videos with millions of views… but they’ve made zero impact on podcast downloads. Remember: the algorithm’s goal is to keep people on the platform, not to send them to your show. If you stay loyal to yourself, your listeners will stay loyal to you. Think Consistency, Not Change – What makes AI different from other technologies? How quickly it evolves. Tim explains that “even the programmers don’t fully know what an LLM is going to do” once it’s finalized. Let’s take the heat off creators and marketers: there’s not enough time for them to adapt to the continuous change, so instead, focus on consistency. Tim and his team use AI for repeatable, everyday tasks. They train LLMs as editors, use them for research, and test A/B ads. Tim has the right outlook: keep up with key skills like writing and strategy, and use AI to tee you up. Want the AI user guide for podcasts? Tune in at the link below. Your Monthly ORBIT Report April 2026 True Crime is One of Podcasting’s Biggest Genres, and One of the Most Misunderstood True Crime is the genre that started the podcasting boom, with podcasts like Serial leading the charge. But a lot has changed since 2014. To understand what’s driving performance in True Crime today, we used ORBIT (Oxford Road Benchmark Intelligence Tool). Special shout-out to top-performers #3 Crime, Conspiracy, Cults And Murder, #2 True Crime Obsessed, and #1 Cold Case Files. Turns out, while True Crime winners are frequent, they’re extremely varied, too. For marketers, where ad dollars are invested in True Crime and how they’re deployed make all the difference. For a closer look at succeeding in podcasting’s founding genre, we turned to ORBIT. True Crime isn’t a Monolith: True Crime might be one genre, but it’s comprised of many sub-formats. Companion, Investigative, Broadcast IP, and Dark Crossover all have a place in our top 15 list. If you’re testing one lane and calling it a day, you haven’t actually tested True Crime; you’ve tested a slice of it. Mind the Brand Safety Pricing Gap: True Crime has a reputation that raises brand safety flags for some advertisers. That caution increases for high-performing shows with paranormal or horror-adjacent tones. The irony: that same genre stigma suppresses competition and keeps rates down, despite highly engaged audiences. Brands, do your homework on the shows. If they meet your standards, you’re picking up high-performing inventory at a discount. When Marketers can see the genre clearly, True Crime can be a top-performer at scale. For the complete April ORBIT Rankings and Insights, check out the full report below. View April’s ORBIT Report Here The Classifieds She’s Eating Pinkberry and Enjoying Life Network: Dear Media / Monthly Downloads: 15k From the shores of Laguna Beach to the peaks of The Hills, Lo Bosworth has always struck a chord with those looking for a wholesome reality-TV role model. In her newest era as the CEO of Love Wellness and mom to a baby girl, Bosworth feels ready to share her life lessons. In the first episode of her premiere podcast with Dear Media, Bosworth produced an interesting before-and-after narrative, recording the first half pre-birth and the second half post-delivery. The show’s premise is to create a strong community, focused on acceptance and knowledge-sharing, and Bosworth does so by exploring the intimate details of her difficult pregnancy. This is a great opportunity for female-skewed DTCs that help new mothers, or for advertisers who perform well on Kids & Family content. Mother knows best, and this mother wants you to click below for more details. Get The Deal The Stars Say You Need to Test This Podcast Network: Moonbeam Media / Monthly Downloads: 15k In a big world full of unknown variables, astrology makes its followers feel grounded and part of something larger than themselves. It’s no wonder that its practice has grown in popularity and created a $3 billion industry. Podcasting has always been a perfect place for niche communities to take root and grow, so it’s no surprise that Amanda Steele found quick success in launching her newest offering with Moonbeam Media. Each week, Amanda uses astrology as a framework to discuss both real-life perspectives and the cosmic nuances. Whether she is looking at birth charts, reading tarot cards, or discussing spiritual journeys, Amanda takes these concepts seriously. This is geared towards a freethinking Gen Z audience who may also be interested in beauty, fashion, and self-improvement. Your horoscope says you’re going to test into this podcast, which you can find at the link below. Get The Deal In Case You Missed It The LatAm Sports Market Hasn’t Scored… Yet Despite futbol’s dominance across Latin America, sports podcasts have not broken through in the region the way they have in the U.S., with few titles reaching the top podcast charts in markets like Mexico, Brazil, and Argentina. This article points to three main reasons: a category centered on one sport, limited fantasy-sports behavior that would drive recurring listening, and a legacy-media model that has slowed creator-led growth. With the 2026 World Cup just around the corner, the piece argues that sports podcasting in the region may be nearing an inflection point. Given the popularity of futbol and podcasting individually across Latin America, you would expect sports to already be a top genre. It isn’t, which is a reminder that consumer behavior is not always as intuitive as it seems. With the 2026 World Cup approaching, that gap looks more like an opening: marketers have a chance to stake their claim before the category catches up. Read More Podcasts Are the New Daytime TV Adweek argues that streamers are leaning into podcasts and creator shows because they function like modern daytime TV, with their personality-driven programming that can fill hours of content without the cost of traditional television. Following Netflix, companies including Tubi, Roku, Amazon, and MS Now are pursuing similar strategies to attract younger viewers and compete more directly with YouTube. Credit to Hernan Lopez at Owl & Co. for spotting this early. Streamers are embracing podcasts largely as a daypart play: they bring built-in audiences, low production costs, and enough volume to fill programming shelves without Hollywood-level budgets. For marketers, that means podcast IP is increasingly becoming part of the CTV inventory mix, not just the audio plan. Read More The Daily Wire Opens New Doors for Advertisers The Daily Wire is expanding its podcast slate with five new shows across news, culture, entertainment, true crime, and lifestyle genres, broadening the company’s lineup beyond the political programming it is best known for. At the same time, it hired veteran audio sales executive Adam Gilbert as VP of Sales, signaling a more serious push to monetize that wider portfolio. In other words: The Daily Wire just became more buyable. For advertisers that have seen strong results from independent podcasts but avoided the company’s political content, this broader slate creates new ways in. It is also encouraging to see a publisher bet on fresh programming rather than just squeezing more value out of the same core franchise. Read More #SaveTheLiveReads Watch Your Package Go Long Gone with ShipStation Chris Black and Jason Stewart, hosts of the bi-coastal phenomenon the How Long Gone Podcast, pull out a chaotically charming live read for ShipStation, where two guys accidentally discover the logistics of shipping efficiency in real time. The whole thing kicks off with that classic “we’re busy, we don’t know what’s going on” energy, which somehow makes a shipping platform feel deeply relatable to the masses. Jason’s throwback to the old way of shipping, walking into “some place,” talking to “some guy,” and blindly agreeing to a price is hilarious and painfully accurate. What makes this read fun is how ShipStation gets framed as this behind-the-scenes friend who actually knows what’s going on, casually sorting through UPS, USPS, and FedEx like a logistics sommelier. There’s something very on-brand about turning “rate shopping and fulfillment” into “cutting your chaos in half so you can go do literally anything else.” Their tone stays loose and slightly absurd, but it still shows the value of saving time, saving money, and not having to guess your way through shipping anymore. By the time they drop the 60-day free trial, it feels less like a pitch and more like, “hey, stop doing it the hard way for no reason.” Listen Here Contact us for a Consultation  OXFORd In The News Data FINALLY Confirms Audio Isn’t Just for Awareness Little Black Book is spotlighting our recent Sound of Growth report, which finally puts numbers behind what we’ve long believed: audio doesn’t just build awareness—it drives action. Based on $400 million in cumulative audio spend over 30+ years of client data, the study found that audio drove an average of 18% of clients’ branded search volume, with heavy audio investors seeing that number climb to 40% or more. For marketers still treating audio as a top-of-funnel afterthought, the data has caught up. If you’re curious about how this applies to your campaigns, read the full report here. Read More 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  

Creators may think they have an idea where AI is heading, but now they’re faced with a critical decision: when to lean in and when to run in the opposite direction. With constant changes and new reports of “AI brain fry,” it’s hard to get an accurate picture: does AI help creators or harm them? Is there a world in which there is a happy medium? This week’s Media Roundtable: Special Edition comes straight from the iHeart x Oxford Road Luncheon at SXSW 2026, “Less Noise, More Life: The Science of Thriving in an Artificial World.” Featuring Dan Granger (CEO & Founder, Oxford Road) as he hosts podcasting powerhouses Tim Ferriss (Entrepreneur & Host, The Tim Ferriss Show) and Dr. Laurie Santos (Psychologist & Host, The Happiness Lab) for an existential examination of AI. The panel breaks down when and how to use AI, and tackles the all-important question, “What the hell is going on?” Join them as they talk: Listener loyalty, screen fatigue, and the real cost of letting AI do your thinking. “The people who are going to convert the best right now would not consider themselves creators. They do not have extremely large audiences, but they have people who really, really trust them.” – Tim Ferriss (Entrepreneur & Host, The Tim Ferriss Show) AI Affects Creators & Their Bottom Line  – AI might grow your profit, but it’ll definitely burn you out. The proof? Laurie mentions a new study published in Harvard Business Review that found that, among all corporate roles, AI burned out marketing professionals the most. It requires more oversight and creates an information overload. Tim then drops a truth bomb: AI may accelerate work, but it also accelerates anxiety and depression. When you offload labor to AI, you might get “AI brain fry” AND miss out on work that is meaningful to you. Weigh the cost carefully. Your Listeners Trust YOU, Not ChatGPT – The internet is right: you need to go out and touch grass more often. Both Laurie and Tim are seeing trends regarding in-person connection. Why? Because consumers are on screens all day, every day. They crave real connection, and creators can leverage that by being authentic (read: clearly not AI). Tim also urges creators and marketers not to rely on the “algorithm gods.” He’s posted short videos with millions of views… but they’ve made zero impact on podcast downloads. Remember: the algorithm’s goal is to keep people on the platform, not to send them to your show. If you stay loyal to yourself, your listeners will stay loyal to you. Think Consistency, Not Change – What makes AI different from other technologies? How quickly it evolves. Tim explains that “even the programmers don’t fully know what an LLM is going to do” once it’s finalized. Let’s take the heat off creators and marketers: there’s not enough time for them to adapt to the continuous change, so instead, focus on consistency. Tim and his team use AI for repeatable, everyday tasks. They train LLMs as editors, use them for research, and test A/B ads. Tim has the right outlook: keep up with key skills like writing and strategy, and use AI to tee you up. Want the AI user guide for podcasts? Tune in at the link below.

What do an e-commerce giant, an online therapy platform, and a shipping powerhouse all have in common? They all have the same secret weapon when it comes to podcast performance, and they’re spilling it on the new Media Roundtable: Special Edition. This week, we’re going back to Podcast Movement Evolutions at SXSW, where Miranda Romano (SVP, Media, Oxford Road) moderated a performance-unlocking panel, “The Power of Independence: Why Brands Are Betting on Independent Creators.” Sharing their indie wisdom was an all-star panel of brand leaders: Brynn Greenelsh (Audio Marketing, Auctane–Stamps.com & ShipStation) Jessica Williams (Global Brand Marketing & Partnerships, Shopify) Brittany Clevenger (Senior Director of Growth Marketing, BetterHelp) Join us as they cover: Becoming a Household Name, Unmatched Access, Ask An Expert, and more. Let’s dig in. “Get on the small shows, and it’ll be so worth it.” – Brittany Clevenger (Senior Director of Growth Marketing, BetterHelp) Household Names – Not every creator is a household name, but sponsoring them can turn your brand into one, and that just makes sense. The giant shows have countless sponsors, but for an indie show, you might be one of one.  That makes you the most important brand for the die-hard audiences that love the show. Our ORBIT data agrees: indie podcasts are 80% of our top 15 performing shows. When you show up for indie creators, the creators’ fans show up for you. Your All-Access Pass – When you place an ad on a giant show, hosted on a giant network, you’re not talking to the host. When you partner with an independent creator, it’s easier to hop on a call with them. You can spitball, workshop the creative to fit their voice, make the ad work for them and your brand. You don’t just have a host on autopilot reading copy points; they’re eager to make the ad land for their audience. Our panelists agree, unmatched host access unlocks unmatched performance. Here to Help – Independents offer amazing performance, but they might not have their processes buttoned up yet. To ensure success, Brittany recommends working with an agency (we swear we didn’t tell her to say it). Her point: there’s no need to do this work on your own. You can hit ROI heights with many brilliant indie shows, but to do it at scale, you need extra agency savvy and bandwidth. For more insights from brand leaders who understand the power of independent creators, check out the full chat via the links below: The Classifieds A Momfluencer Makes her Influencer Debut Network: Dead Center Talent LLC / Monthly Downloads: 30k Being a parent is hard, and it’s not getting any easier. It’s difficult for moms to trust outside perspectives and feel like their struggles are seen. Momfluencers have become a broader trend in the face of this uncertainty. Allisa Rose centers her content around her home, her husband, her child, her family, and her friends. In her vlogs she presents a bubbly visage, consistently showing the daily struggle of a working mother while engaging with her audience in a gracious and positive way. Whether she’s updating her son’s nursery, testing Costco products, or decorating for the holiday season, she always provides an honest perspective on how her life is going and what she’s doing to make the most of it. For female skew advertisers looking for a great spokesperson for their DTC products, this is a great channel to test in Q2. Don’t cry over spilled milk! Click below for more information. Get The Deal Thanks for Everything, Sal Saperstein Network: Studio71 / Monthly Downloads: 15k What do you get when every episode’s starting point is a trivia question, and what gets discussed after is so much more interesting? A hilarious mix between Jeopardy and an open mic night, that’s what. Comedian and show creator Ike Barinholtz hosts a weekly sit-down with equally funny people to test their knowledge, dive into their personal experiences, and showcase the deep bonds he’s made with his friends. He’s interviewed fellow show creator Mindy Kaling in the first episodes, whom he has worked with extensively since 2012, as well as Running Point star Kate Hudson. As Barinholtz has many comedy credits to his name (MadTV, The Studio, Eastbound and Down, etc.), there’s no telling how many amazing guests are on deck for future episodes. This is a superb opportunity for those looking for efficient comedy options that can lean into the creative element for personal endorsement. It’s funny that you ask for more details, because they can be found via the link below. Get The Deal In Case You Missed It The Creator Economy Is Getting Ready to Enter a Bull Market At YouTube’s NewFronts, Coach’s VP of Marketing Kimberley Wallengren and Unilever’s Chief Media Officer Ryu Yokoi both described shifting from one-off creator deals to long-term partnerships. Coach cited “meaningful lift in consideration” among Gen Z and “supercharged acquisition,” while Unilever framed its creator strategy around building emotional craving rather than functional messaging. YouTube’s Brian Gargan urged brands to scale creator content with AI-powered paid formats. eMarketer projects social creator marketing will reach $21 billion in spend in 2026. If major brands are only now shifting from one-off buys to longer-term commitments, that tells you the creator economy is still early in development, but showing signs of promise. Scalability and measurement are only going to improve, and when they do, even more dollars will follow. Read More The Media Hierarchy Enters a New Realm Podcast News Daily flagged that Comcast Advertising is now pitching television as an add-on to podcast campaigns. This rationale is spurred by its own study showing a 207% lift in consumer intent to seek more information when TV is paired with podcast ads, and 1.6x brand recall improvement, while also noting AI search summaries reduce brand recall by 23%. Oh, how times have changed. Audio, print, outdoor, and, yes, even digital were once complements to a TV schedule. Now Comcast, one of the largest television networks, is positioning TV as a complement to podcasts, and that is a pretty eye-opening signal of how the media landscape has evolved. Cross-channel halo effects are nothing new. TV may still be presented as the lead channel, yet the fact that podcasts are now central enough to shape the story is notable. Read More Read More Spotify Wants More Than Your Ears Spotify introduced swipeable carousel ads in the Now Playing view, giving brands a way to feature up to six products with images, links, and pricing. It also launched branded, 100% share-of-voice takeovers on flagship playlists such as Rap Caviar, Today’s Top Hits, and New Music Friday, with Priceline and GNC among the early pilots. Combined with new A/B testing and automated bidding tools in Ads Manager, this rollout reflects Spotify’s push to build a more full-funnel ad suite. If you are a DTC advertiser already active on Spotify, Carousel ads are a logical test. Playlist takeovers feel more useful for launches, tentpole moments, and promotional windows, assuming you can secure them early. None of this is groundbreaking, but it is encouraging to see Spotify expand its through-the-funnel options for marketers. Read More #SaveTheLiveReads This Housewife Gets Real About Function Health Taking center stage in this week’s #STLR is the co-host of the Humble Brag Podcast, Cynthia Bailey, with one of the most vulnerable and raw hooks we’ve ever had in our weekly highlights.  Starting off with a deeply personal story about her mother’s recent health struggles, Cynthia underscores the importance of family support and the ongoing effort it takes to care for loved ones. That’s where Function Health naturally comes in as she connects her experience to how the platform has helped her expand her knowledge and prioritize meaningful testing. What really elevates the read is her specificity, calling out particular health markers she’s paying attention to, which makes her testimony feel thoughtful, credible, and relatable. The balance between personal storytelling and brand messaging is perfection, never forced, just reinforced with a layer of scientific backing. Her tone stays gentle yet purposeful, carrying a quiet urgency that makes the message land without feeling heavy-handed. And by the time she closes with her call to action, it’s clear this “humble brag” is anything but. If you want to see how a great ad can be functional yet relatable, listen via the link below. Listen Here Contact us for a Consultation  OXFORd In The News Video Finds the Audience, Audio Wins Them Over Oxford Road‘s SVP of Media, Miranda Romano, is making waves with a new LinkedIn article that Sounds Profitable flagged for its readers. Her argument? The creator ecosystem is a marketing funnel—and the industry needs to start selling it like one. Short-form video drives discovery at the top, but long-form audio is where trust gets built and conversions actually happen. The data backs it up: Oxford Road’s research shows YouTube views are up to 25% less effective at driving purchases than pure audio downloads. The takeaway for publishers and sellers: stop treating video and audio impressions as interchangeable, because reach and resonance aren’t the same thing. Read More Downloads Don’t Drive Our Decisions, Results Do Oxford Road‘s Director of Podcast Media, Courtney O’Connor, joined the PodBiz podcast to break down how brands actually spend in podcasting—and why the old playbook doesn’t work. Podcast News Daily picked up the conversation, highlighting Oxford Road’s “matchmaking” approach that prioritizes creator-audience fit over download thresholds. As Courtney put it: “I personally have bought podcasts with 65 downloads.” The takeaway? Endorsed media built on trust is still the best engine, and connecting the right brand with the right creator is everything. Listen to the full episode here and read the coverage here. Read More 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  

What do an e-commerce giant, an online therapy platform, and a shipping powerhouse all have in common? They all have the same secret weapon when it comes to podcast performance, and they’re spilling it on the new Media Roundtable: Special Edition. This week, we’re going back to Podcast Movement Evolutions at SXSW, where Miranda Romano (SVP, Media, Oxford Road) moderated a performance-unlocking panel, “The Power of Independence: Why Brands Are Betting on Independent Creators.” Sharing their indie wisdom was an all-star panel of brand leaders: Brynn Greenelsh (Audio Marketing, Auctane–Stamps.com & ShipStation) Jessica Williams (Global Brand Marketing & Partnerships, Shopify) Brittany Clevenger (Senior Director of Growth Marketing, BetterHelp) Join us as they cover: Becoming a Household Name, Unmatched Access, Ask An Expert, and more. Let’s dig in. “Get on the small shows, and it’ll be so worth it.” – Brittany Clevenger (Senior Director of Growth Marketing, BetterHelp) Household Names – Not every creator is a household name, but sponsoring them can turn your brand into one, and that just makes sense. The giant shows have countless sponsors, but for an indie show, you might be one of one.  That makes you the most important brand for the die-hard audiences that love the show. Our ORBIT data agrees: indie podcasts are 80% of our top 15 performing shows. When you show up for indie creators, the creators’ fans show up for you. Your All-Access Pass – When you place an ad on a giant show, hosted on a giant network, you’re not talking to the host. When you partner with an independent creator, it’s easier to hop on a call with them. You can spitball, workshop the creative to fit their voice, make the ad work for them and your brand. You don’t just have a host on autopilot reading copy points; they’re eager to make the ad land for their audience. Our panelists agree, unmatched host access unlocks unmatched performance. Here to Help – Independents offer amazing performance, but they might not have their processes buttoned up yet. To ensure success, Brittany recommends working with an agency (we swear we didn’t tell her to say it). Her point: there’s no need to do this work on your own. You can hit ROI heights with many brilliant indie shows, but to do it at scale, you need extra agency savvy and bandwidth. For more insights from brand leaders who understand the power of independent creators, check out the full chat via the links below:

Independent creators have to find a way to succeed, often without a network to support them and a safety net to fall back on.. In fact, 80% of the ORBIT top-15 performing podcasts are indies. But what does it take to win on their own… and is it worth it? Find out in an all-new Media Roundtable: Special Edition. Direct from Podcast Movement Evolutions at SXSW, Dan Granger (CEO & Founder, Oxford Road) takes the stage with three of the hardest-working, most successful independent podcasters: Hala Taha (CEO & Founder, YAP Media, Host, Young and Profiting) and Brett and Jordy Meiselas (Co-founders, MeidasTouch Network, Hosts, The MeidasTouch Podcast). The panelists get real about the joys and struggles of podcasting without a net. Join them as they talk: Audience Trust, Loving Crunches, True Partnerships, and more. Let’s dig in. “The pro [of being independent] is that you have complete autonomy over your content and everything that happens, whether it’s a success or a failure, falls on you. The con is the same exact thing.” – Brett Meiselas (Co-founder, MeidasTouch Network, Host, The MeidasTouch Podcast) Audience First – Indie podcasters don’t have guarantees from networks, they just have the trust of their audience. If they betray that trust, they don’t have a show. So, every choice our creators make has to protect that audience and their trust. While that can sound like a heavy burden, it actually clarifies the work. Indie creators just have to ask how this will help their audience. If it doesn’t help, they have the power to say no. Start Doing Crunches – Jordy’s old boss said it best: Everybody wants a six pack. Nobody wants to do the crunches.” To excel as an indie creator, you have to be willing to do the crunches, even when it’s hard. That means getting in the weeds with your CPMs and talking to advertisers, relentlessly taking care of the audience and finding value for them, and constantly improving your ad reads. Marketers, if you find an indie creator who’s succeeding, you know they’ve been doing their crunches. True Partners – When you have a big network, it’s easier to make a quick buck, but for Hala and the Meiselas brothers, it pays to be selective with their brands. They only partner with advertisers they believe in, who have a strong audience fit, and who succeed on the show. As with most things indie, the effort is greater, but so is the reward. That’s how shows like Hala’s can punch above their weight in profitability and impact. For more honest insights from indies who are putting in the work and delivering for brands, you owe it to yourself to check out the full episode below. The Classifieds The Drama Bros are In, and the Tea is Hot Network: Up North Management Group / Monthly Downloads: 155k Entertainment can bring joy to a single person, but it doesn’t achieve pop-culture relevance until enough people want to talk about it. That nexus point is the home base for Aaron and Jo, a YouTube channel that reacts to trending TV, niche streaming content, and nostalgic kids films. Between their reactions to out-there moments is a consistent level of commentary and humor that is not to be missed. Since launching the channel, they have built a subscriber base of nearly 500k viewers and a consistent level of engagement per video that shows a fervent interest from a loyal audience. As the content consistently covers more female-skewing fare, their demo is made up of mostly Millennial women interested in reality TV and long-form video. You might not be here to make friends, but if you’re interested in a stunning new test, click below for more details. Get The Deal The Internet’s Favorite Vice Presidential Meme Finally Has a Podcast Network: E.A. Media / Monthly Downloads: 50k You know the meme: chubby cheeks, wild curls, a rosy-faced caricature of the VP riding a magic carpet and asking absolutely everyone if they said “thank you”. The internet built an entire alternate-universe version of JD Vance, and that universe now has a podcast. Aidan Delbis, the Bugonia actor so eerily similar to Big JD that casting him may be the greatest trolling in cinema history, hosts a weekly show in full form, covering gratitude etiquette, couch discourse, and why “pwease and tank you” should anchor all international diplomacy. The show is recorded, appropriately, from a couch,  and is downloadable in 47 countries. Inventory is available; you don’t even have to say thank you. Get The Deal In Case You Missed It Radio Measurement Expanding? It’s About Time Magellan AI launched a Broadcast Radio Attribution tool that integrates AM/FM radio into the same measurement workflow it already uses for channels such as podcasts, streaming audio, and CTV. Magellan AI joins Claritas and Podscribe in bringing more attribution options to radio, and that is long overdue. When three major audio measurement players all see value in solving the same problem, it becomes harder to treat radio like an unmeasurable, traditional channel. Read More Tech Startup Claims to Track the Untrackable Silicon Valley startup TrueView Analytics announced it has cracked attribution across the three channels that have confounded media buyers for years: YouTube embedded ads, Spotify’s baked-in ad products, and traditional broadcast radio. Their methodology, called Relational Convergence Mapping, cross-references longitudinal brand sentiment, declared audience intent, passive behavioral resonance, and predictive mood alignment indexing to determine true campaign impact. Each reporting cycle concludes with lead analysts placing both hands on the Predictive Consensus Node, allowing latent market signals to resolve into a unified cost per lead. Early results across beta partners have been promising. Oxford Road is currently vetting the platform for full integration, though onboarding has stalled pending a formal review of whether the required candles violate our building’s fire safety protocol. Read More AdsWizz Teaches Its DSPs to Read the Room Big news in the programmatic world: AdsWizz integrated Barometer’s episode-level suitability and contextual targeting across its platform and connected DSPs. The setup lets advertisers apply episode-level standards before bidding, using contextual and sentiment analysis instead of keyword blocking. AdsWizz says that it can reduce false positives and expand eligible inventory. Barometer’s move beyond keyword blocking to contextual and sentiment analysis is welcome news, especially with AdsWizz making it part of the platform instead of an extra layer. That makes brand suitability more useful to advertisers who either had to pay extra for brand safety or relied on manual methods. Read More #SaveTheLiveReads Chew on This Ruff Read, We Said What We Said The spotlight is on What We Said hosts Jaci Marie and Chelsey Jade this week for their stellar recommendation of Chewy, every pet parent’s favorite go-to delivery service. The read itself feels like you’ve been pulled into a group chat about dogs, tummy issues, and online shopping wins. They kick things off with an endearing hook about Sophie the Great Dane, then seamlessly weave in how Chewy fits into their real lives with auto-delivered food, supplements, and those inevitable random pet needs without it ever sounding forced. Their authenticity really shines through, especially in the small, off-hand moments about Lady eating something questionable and needing support. The range of products and services is naturally covered in the conversation, and the convenience factor of fast shipping and a seamless buying experience comes through clearly. What truly makes this read stand out is the gals’ tones: playful, a little chaotic, coming across very pet-parent confessional yet still grounded in real utility. By the time they deliver the offer, it feels like a no-brainer recommendation from people who genuinely rely on Chewy, not just a scripted brand deal. If you want to hear what this purrfect read sounds like, click the link below. Listen Here Contact us for a Consultation  OXFORd In The News Independent Podcasts Aren’t the Underdog, They’re the Top Performers Our latest ORBIT rankings on the Top 15 Performing Independent Podcasts landed across Podcast News Daily, Podcasting Today, Podnews, Sounds Profitable, Tropical Podcasting, and Podcast Business Journal, all anchoring on one headline stat: 80% of the top 15 performing podcasts are produced outside major networks. The data reinforces what we’ve been saying all along: independence isn’t a limitation, it’s a performance advantage. Check out the full ranker and insights here. Read More 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

Independent creators have to find a way to succeed, often without a network to support them and a safety net to fall back on.. In fact, 80% of the ORBIT top-15 performing podcasts are indies. But what does it take to win on their own… and is it worth it? Find out in an all-new Media Roundtable: Special Edition. Direct from Podcast Movement Evolutions at SXSW, Dan Granger (CEO & Founder, Oxford Road) takes the stage with three of the hardest-working, most successful independent podcasters: Hala Taha (CEO & Founder, YAP Media, Host, Young and Profiting) and Brett and Jordy Meiselas (Co-founders, MeidasTouch Network, Hosts, The MeidasTouch Podcast). The panelists get real about the joys and struggles of podcasting without a net. Join them as they talk: Audience Trust, Loving Crunches, True Partnerships, and more. Let’s dig in. “The pro [of being independent] is that you have complete autonomy over your content and everything that happens, whether it’s a success or a failure, falls on you. The con is the same exact thing.” – Brett Meiselas (Co-founder, MeidasTouch Network, Host, The MeidasTouch Podcast) Audience First – Indie podcasters don’t have guarantees from networks, they just have the trust of their audience. If they betray that trust, they don’t have a show. So, every choice our creators make has to protect that audience and their trust. While that can sound like a heavy burden, it actually clarifies the work. Indie creators just have to ask how this will help their audience. If it doesn’t help, they have the power to say no. Start Doing Crunches – Jordy’s old boss said it best: Everybody wants a six pack. Nobody wants to do the crunches.” To excel as an indie creator, you have to be willing to do the crunches, even when it’s hard. That means getting in the weeds with your CPMs and talking to advertisers, relentlessly taking care of the audience and finding value for them, and constantly improving your ad reads. Marketers, if you find an indie creator who’s succeeding, you know they’ve been doing their crunches. True Partners – When you have a big network, it’s easier to make a quick buck, but for Hala and the Meiselas brothers, it pays to be selective with their brands. They only partner with advertisers they believe in, who have a strong audience fit, and who succeed on the show. As with most things indie, the effort is greater, but so is the reward. That’s how shows like Hala’s can punch above their weight in profitability and impact. For more honest insights from indies who are putting in the work and delivering for brands, you owe it to yourself to check out the full episode below.

How does an audiophile thrive in the era of YouTube? How can two circles solve everything? Find out in the first video podcast of Ad Infinitum, featuring the legendary sonic sage Dallas Taylor! That’s right, the world’s only podcast solely dedicated to audio ads is back, now in video! Today, we present to you Ad Infinitum Season 4, Episode 1: “Two Circles: Dallas Taylor on Podcasting, YouTube, and Creative Identity.” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes award-winning sonic guide Dallas Taylor (Host, Twenty Thousand Hertz, and Founder, Defacto Sound) to Headgum Studios for a creative masterclass about achieving great work time and time again. Stew and Dallas talk: Why the Audience Comes Last, Two Circles, Going Off the Rails, and more. Let’s dig in… “ I’ve always been a sound designer. I’ve been somebody who wanted to craft and create and celebrate sound, then I use the tools around me to tell everybody about how cool this is. I don’t really have any emotional or identity in the tools. That’s why I don’t say I’m a podcaster.” – Dallas Taylor (Host, Twenty Thousand Hertz, and Founder Defacto Sound) “The Audience Comes Last” – This Rick Rubin quote brings clarity to all creative work, including for your brand. Take Dallas’s starting place for a project: who he is and what he cares about. If you want to make anything new, anything that will stand out (and marketers, yes, you do), you can’t start with what the audience is asking for. Instead, you need to start with your identity and passions. Then, when you’ve made something to the best of your abilities, see how the audience responds. Two Circles – 7 months ago, two circles made Dallas believe he’d have to shut down his decade-old podcast. The first was a small circle containing audio-podcast listeners who could love the distinctly sonic Twenty Thousand Hertz. The second, a multi-billion-person circle of TikTok, IG, and YouTube audiences, reachable only via video. But after a chat with Stew and sage James Ingrassia, Dallas saw that he could have both. He drew two new circles: Mindset (how to get on board with the shift) and Workflow (how to do the work). The result? Distinct video stories about audio that complement the podcast, a growing fanbase, and using the available tools to celebrate audio. Again, start with what matters to you and track the audience response. Go Off the Rails – How do you make great creative work? Build a trusted process… and be ready to abandon it when need be. At the mix stage of Pluribus, Dallas heard stories of Vince Gilligan asking for everyone’s opinions. He invited new elements that could challenge and disrupt what he believed. The lesson? Build a track, get derailed by the unexpected, then integrate the new pieces into your journey. (Kind of like how the best podcast ads come from ad libs, not copy points. #SaveTheLiveReads) Want more insights on unlocking creativity again and again from two champions of audio creativity? Tune in to the full episode here: The Classifieds This Rogue Indie is Your Perfect Campaign Companion Network: SiriusXM Media / Monthly Downloads: 500k This week’s Classified section is a tribute to some of our recent winners at the inaugural Indie PaC Awards. Our first winner has been featured three times already in our ORBIT rankings, which helped them solidify the ‘Highest Impact‘ award Sunday night. Tabletop Role-Playing games have been seeing a rise in popularity as of late, from video games like Baldur’s Gate 3 and Cyberpunk 2077 (yes, this game is based on a tabletop game of the same name) bringing the genre into the forefront of the industry, while movies like the Dungeons and Dragons: Honor Among Thieves brought the allure of dice-based campaigns to the silver screen. Before that, people like prominent voice actor Matt Mercer paved the way for D&D campaigns to become mainstream entertainment. He and his wife, fellow VO Marisha Ray, assembled their highly talented group of friends to gather around a table each week, cracking jokes and skulls along the way. They have spent the last 11 years cultivating a highly engaged and very supportive community, which has led to their show performing well for a variety of advertisers here at Oxford Road. If you’re looking for a critical success, roll that D20 via the link below. Read More Get The Deal These Startups Bring In Big Business Performance Network: The Launch Partnership / Monthly Downloads: 250k Our second winner of the week is so passionate about indie businesses that he not only has an entire show devoted to highlighting them, but also a network! Jason Calacanis, the host of This Week In Startups, and our winner for ‘Best Independent Business & Entrepreneurship’ podcast, loves startups. He has spent the last 16 years highlighting the best advice for those looking to take the business world by storm, even though they’re just starting out. He has also built his network, The Launch Partnership, to co-defy this mission, and the list of companies that they have sponsored on their road to success is truly astounding. Calacanis isn’t just talk; he has been a key part of brands like Uber and Calm through his work as an “angel investor.” His advice is worth millions, yet he willingly gives it away to anyone who will listen each week on his podcast. This show is great not only for brands looking to reach business-minded individuals, but also for those who find that their messaging relates well to self-starters and the highly motivated crowd. If you’re ready to add this surefire investment to your test plans, start by clicking the link below. Get The Deal In Case You Missed It Edison Dials to Infinity and Beyond for 2026 Insights Edison Research’s Infinite Dial 2026 shows that podcasting and online audio are continuing to move further into the mainstream. Monthly podcast reach climbed to 58% of Americans, 12+, weekly reach hit 45%, and 57% now say they both listen to and watch podcasts. In-car podcast usage continues to rise, and adults 55+ are helping drive the growth of online audio. The podcasting tent keeps getting bigger, which is good news for marketers, but it also means podcast planning is becoming more nuanced. Growth among the 55+ demo is a reminder that podcasting is no longer just a younger-skewing play, and that matters when older consumers often have more disposable income. Read More Podcasting Manages to Sustain a Year-Over-Year Bump A new FMR Associates/Eastlan Ratings survey suggests podcast listening did not fall back after the election cycle. Weekly podcast listening among adults 25–64 held at 40%, up sharply from 24% in 2024 and roughly in line with 2025 levels. The election bump for podcasting stuck. The other real takeaway from this survey is video: YouTube leads, as expected, but Instagram and TikTok are showing up next, even at just 10%, suggesting social platforms may be better positioned than Netflix or Spotify to win share of video podcast consumption. Read More Creator Spend Projected to Hit $21B eMarketer projects U.S. creator spend will reach $21 billion in 2026, nearly double 2022 levels, with nano and micro influencers accounting for about half of that spend. But the economics are getting tougher: distribution is becoming more expensive, organic reach is weakening, and marketers are increasingly relying on paid support to make creator-led content work. The creator economy is still growing, but it is increasingly looking like paid media. If podcasts are working for your brand, the broader creator economy is an obvious extension, especially for social-first audiences. Creator spend is already larger than audio combined, which tells you how big the opportunity has become. Read More #SaveTheLiveReads It’s Time to Amp Up Your Spring Decor with Wayfair This week’s #STLR is for anyone thinking about a Spring refresh but unsure where to start. Up and Adam!’s Adam Newell delivers a standout Wayfair read, opening with a forward-looking hook about upgrading your space for 2026 that immediately sets an aspirational yet approachable tone. He blends brand messaging with a personal glimpse into life with his husband, Jason, creating a vivid and inviting entry point into redecorating. The read keeps strong momentum, balancing humor, honesty, and utility. Key benefits like style, selection, budget flexibility, reviews, filters, and assembly services are woven in seamlessly, building cleanly to a compelling call to action. The result is a masterclass in host reads: engaging, relatable, and persuasive without feeling forced. If you are looking to elevate your own reads, this one is worth studying. Listen Here Contact us for a Consultation  OXFORd In The News The First-Ever Indie PaC Awards Just Crowned Independent Podcasting and Creator Media’s Best. See Who Took Home Hardware. We threw our first-ever awards show at SXSW, and Killer Mike hosted it. Yeah, that happened. The inaugural Indie PaC Awards celebrated the independent podcasters and creators who built this medium from scratch. No network, no safety net, just talent and an audience that showed up. Winners were chosen using our ORBIT performance data and an independent jury of industry heavyweights, so the hardware actually meant something. Steven Bartlett swept the night, taking home both ‘Best Independent Interview Show’ and ‘Independent Creator of the Year’ for The Diary of a CEO. Tim Ferriss earned the ‘Oxford Prize in Podcasting’ and used his moment on stage to recognize the other creators in the room who shaped his journey. Hala Taha spoke about betting on herself when nobody else would. The whole night was a reminder of why creator media hits differently. These aren’t anchors reading from a teleprompter. They’re people who built something real, and advertisers who get that are winning because of it. Year one is done. Year two is already on our minds. Full list of winners at indiepac.com. 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

How does an audiophile thrive in the era of YouTube? How can two circles solve everything? Find out in the first video podcast of Ad Infinitum, featuring the legendary sonic sage Dallas Taylor! That’s right, the world’s only podcast solely dedicated to audio ads is back, now in video! Today, we present to you Ad Infinitum Season 4, Episode 1: “Two Circles: Dallas Taylor on Podcasting, YouTube, and Creative Identity.” Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes award-winning sonic guide Dallas Taylor (Host, Twenty Thousand Hertz, and Founder, Defacto Sound) to Headgum Studios for a creative masterclass about achieving great work time and time again. Stew and Dallas talk: Why the Audience Comes Last, Two Circles, Going Off the Rails, and more. Let’s dig in… “ I’ve always been a sound designer. I’ve been somebody who wanted to craft and create and celebrate sound, then I use the tools around me to tell everybody about how cool this is. I don’t really have any emotional or identity in the tools. That’s why I don’t say I’m a podcaster.” – Dallas Taylor (Host, Twenty Thousand Hertz, and Founder Defacto Sound) “The Audience Comes Last” – This Rick Rubin quote brings clarity to all creative work, including for your brand. Take Dallas’s starting place for a project: who he is and what he cares about. If you want to make anything new, anything that will stand out (and marketers, yes, you do), you can’t start with what the audience is asking for. Instead, you need to start with your identity and passions. Then, when you’ve made something to the best of your abilities, see how the audience responds. Two Circles – 7 months ago, two circles made Dallas believe he’d have to shut down his decade-old podcast. The first was a small circle containing audio-podcast listeners who could love the distinctly sonic Twenty Thousand Hertz. The second, a multi-billion-person circle of TikTok, IG, and YouTube audiences, reachable only via video. But after a chat with Stew and sage James Ingrassia, Dallas saw that he could have both. He drew two new circles: Mindset (how to get on board with the shift) and Workflow (how to do the work). The result? Distinct video stories about audio that complement the podcast, a growing fanbase, and using the available tools to celebrate audio. Again, start with what matters to you and track the audience response. Go Off the Rails – How do you make great creative work? Build a trusted process… and be ready to abandon it when need be. At the mix stage of Pluribus, Dallas heard stories of Vince Gilligan asking for everyone’s opinions. He invited new elements that could challenge and disrupt what he believed. The lesson? Build a track, get derailed by the unexpected, then integrate the new pieces into your journey. (Kind of like how the best podcast ads come from ad libs, not copy points. #SaveTheLiveReads) Want more insights on unlocking creativity again and again from two champions of audio creativity? Tune in to the full episode here:

Podcasting began with a dream and a mic, but to reach the world, they often benefited from having someone in their corner, like this week’s guest. On a new Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts indie-creator advocate Brendan Monaghan (CEO, Libsyn, and Founder, Megaphone). Libsyn is also the founding sponsor of our Indie PaC Awards, which is an extension of their 20+ years of support for independent creators. Join Dan and Brendan as they cover: Indie Wins, Definitions, The Creator’s Voice, and more. Let’s dig in. “For us, it’s: how do we think about bringing revenue to [creators] and helping them fuel their dreams on the business side?” – Brendan Monaghan (CEO, Libsyn) Indies Hit Different – Whether brands realize it or not, they have a vested interest in supporting indie creators. Why? 80% of the top shows ranked by ORBIT are independents. Indies consistently punch above their weight in regard to ROI. Marketers, if you have an out-sized indie performer in your campaign, odds are you owe Libsyn a “thank you.” And if Indies aren’t a part of your strategy, you’re leaving performers on the table. The Definition of Independence – What makes a show independent? In part, it’s what they aren’t: no big network, no outside influence, no celebrity vehicles, no safety net. In other words, indies are creators where your support makes a vital difference. Podcasting is a fragile meritocracy where independent voices can only make an impact if they can distribute and monetize from day one. Then they’ll have a chance to find their audience. The Voice of the Creators – There’s one play you need to steal from Brendan’s business playbook. No matter the issue, he approaches it from the mindset of his core customer, the creators. Take AI: we have 10% improvement tools for creators (transcriptions), but where’s that improvement going to come from, and can you make that tool first? Marketers, bring the voice of your customers into your most important discussions and give them what they ask for. For more insights on independent creators and why they’re vital to marketers, check out the full episode below. The Classifieds They Make The Rules, So Get In Their Line-up Network: Audioboom / Monthly Downloads: 100k Of the 224 scripted series on TV and streaming last year, only 49 of the creators were women, and just 27 were BIPOC (Black, Indigenous, and People of Color). When Issa Rae created the iconic YouTube series Awkward Black Girl, and became the writer and star of HBO’s Insecure, she instantly cemented herself as a prominent cultural creative with a unique voice. Now, at the tenth anniversary of the show’s premiere, Rae and showrunner Prentice Penny are sitting down to view the long-term ripple effects that their show has created. Besides earning multiple Emmy and Golden Globe nominations, the show had a stunning influence on the industry at large, and the work itself calls for retrospection and candid critique. This simulcast opportunity premieres on 4/27, and will be produced by Rae’s production company HOORAE Media. If you’re not too insecure, click the link below for more information. Get The Deal This Business Baddie Makes Bank Network: Flight Studio / Monthly Downloads: 40k Flight Studio has been hard at work expanding its roster of shows, and with that investment comes a fresh new podcast from an intriguing source. Maggie Sellers Reum both invests in brands and has developed a brand of her own. She works as a coveted multi-hyphenate: investor (Allara, De Soi, Sydecar), entrepreneur, writer, influencer, and now, podcast host. This self-improvement and business-focused offering is perfect for those who want to get a little hotter, a little smarter, and a whole lot richer. Sellers Reum interviews a multitude of guests who can help you achieve those goals, and always frames dreams as attainable and worth the effort. For women looking to become their best selves, this podcast offers many informed opinions on topics ranging from life after divorce to social media beauty trends.  If you’re ready to get advice from one of the newest, brightest stars in the biz, click the link below. Get The Deal In Case You Missed It Small Slice, Big Signal: Podcasts Punch Above Their Spend Guideline’s latest Digital Audio Market report says digital audio remains under-monetized relative to usage, reaching 58% of U.S. adults while capturing just 2% of media dollars. In the U.S., podcasts drove 77% of digital audio ad revenue growth in 2025 despite accounting for just 31% of media spend. Guideline projects total U.S. digital audio ad spend will grow from $2.6 billion in 2025 to $2.9 billion in 2026, with podcasts rising to 35% of category spend. We know audio is under-invested relative to consumption,  but the bigger news here is podcasting’s growth in a soft market. That tells you marketers are investing in a channel that drives business impact. For brands with limited investment, this is a signal to get more aggressive. Read More Lights, Camera, Collective Bargaining: Video Podcasts Enter the Union Era As video podcasts expand onto streaming platforms, SAG-AFTRA is increasing its efforts to organize the space and define how those projects should be managed. The article points to Netflix’s The Pete Davidson Show signing a SAG-AFTRA podcast agreement, noting that the union already has two podcast contracts in place, and says it expects to expand coverage across more shows as video podcasts increasingly blur the line between podcasts and streaming shows. More structure and standards would be good for marketers. We suspect SAG-AFTRA will have the most influence at the top end of the market, where the biggest names already resemble traditional talent and might even already belong to the union. That likely means established creators get more expensive, while much of the broader creator economy remains too fragmented to organize in the same way. Read More Magellan Brings Podcast Measurement to the Locals Magellan AI has integrated Nielsen DMA data into its platform, giving advertisers a standardized way to measure podcast performance at the local market level. Buyers and sellers will be able to evaluate podcasts’ impact across Nielsen’s 210 markets and compare podcast results more directly with channels like linear TV and radio. Many marketers still see gaps in podcasting’s audience measurement. This partnership will help close part of that gap by giving advertisers visibility into delivery at the DMA level, which is especially valuable for brands that buy nationally but need to understand performance in their most important markets. Read More #SaveTheLiveReads No Need to Prolon(g) Your Health – Listen to Your Friend Tinx Lifestyle personality and content creator Tinx is this week’s stellar read after recommending Prolon on her show, It’s Me, Tinx. Tinx kicks things off by acknowledging the universal truth that long work weeks and chaotic weekends can leave anyone feeling like a slightly crumpled human, which makes the idea of a five-day reset so appealing. The way she explains Prolon is refreshingly simple: five boxes, five days, no planning, no chaos. Just open the box and trust the process. What really makes her read fun, though, is her personal storytelling. She’s been on the Prolon train since before her influencer era, which adds a little credibility flex without feeling braggy. Her tone stays light, self-aware, and conversational the whole time, like she’s sharing a wellness tip in a group chat rather than delivering a sales pitch. By the time she gets to the discount and bonus gift, it feels less like an ad and more like a friendly nudge toward a tiny five-day glow-up experiment! If you want to cleanse your ears with a great read, click on the link below. Listen Here Contact us for a Consultation  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

Podcasting began with a dream and a mic, but to reach the world, they often benefited from having someone in their corner, like this week’s guest. On a new Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts indie-creator advocate Brendan Monaghan (CEO, Libsyn, and Founder, Megaphone). Libsyn is also the founding sponsor of our Indie PaC Awards, which is an extension of their 20+ years of support for independent creators. Join Dan and Brendan as they cover: Indie Wins, Definitions, The Creator’s Voice, and more. Let’s dig in. “For us, it’s: how do we think about bringing revenue to [creators] and helping them fuel their dreams on the business side?” – Brendan Monaghan (CEO, Libsyn) Indies Hit Different – Whether brands realize it or not, they have a vested interest in supporting indie creators. Why? 80% of the top shows ranked by ORBIT are independents. Indies consistently punch above their weight in regard to ROI. Marketers, if you have an out-sized indie performer in your campaign, odds are you owe Libsyn a “thank you.” And if Indies aren’t a part of your strategy, you’re leaving performers on the table. The Definition of Independence – What makes a show independent? In part, it’s what they aren’t: no big network, no outside influence, no celebrity vehicles, no safety net. In other words, indies are creators where your support makes a vital difference. Podcasting is a fragile meritocracy where independent voices can only make an impact if they can distribute and monetize from day one. Then they’ll have a chance to find their audience. The Voice of the Creators – There’s one play you need to steal from Brendan’s business playbook. No matter the issue, he approaches it from the mindset of his core customer, the creators. Take AI: we have 10% improvement tools for creators (transcriptions), but where’s that improvement going to come from, and can you make that tool first? Marketers, bring the voice of your customers into your most important discussions and give them what they ask for. For more insights on independent creators and why they’re vital to marketers, check out the full episode below.

B2B marketers don’t have the luxury of choosing between building brands or boosting ROI, they need to do both. So how do you do it? You listen to this week’s special guest, who’s spent her entire career managing this delicate balancing act. On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts veteran CMO Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation). Laura’s been everywhere, including prime time with the NFL, where she learned brand-building, to CMO roles at podcast mainstays like LegalZoom and Constant Contact. Join Dan and Laura as they cover: The Numbers, B2B Storytime, The Arms Race, and more. Let’s dig in. “ I want you to feel great about our brands, and that you trust them, but I also want you to transact.” – Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation) Know Thy Numbers, Love Thy Tools – Laura has two key tips for CMOs. First: know your numbers well. Whatever’s most important for the business, get in the weeds and make sure you’re tracking it. Second, embrace the tools at your disposal. The tech stack is constantly improving, so it pays to get curious about what’s out there and see how it can drive your key metrics. (Steal Laura’s idea for a Shark Tank day where vendors pitch you new tools.) Why B2B loves Podcasts – B2B companies don’t always have a physical product, which makes podcast endorsements a dream format. Hosts can just tell customers a story that helps listeners feel what it’s like to use the product. Laura remembers the “a-ha moment” when she first heard an ad hoc story about using her product. That transformed the ad from a list of dry features to something organic, persuasive, and alive. B2B wins on podcasts because it gives listeners more time to feel the story. Stay out of the Arms Race – Sometimes you’re the biggest company, and you can press your advantage, but most companies can’t compete in every channel. That’s why you need to know your space and look for your strategic advantage. Get sharp with your public-facing hygiene (up-to-date Wikipedia & accurate Reddit moderation), since that will drive AI search results. Turns out forced scrappiness can be a blessing in disguise. For insights from a CMO who’s thrived in B2B through changing landscapes, check out the full episode below. The Classifieds This Hilarious Four-Leaf Clover Is Your Testing Good Luck Charm Network: Acast / Monthly Downloads: 30k March is a double header for heritage months, and our first classified is in celebration of Irish-American Heritage. Hosts Tommy Tiernan, broadcaster Hector Ó hEochagáin,and podcasting producer Laurita Blewitt are beloved figures in the Irish comedy scene. This seasonal offering often records at live shows, which creates an electric back and forth between these hilarious hosts and a highly receptive audience. Their style of humor is aligned with conversational bits that often involve wild stories, vivid recollections, and outlandish impressions. For those keyed into the Irish comedy scene, or who want to connect back to their homeland, this podcast has been consistently lauded as a comfort. Advertisers with broad international appeal have historically leaned into that messaging in creative reads, often with great success. The newest season has yet to premiere in 2026, so there’s still time to book your test today. If you’re ready to visit the Emerald Isle, click the link below. Get The Deal A YT Legend Dives Deep Into the Shadowy Side of Life Network: Red Seat Ventures / Monthly Downloads:  770k Our second classified opportunity is in celebration of Women’s History Month, and who better as a representative than legendary YouTuber Bailey Sarian. The morbid makeup queen has been a mainstay in the true crime ecosystem for half a decade. Sarian built a niche genre into two podcasts and a YouTube channel that boasts nearly 8 million subscribers. Bailey is universally praised for her high production value, thorough research, and makeup skills. Though her bread and butter is true crime, Dark History covers a broader spectrum of topics, including tales of the occult, scams, and historical atrocities. These episodes have a less constrained structure than her past content, allowing her to connect more easily with her fans while showcasing her ribald humor. This is recommended for those seeking top-tier opportunities in True Crime and History that are female-skewed or heavily video-driven. Creep down into the murky dark with us by clicking below for more information. Get The Deal In Case You Missed It Video Podcasts Are Growing. Apple Is Playing Catch-Up This week, we’re starting off with Coleman Insights look at Apple’s renewed push into video podcasts. Apple has supported video via RSS since 2005 but largely stopped promoting it. Today, 85% of consumers define podcasts as audio or video (up from 75% in 2023), and 77% say they switch between formats. That shift should be a tailwind, but Apple’s audience is aging: among 18–24s, Apple Podcasts usage falls to single digits. Apple is playing catch-up on video, and the move is smart in one important way: it sets Apple up to be more advertiser-friendly. But the article’s warning stands: YouTube has a multi-year lead in video (and it’s why Netflix, Spotify, Hulu, and Apple will struggle to catch them). The marketing implication in 2026 is straightforward: if video podcasts are on your plan, YouTube should be the centerpiece, with everything else treated as experimentation. Read More The Audio Strategy Gap That Marketers Still Haven’t Solved An EMARKETER survey commissioned by Amazon Ads finds 67% of marketers now include streaming audio and podcasts in their media mix. The top cited strength is incremental reach as their main motivation for choosing their media mix (52%). Marketers also see commerce potential: 25% believe consumers shop while listening, which skews performance. The biggest constraint on scaling spend remains ROI measurement (55%). Audio attribution has improved, but reliable measurement is still a challenge for marketers. This survey shows the gap is real. Marketers say the top reason to buy digital audio is incremental reach, but many still judge it like a pure performance channel. The move for 2026: use audio to extend reach and drive performance, and work with your partners to gain confidence in measurement. Read More Brand Lift Is the Incrementality Metric Marketers Need Signal Hill Insights looks at how brand lift studies measure incrementality by comparing exposed vs. control group reactions. In this case study: a YouTube podcast ad campaign for a home internet brand showed a 12-point lift in consideration (52% exposed vs. 40% control baseline). Even brands with high awareness (72% familiarity) can see demonstrable incremental lift in mid-funnel metrics. For marketers looking to improve audio measurement, add brand lift studies to your toolkit. They quantify incrementality by comparing exposed and control groups, which gives you proof of impact beyond clicks and last-touch attribution. Read More #SaveTheLiveReads Putting Acorns Away Early Doesn’t Have To Be Pedantic For this week’s stellar read, we’re spotlighting Dr. Mona Amin, host of The PedsDoc Talk Podcast. She opens her Acorns Early sponsorship with a quick story about her son’s crafting, immediately connecting with parents listening. The moment naturally leads into a conversation about teaching kids the value of money, making the brand feel like a real solution rather than a scripted insert. Dr. Amin highlights features like the chores tracker and savings goals through the lens of her own parenting, keeping the message simple, relatable, and sincere. It’s a strong reminder of the value of working with creators who truly understand their audience and know how to integrate a brand into the conversations listeners already trust them for. If you want to hear this thoughtful read in action, listen via the provided link. Listen Here Contact us for a Consultation  OXFORd In The News The Indie PAC Awards Get the Hollywood Reporter Treatment The Hollywood Reporter is talking about us… and we’re not mad about it. The inaugural Indie PaC Awards got its first major press hit ahead of our March 15 debut at Podcast Movement Evolutions during SXSW in Austin, TX. Independent podcasters and creators built this industry from scratch. Sunday, we celebrate them. Grab your spot here. Read More 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

B2B marketers don’t have the luxury of choosing between building brands or boosting ROI, they need to do both. So how do you do it? You listen to this week’s special guest, who’s spent her entire career managing this delicate balancing act. On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts veteran CMO Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation). Laura’s been everywhere, including prime time with the NFL, where she learned brand-building, to CMO roles at podcast mainstays like LegalZoom and Constant Contact. Join Dan and Laura as they cover: The Numbers, B2B Storytime, The Arms Race, and more. Let’s dig in. “ I want you to feel great about our brands, and that you trust them, but I also want you to transact.” – Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation) Know Thy Numbers, Love Thy Tools – Laura has two key tips for CMOs. First: know your numbers well. Whatever’s most important for the business, get in the weeds and make sure you’re tracking it. Second, embrace the tools at your disposal. The tech stack is constantly improving, so it pays to get curious about what’s out there and see how it can drive your key metrics. (Steal Laura’s idea for a Shark Tank day where vendors pitch you new tools.) Why B2B loves Podcasts – B2B companies don’t always have a physical product, which makes podcast endorsements a dream format. Hosts can just tell customers a story that helps listeners feel what it’s like to use the product. Laura remembers the “a-ha moment” when she first heard an ad hoc story about using her product. That transformed the ad from a list of dry features to something organic, persuasive, and alive. B2B wins on podcasts because it gives listeners more time to feel the story. Stay out of the Arms Race – Sometimes you’re the biggest company, and you can press your advantage, but most companies can’t compete in every channel. That’s why you need to know your space and look for your strategic advantage. Get sharp with your public-facing hygiene (up-to-date Wikipedia & accurate Reddit moderation), since that will drive AI search results. Turns out forced scrappiness can be a blessing in disguise. For insights from a CMO who’s thrived in B2B through changing landscapes, check out the full episode below.

This year, America celebrates its 250th birthday. Trust in institutions is at an all-time low. AI is landing like an alien invasion. Nobody knows what’s coming or who to trust. So, is the American idea still alive? Meritocracy, free speech, open exchange? It’s hard, but it’s alive in podcasting and creator media. The greatest canvas for the free and open exchange of ideas, with no gatekeepers, no FCC, no program directors deciding what can and cannot be said. That’s been the spirit of this medium for more than two decades. Pirate radio for the internet age. But as the money has flowed in, consolidation has followed. Networks bought up shows, platforms locked creators into exclusive contracts, and some shows now have 20 minutes of ads per hour. Some of us came from radio. We left for a reason. Now, we’re watching parts of this industry try to rebuild the thing we escaped from. So, we decided to do something about it. Today, we’re announcing the first-ever Independent Podcast and Creator Awards (Indie PaC), happening at SXSW in Austin on Sunday, March 15th. The ceremony will be hosted by Killer Mike, the Grammy-winning artist, entrepreneur, and advocate for creator ownership who has built his career on the same principles of independence the awards celebrate. There’s nobody better to host this. Libsyn (Liberated Syndication Inc.), a longtime champion of independent creators and the leading podcasting platform for both creators and advertisers, is serving as the founding sponsor. This is the only awards ceremony exclusively for independent creators. No corporate shows. No celebrity vehicles. No platform exclusives. Jury-voted awards judged by Ashley Flowers, James Cridland, Hernan Lopez, and Gladwell Mwangi. The ORBIT Influence Awards based on real performance data. Patron Awards for the brands investing most in independents. And The Oxford Prize in Podcasting for lifetime achievement. Nominees include Steven Bartlett, Theo Von, Lex Fridman, Tim Ferriss, Shawn Ryan, Kill Tony, and dozens more, plus breakthrough creators like Kendall Rae, CreepCast, Jomboy, and Hala Taha, who are all building real audiences from the ground up. When we look at our ORBIT rankings, built on over $1.6 billion in campaign data, the independents consistently win. They work harder, they care more, and they deliver better value. It’s the difference between going to a local restaurant where the owner is cooking the food and hitting a fast-food drive-thru. This is Year One. It’ll be a little gritty, but independent creators tore down the gates and proved you don’t need anyone’s permission to build an audience that trusts you. And the establishment is starting to take notice. Today, Caitlin Huston at The Hollywood Reporter broke the exclusive on the Indie PaC Awards, recognizing this movement and the creators who are driving it. In a year when the American Experiment feels like it’s fraying, this is where it’s working. This is the new town square. Sunday, March 15th. Sounds Profitable Stage at Skybox on 6th. Austin, TX. 4:30 PM. Full details are available at IndiePaC.com. Listen to the full announcement on The Media Roundtable below, and read The Hollywood Reporter’s exclusive coverage here. The Classifieds These Famous Friends Stop Getting Nice, and Start Getting Real Network: Nativ.ly / Monthly Downloads: 350k In the first two minutes of this brand-new podcast, rapper Lil Dicky, joined by his wife Kristin Batalucco and friend Benny Blanco, exclaims, “… in this new multi-media format. Notice how I’m not using the word podcast…it’s so much more than a podcast.” Though our founder, Dan Granger, would likely disagree, it’s not surprising that this intrepid creator wants to emphasize the groundbreaking nature of this entry. Through his music videos and TV show Dave, Lil Dicky has always distinguished himself as a creator and comedian. In this sit-down simulcast show, filmed with multiple cameras in his LA home, the hosts try to reestablish the idea of a hang sesh and enliven the medium through artistic editing and sight gags. Though the ad read will undoubtedly feature a creative and production value associated with brand dollars, the format’s flexibility also aligns closely with performance-based advertisers. You don’t have to “blow that bank” to get in on this amazing offer. It’s time to “$ave Dat Money” by clicking the link below. Get The Deal Lore No Longer, the Spotlight Is Here Network: Podcast Nation / Monthly Downloads: 800k Though Eleanor Neale is quite young (she’s only 27), she has already been crowned the queen of the UK YouTube True Crime scene. Since 2018, the redheaded Brit has been making long-form content on famous murder cases, unsettling topics, and deep dives into little-known lore.  Her channel and podcast have amassed millions of loyal followers who tune in each week to hear her clear-cut reporting on distinctly unsettling information, delivered in her signature straightforward manner. Her brand is closely aligned with a research-based approach with an earnest focus on victims’ rights. Her long-running podcast recently found a new home with Podcast Nation, which is offering placements in both new episode releases and the extensive back catalogue. Clients with an international consumer base are strongly recommended to test into this female-skewing offering. This might seem like a folktale, but you can discover the real value of this opportunity via the link below. Get The Deal In Case You Missed It TikTok Goes Long…Form TikTok continues its long-form podcasting push with “TikTok in the Mix,” a four-episode live series featuring artists who broke out on the platform. This comes on the heels of TikTok’s November 2025 partnership with iHeartMedia to launch the TikTok Podcast Network. If you think of TikTok as a place for short-form content, please pay close attention. TikTok is branching out into long-form content. Keep an eye on the platform for investing in independent creators and their fandoms to capture highly loyal audiences for branded content. Of course, wait until there’s a way to measure performance, because that should be an industry requisite for anyone entering into the space. Read More Stop Renting Fans – Start Joining Them The Drum’s roundup of 15+ agency leaders argues sports marketing is shifting from “renting attention” via logo placement to earning relevance inside fan communities. Tentpole sponsorships matter, but brands can make those investments work harder through social, creator partnerships, and always-on engagement. Emerging leagues and niche communities are efficient campaign add-ons where brands can participate more authentically and measure impact directly. Keep the NFL money where it is. Tentpole rights buy reach and legitimacy; sports radio, podcasts, and creator partnerships are complementary, delivering credible, always-on access to the fan’s daily routine. Shift a portion of the budget to extend the sponsorship into community participation between games, not just on game day. Read More You Don’t Want to Skip This Revelation In a recently released report, Bumper argues that podcast ad skipping is real, but routinely overstated when measured via surveys. Using episode retention histograms from Apple, Spotify, and YouTube, they quantify “ad retention” by comparing the audience present during an ad break vs. the audience that likely would have been absent, skipping. Across many client shows, they often see 90%+ ad retention. However, longer ad breaks correlate with more avoidance (publishers: please note). In conclusion, don’t default to “everyone skips”; it’s more nuanced than that: consumers don’t do what they say they do. They over-claim ad skipping in surveys. Plan on observed, measurable retention, not self-reported attitudes. Read More #SaveTheLiveReads The Professor’s Lesson On Attracting the Best Talent Is Indeed Perfection In this week’s entry, we get to see how Scott Galloway makes Indeed feel like an absolute essential tool for those who want to get serious about hiring. On his hit show, Prof G Markets, he speaks directly to his audience of founders and business decision-makers who understand that talent is leverage, and leverage drives growth. By spotlighting the 90% higher likelihood of making a hire with Indeed’s sponsored job feature, Scott anchors the message in performance and ROI, the language his audience respects. He cuts through the chaos of sorting through resumes and reframes hiring as a competitive advantage, not a chore. The $75 job credit lowers the barrier to entry for anyone interested, making it an easy, smart move for those ready to scale. In classic Galloway fashion, this feels less like an ad and more like sharp business advice: build the right team, win the market. His tone is also calm and soothing, fostering quiet trust in his recommendation that is neither forced nor inauthentic. If you want to hear how a pro gets things done, listen via the link below. Listen Here Contact us for a Consultation  OXFORd In The News For Sports, ORBIT Says Niche Is the New Major You read it here first, but our latest ORBIT rankings on the top-performing sports podcasts were featured in eMarketer, highlighting how niche categories are outpacing the major leagues in advertiser ROI. The coverage explores our findings that motorsports, participatory sports such as fantasy sports and golf, and even NFL off-season content are generating stronger results than traditional in-season programming. The takeaway for marketers? Passion beats popularity, and we have the data that backs it up. Read More 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

This year, America celebrates its 250th birthday. Trust in institutions is at an all-time low. AI is landing like an alien invasion. Nobody knows what’s coming or who to trust. So, is the American idea still alive? Meritocracy, free speech, open exchange? It’s hard, but it’s alive in podcasting and creator media. The greatest canvas for the free and open exchange of ideas, with no gatekeepers, no FCC, no program directors deciding what can and cannot be said. That’s been the spirit of this medium for more than two decades. Pirate radio for the internet age. But as the money has flowed in, consolidation has followed. Networks bought up shows, platforms locked creators into exclusive contracts, and some shows now have 20 minutes of ads per hour. Some of us came from radio. We left for a reason. Now, we’re watching parts of this industry try to rebuild the thing we escaped from. So, we decided to do something about it. Today, we’re announcing the first-ever Independent Podcast and Creator Awards (Indie PaC), happening at SXSW in Austin on Sunday, March 15th. The ceremony will be hosted by Killer Mike, the Grammy-winning artist, entrepreneur, and advocate for creator ownership who has built his career on the same principles of independence the awards celebrate. There’s nobody better to host this. Libsyn (Liberated Syndication Inc.), a longtime champion of independent creators and the leading podcasting platform for both creators and advertisers, is serving as the founding sponsor. This is the only awards ceremony exclusively for independent creators. No corporate shows. No celebrity vehicles. No platform exclusives. Jury-voted awards judged by Ashley Flowers, James Cridland, Hernan Lopez, and Gladwell Mwangi. The ORBIT Influence Awards based on real performance data. Patron Awards for the brands investing most in independents. And The Oxford Prize in Podcasting for lifetime achievement. Nominees include Steven Bartlett, Theo Von, Lex Fridman, Tim Ferriss, Shawn Ryan, Kill Tony, and dozens more, plus breakthrough creators like Kendall Rae, CreepCast, Jomboy, and Hala Taha, who are all building real audiences from the ground up. When we look at our ORBIT rankings, built on over $1.6 billion in campaign data, the independents consistently win. They work harder, they care more, and they deliver better value. It’s the difference between going to a local restaurant where the owner is cooking the food and hitting a fast-food drive-thru. This is Year One. It’ll be a little gritty, but independent creators tore down the gates and proved you don’t need anyone’s permission to build an audience that trusts you. And the establishment is starting to take notice. Today, Caitlin Huston at The Hollywood Reporter broke the exclusive on the Indie PaC Awards, recognizing this movement and the creators who are driving it. In a year when the American Experiment feels like it’s fraying, this is where it’s working. This is the new town square. Sunday, March 15th. Sounds Profitable Stage at Skybox on 6th. Austin, TX. 4:30 PM. Full details are available at IndiePaC.com. Listen to the full announcement on The Media Roundtable below, and read The Hollywood Reporter’s exclusive coverage here.

Lost in today’s media landscape? Or are you just curious as to how the industry got here? You need to go back to Marshall McLuhan, the grandfather of media literacy, and the grandfather of this week’s special guest. On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) and Giles Martin ( EVP,  Strategy, Oxford Road) welcome the legacy media guru Andrew McLuhan (Director & Founder, The McLuhan Institute). Andrew’s work continues the legacy of his grandfather (Marshall McLuhan) and father (Eric McLuhan). The McLuhan family’s work is enormously relevant to marketers: it’s all about the effect that media and technology have on people. When marketers decide which channels to use and how to craft & place their messages, they would do well to draw on McLuhan’s insights. Dan, Giles, and Andrew are talking: Early Media Literacy, The Media is The Message, and Hot vs. Cool. Let’s dig in. “Nobody loves being sold stuff, so you’re already at a disadvantage. But people do love creativity. If that’s not a license to have some fun, I don’t know what is.” – Andrew McLuhan (Director & Founder, The McLuhan Institute) Early Media Literacy – Over 80 years ago, Marshall McLuhan had a wild idea: take new approaches to understanding literature and apply them to media and technology. That was the birth of ‘media literacy’, and it still has much to teach us about why people behave the way they do. One takeaway: in the post-linear video-electric age, advertisers need to sell a ‘vibe’, not a product. The Media is still the Message – Marshall McLuhan coined the phrase “The Medium is the Message” in 1958, talking to radio broadcasters worried about TV. It could also apply to audio podcasters worried about video. The truth is, people interact with audio and video differently (more on that below), so each plays a different role. One doesn’t replace the other. Marketers should ask themselves: what effect am I trying to achieve, and which medium is the best for that effect? So Hot. So Cool – At the risk of having an Annie Hall moment, let’s talk about McLuhan’s theory of hot and cool media. Cool media (like audio podcasts) make you participate more actively in the media experience by mentally filling in gaps in information. The richer the information (adding in video), the hotter the media, and the more passive the audience becomes. When you want someone to act (like most performance advertisers), cool media can mean the audience is more attentive and engaged. This could help explain the audio podcasts’ boost in response. For insights drawing from early radio dramas to Hollywood goats, you owe it to yourself to check out the full episode below. Your Monthly ORBIT Report – Feb 2026 Niche Sports Grab the Gold February is overflowing with sports, with the Olympics and the “Big Game” dominating airwaves. That’s why we used ORBIT (Oxford Road Benchmark Intelligence Tool) to analyze the top-performing sports podcasts and networks. Turns out there are plenty of Moneyball opportunities year-round, including our top shows: #3 F1: Beyond The Grid, #2, 2 Pros And A Cup Of Joe, and #1 Locked On NHL. And special shoutout to our top networks, who have proven that their phenomenal sports content earns a spot in any roster: #3 The Athletic Media Company, #2 Harris Football, and #1 Good Karma Broadcasting. Just like managing a salary cap, smart decisions can set your campaign up for a championship run. Here to help you build a performance dynasty is ORBIT. A few key takeaways: Niches get Riches. Just fell in love with curling? You’re in good company. 67% of our top shows came from niche sports. And it makes sense. With a general NFL show, listeners spread out across the various teams. For niche shows, the community rallies around a single host, feels a greater affinity, and acts on host recs more often. Motorsports are in pole position. Motorsports are over 25% of our Top 15 shows. More importantly, they’re reliable. Unlike the short-lived spikes of the “Big Game” or March Madness, motorsports deliver sustained momentum over an 8-month season. Brands: You can stay top of mind for a deeply loyal fanbase for most of the year. Sounds like a checkered flag to us. For the complete February ORBIT Rankings and methodology, check out the full report here. The Classifieds Podcaster of all Trades, Master of None Network: Amplitude Media Partners / Monthly Downloads: 100k Seasonal podcasts are difficult to pitch: They’re often only producer-read, run for a limited amount of time, and there’s often zero previous performance to compare to. That said, countless direct-response advertisers have tested these opportunities with high success rates and often rebook when new seasons launch. Our first such show, produced by The Lever, is available for sale through Amplitude Media Partners. Investigative journalist and screenwriter David Sirota hosts this historic look at US politics and the factors that now shape our modern world. The narrative flow of the production is rooted in a wry humor that buoys its more unsavory elements. Advertisers who have found success on highly produced documentary-style offerings or in public radio are highly encouraged to test season 2, launching this March. You can request a plan by clicking below for more details. Get The Deal The Past Always Has a Way of Finding Us Again Network: Daylight Media / Monthly Downloads: 50k Our second opportunity is a well-established podcast that recently began its 10th season and 20th year of production. Nick van der Kolk is the show’s longtime host and frequent interviewer. Our main story revolves around a mythical figure in one of the most dangerous gangs in US history: the Aryan Brotherhood. Leader Michael Thompson is sitting in prison when he decides to change his life, redeem himself, and become an informant. From the perspective of two anonymous women, the series opens its multi-episode arc, setting the stage for a true story that never stops delivering malevolent twists. This is a highly produced podcast featuring a variety of past direct-response top performers across multiple categories. Those who are looking for self-improvement-minded young professionals are highly recommended to test out the season’s last several episodes. Don’t stay radio silent, turn in your information via the link below. Get The Deal In Case You Missed It From Daytime TV to Anytime Pods The Kelly Clarkson Show and Sherri cancellations fuel fears that video podcasts are displacing TV talk shows. Cable viewership is down 39% since 2021; podcast listening time is up 355% since 2015 to 773M hours/week. Talk show producers now compete with podcasts for guest bookings. WGA West is urging union organizing around YouTube/podcasts as “the future of television.” Talk shows aren’t dying because the format doesn’t work. They’re going extinct because podcasts and YouTube now do it better, with lower costs and fewer gatekeepers. The audience moved first, as it always does when content is compelling and easy to access. Advertisers now must adapt to this shift in consumer behavior. Read More She Listens. She Trusts. She Buys. A Katz Radio Group survey found that 70% of women 18+ consider podcasts trustworthy, approaching broadcast radio’s 83% trust level, as female podcast listenership reaches near parity with men. Edison data shows that 45% of U.S. women listen monthly (52% when video podcasts are included), totaling roughly 60 million women. Among those who have heard podcast ads, 75% report taking action, and nearly half say podcast advertising improves brand favorability, especially for brands supporting women-hosted shows. With women now at parity in podcast consumption and 75% taking action after hearing ads, they should be a priority in podcast planning. Lean into women-hosted shows in particular, where the trust multiplier is real, and brand alignment carries more weight. Read More Radio’s Future Is Here, But It’s Not in Charge Yet Radio’s digital business continues to expand, now accounting for 24.4% of total industry revenue ($2.3B in 2025) according to RAB/Borrell. Since 2022, digital revenue has grown at an 8.3% CAGR while core broadcast revenue has declined 2.2%. Digital may be where radio’s growth lies, but it’s not the core business yet. Roughly three-quarters of ad dollars and nearly 90% of listening still lives in broadcast. For marketers, terrestrial should remain the foundation of the plan, with digital as the complement. Read More #SaveTheLiveReads Boll & Branch Pampers with Warm Luxury There are two types of people in winter: those who survive it and those who turn their beds into luxury retreats to escape it, just like Margaret Ables and Amy Wilson on their podcast, What Fresh Hell: Laughing in the Face of Motherhood.  Amy and Margaret are warm, relaxed, and full of those “wait, same” moments that make listeners lean in. Their genuine love for the cozy season shines through as they rave about their buttery soft Boll & Branch sheets. Margaret’s confession about sleeping hotter every year adds that perfectly relatable touch. Instead of listing features, they naturally fold in the benefits like 100% organic cotton, breathable comfort, softer with every wash, so everything is filled with enthusiasm rather than a scripted response. This live read also smartly ties the product to winter coziness, making it timely and emotionally resonant, while the sensory language helps listeners imagine the upgrade in their own bedrooms. Add in social proof with the 30-night guarantee, and a clear discount offer, and you’ve got a message that builds trust and urgency at the same time. By the time they tell listeners to “get cozy,” it feels less like an ad and more like two friends convincing you to level up your sleep for the rest of the season and all year long. Listen Here Contact us for a Consultation  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

Lost in today’s media landscape? Or are you just curious as to how the industry got here? You need to go back to Marshall McLuhan, the grandfather of media literacy, and the grandfather of this week’s special guest. On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) and Giles Martin ( EVP,  Strategy, Oxford Road) welcome the legacy media guru Andrew McLuhan (Director & Founder, The McLuhan Institute). Andrew’s work continues the legacy of his grandfather (Marshall McLuhan) and father (Eric McLuhan). The McLuhan family’s work is enormously relevant to marketers: it’s all about the effect that media and technology have on people. When marketers decide which channels to use and how to craft & place their messages, they would do well to draw on McLuhan’s insights. Dan, Giles, and Andrew are talking: Early Media Literacy, The Media is The Message, and Hot vs. Cool. Let’s dig in. “Nobody loves being sold stuff, so you’re already at a disadvantage. But people do love creativity. If that’s not a license to have some fun, I don’t know what is.” – Andrew McLuhan (Director & Founder, The McLuhan Institute) Early Media Literacy – Over 80 years ago, Marshall McLuhan had a wild idea: take new approaches to understanding literature and apply them to media and technology. That was the birth of ‘media literacy’, and it still has much to teach us about why people behave the way they do. One takeaway: in the post-linear video-electric age, advertisers need to sell a ‘vibe’, not a product. The Media is still the Message – Marshall McLuhan coined the phrase “The Medium is the Message” in 1958, talking to radio broadcasters worried about TV. It could also apply to audio podcasters worried about video. The truth is, people interact with audio and video differently (more on that below), so each plays a different role. One doesn’t replace the other. Marketers should ask themselves: what effect am I trying to achieve, and which medium is the best for that effect? So Hot. So Cool – At the risk of having an Annie Hall moment, let’s talk about McLuhan’s theory of hot and cool media. Cool media (like audio podcasts) make you participate more actively in the media experience by mentally filling in gaps in information. The richer the information (adding in video), the hotter the media, and the more passive the audience becomes. When you want someone to act (like most performance advertisers), cool media can mean the audience is more attentive and engaged. This could help explain the audio podcasts’ boost in response. For insights drawing from early radio dramas to Hollywood goats, you owe it to yourself to check out the full episode below.

History has seen the rise of countless monarchies, but very few have the grit and determination to stand the test of time. No, we’re not talking about the newest Game of Thrones spin-off; this is a historical dive into the rise of audio, from the early days of radio to the explosion of podcasts and beyond. The world’s only podcast solely dedicated to audio ads is back with a one-of-a-kind episode that aims to change your understanding of the medium forever. Presenting the Ad Infinitum Season 3 finale, Episode 16: “The Royal and The Regent: The Audio Monarchy.” Hosted by Stew Redwine (Executive Creative Director, Oxford Road) and guided by the “esteemed bard” and guest producer Jeanna Isham (Owner, Dreamr Productions), this episode takes you on a journey back in time to explore the meteoric rise of the “Audio Monarchy.” Throw out your history books and put on your headphones. This unusual episode explores how audio has become so dominant and how the kingdom can thrive going forward. The narrative spans from early TV jingles to YouTube CTAs, anchoring itself in the Six Sonic Laws of Audio Advertising, established by His Royal Highness, “King Radio”: #1 Attention, #2 Trust, #3 Memory, #4 Proximity, #5 Monetization, and #6 The Covenant (the promise not to abuse the listener’s time and to respect their loyalty). To discuss the above, the “council” includes: • Chancellor of the Airwaves: Kraig T. Kitchin (Senior Strategic Advisor, Oxford Road) • Royal Historian: Cynthia Meyers (Professor Emerita, College of Mount Saint Vincent) • Noble Scribes: Tom Webster (Partner, Sounds Profitable) and Paul Riismandel (President, Signal Hill Insights) • Brave Troubadours: Arielle Nissenblatt (Founder, Earbuds Podcast Collective), Dallas Taylor (host, Twenty Thousand Hertz), and Shaun Michael Colón (Director, The Age of Audio) Hear ye, hear ye: This is a must-listen for anyone interested in the business of sound. Join the Royal Council of Audio and step into the context of the monarchy. “Prince Podcasting was born on the principles of abundance, not scarcity, and focused on purposeful communication, not time sold to brands.” – Jeanna Isham (Owner, Dreamr Productions) Obey Thy Covenant – Six sonic laws have powered the rise of audio, but marketers would do well to heed #6: The promise not to abuse the listeners’ time and to respect their loyalty. Radio lost share as ad loads increased, and podcasts risk the same future if they’re not careful. Marketers, you can help in two ways: 1. Don’t make hosts read boring ads. Instead, let them innovate. 2. Support networks with low ad loads. Do these, and you’ll preserve the audio kingdom for generations (and improve performance too). Who Owns Audio? – Early radio should be both a blueprint and a warning. Because the power of ownership isn’t static, early advertisers controlled content by sponsoring shows (think Kraft Music Hall). Power shifted to the broadcasters in the 50s, but as media choices expanded, it became clear: the true power is in the hands, and ears, of the audience. They can always leave. Podcasting, just like its hosts, must continually give its audience a reason to stay. The Grateful Pod – The birth of podcasts was fan-led, not corporate. The first RSS-published audio file was a Grateful Dead song circulated as a protest against George W. Bush’s inauguration. It was an intimate desire to connect, piggybacked by an unforeseen technological possibility. Podcasts thrive when they monetize sustainably while preserving their original, authentic human spirit. The Classifieds When the Going Gets Tough, The Tough Get Going Network: Young and Profiting Media / Monthly Downloads: 15k After Trent Shelton left the world of professional football in 2011, he pivoted his focus to helping others, centered around self-improvement and personal betterment. Shelton has written several books and founded the Christian-based nonprofit RehabTime, which prioritizes mental health. In his weekly podcast on Young and Profiting Media, Shelton delves deeper into complex, emotionally charged topics such as motivational tools, facing hard truths, and confidence building. There are many opportunities to work with the show, whether on the podcast itself or through Facebook or Instagram Reels, which have an impressive reach totaling in the millions. Recommended advertisers include those with a sizable female consumer base or those seeking self-improvement podcasts that target both spiritual and personal growth. Be the change you want to see in the world, and click the link below for additional details. Get The Deal Ballin’ Out With Two Legendary Women Network: AMP Sports / Monthly Downloads: 200k The term “360” is used frequently, but for advertisers unfamiliar with the market’s potential, it can be unclear where to start. That’s where we come in: two opportunities with the potential to be tested across social, video, or audio. Our first Classified this week comes from the WNBA, which returns in May to celebrate the league’s 30th anniversary. Two of the sport’s legendary players, Candace Parker and current Indiana Fever star Aliyah Boston sit down every week to discuss what’s on their minds. Whether they’re detailing their perspective on in-game strategy or discussing their day-to-day lives, this twosome radiates positivity and assured confidence. Both brand and performance advertisers have found success by testing this opportunity and have also benefited from leveraging the show’s video production and social handles. Don’t wait ‘til the clock runs out to test this champion of a show. Take your shot at the link below. Get The Deal In Case You Missed It Bad Bunny Isn’t Just a Halftime Show Choice. He’s a Strategy Bad Bunny headlining the Super Bowl halftime show wasn’t a random decision; it was a part of a strategic and carefully calculated campaign led by the NFL. NFL SVP Marissa Solis stated league growth is “mathematically impossible without Latinos,” citing 39M+ US Latino fans currently not being reached by the brand. Spanish-language Super Bowl broadcasts drew 1.9M viewers (+340% vs 2014’s first Spanish broadcast). The league’s “Por La Cultura” campaign positioned Bad Bunny as a strategic growth play. From a marketing perspective, Bad Bunny headlining makes total sense. The Hispanic segment represents roughly 20% of the US population, is growing, and skews younger than the national average. The NFL isn’t a cultural trend setter; it’s following demographics and making a smart growth calculation. Marketers should take note: if Hispanic audiences aren’t a deliberate part of your strategy, you’re limiting future growth potential. Read More Sports Podcasts Spike 358% After Games Spotify data shared with eMarketer shows sports podcast consumption surges 358% in the days following games and 172% above average in the lead-up, revealing a growing window of opportunity for advertisers beyond live viewing. Emarketer frames post-event conversations as potentially more effective than pre-game because fans are emotionally charged, seeking analysis, and primed for messaging tied to outcomes. This research is useful for any marketer with sports audio in their mix. As a complement to live sports, audio sees its highest engagement in the lead-up to games and immediately after. That pattern makes intuitive sense, and this data confirms how fans actually behave—using audio to get ready for the game and to process what just happened. Read More The Streaming Wars Continue: Here Comes Hulu Emarketer reports that Hulu’s licensing of the standalone video podcast “We’re Here to Help” escalates the streamer podcast arms race. Unlike companion pods (Only Murders, etc.), this mirrors YouTube’s video-first strategy. Netflix has already launched a Pete Davidson original and secured deals with iHeartMedia (15+ shows) and Spotify. Emarketer warns that the expansion introduces new fragmentation challenges for marketers. It was only a matter of time before Hulu followed YouTube, Netflix, and Amazon into video podcasts, and more CTV platforms will follow. What’s unclear is how this inventory will actually be sold and what measurements will be available. Marketers should expect short-term uncertainty, with performance measurement likely limited or nonexistent in the interim. Read More #SaveTheLiveReads AG1 for Parents: One Scoop, Zero Chaos Elise Hu helps parents juggle the chaos of raising kids and managing life with the help of AG1! Her podcast, Raising Us: A Parenting Podcast, delivers this live read to busy parents juggling packed schedules, carpools, and nonstop responsibilities, making AG1 feel like the easiest victory of the day. By boiling nutrition down to one scoop and 20 seconds of your time, Elise turns healthy habits into her quiet morning ritual before the kids wake up, painting AG1 as a calming anchor before the daily chaos begins. With delicious flavor callouts, smoothie options, and a focus on consistency over perfection, Elise makes AG1 feel like it naturally fits into family life. Add in the strong reviews, money-back guarantee, and generous limited-time offer, and the read lands as motivating, reassuring, and refreshingly doable exactly what makes it such a standout in audio history books! Listen Here Contact us for a Consultation  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

History has seen the rise of countless monarchies, but very few have the grit and determination to stand the test of time. No, we’re not talking about the newest Game of Thrones spin-off; this is a historical dive into the rise of audio, from the early days of radio to the explosion of podcasts and beyond. The world’s only podcast solely dedicated to audio ads is back with a one-of-a-kind episode that aims to change your understanding of the medium forever. Presenting the Ad Infinitum Season 3 finale, Episode 16: “The Royal and The Regent: The Audio Monarchy.” Hosted by Stew Redwine (Executive Creative Director, Oxford Road) and guided by the “esteemed bard” and guest producer Jeanna Isham (Owner, Dreamr Productions), this episode takes you on a journey back in time to explore the meteoric rise of the “Audio Monarchy.” Throw out your history books and put on your headphones. This unusual episode explores how audio has become so dominant and how the kingdom can thrive going forward. The narrative spans from early TV jingles to YouTube CTAs, anchoring itself in the Six Sonic Laws of Audio Advertising, established by His Royal Highness, “King Radio”: #1 Attention, #2 Trust, #3 Memory, #4 Proximity, #5 Monetization, and #6 The Covenant (the promise not to abuse the listener’s time and to respect their loyalty). To discuss the above, the “council” includes: • Chancellor of the Airwaves: Kraig T. Kitchin (Senior Strategic Advisor, Oxford Road) • Royal Historian: Cynthia Meyers (Professor Emerita, College of Mount Saint Vincent) • Noble Scribes: Tom Webster (Partner, Sounds Profitable) and Paul Riismandel (President, Signal Hill Insights) • Brave Troubadours: Arielle Nissenblatt (Founder, Earbuds Podcast Collective), Dallas Taylor (host, Twenty Thousand Hertz), and Shaun Michael Colón (Director, The Age of Audio) Hear ye, hear ye: This is a must-listen for anyone interested in the business of sound. Join the Royal Council of Audio and step into the context of the monarchy. “Prince Podcasting was born on the principles of abundance, not scarcity, and focused on purposeful communication, not time sold to brands.” – Jeanna Isham (Owner, Dreamr Productions) Obey Thy Covenant – Six sonic laws have powered the rise of audio, but marketers would do well to heed #6: The promise not to abuse the listeners’ time and to respect their loyalty. Radio lost share as ad loads increased, and podcasts risk the same future if they’re not careful. Marketers, you can help in two ways: 1. Don’t make hosts read boring ads. Instead, let them innovate. 2. Support networks with low ad loads. Do these, and you’ll preserve the audio kingdom for generations (and improve performance too). Who Owns Audio? – Early radio should be both a blueprint and a warning. Because the power of ownership isn’t static, early advertisers controlled content by sponsoring shows (think Kraft Music Hall). Power shifted to the broadcasters in the 50s, but as media choices expanded, it became clear: the true power is in the hands, and ears, of the audience. They can always leave. Podcasting, just like its hosts, must continually give its audience a reason to stay. The Grateful Pod – The birth of podcasts was fan-led, not corporate. The first RSS-published audio file was a Grateful Dead song circulated as a protest against George W. Bush’s inauguration. It was an intimate desire to connect, piggybacked by an unforeseen technological possibility. Podcasts thrive when they monetize sustainably while preserving their original, authentic human spirit.

Advertising always walks a fine line between building audience trust and breaking it. So, how does one find that ever-important line? That’s the question at the center of this week’s Media Roundtable: Industry Edition. Stew Redwine (Executive Creative Director, Oxford Road) is joined by our own experts Jillian Garner (Account Manager), Neal Lucey (EVP, Strategy & Planning), and Kyle Jelinek (VP of Client Services) to break down what’s driving performance in podcasting. From Podtrac’s new multi-channel ranker to Podscribe’s latest incrementality report, the team explores what matters beyond downloads. They debate the long-form’s staying power, the durability of history podcasts, and what would happen if ChatGPT introduced ads. Let’s dig in. “Seeing that history podcasts are as popular as they are, it’s a good reminder that people aren’t actually moving away from depth. They’re just adding short-form [content] on top of it.” – Jillian Garner (Account Manager, Oxford Road) Multi-Channel Rankings – Podtrac has new rankings that include audio, video, and clip impressions. Getting a full picture of reach is hard, so any transparency is a win. Plus, Marketers can use the data in a few ways. If you know a show’s reach is largely from clips, negotiate those clips as part of the campaign. (And try for usage rights to run on your own paid channels). Are impressions audio-only? Factor in a greater episode completion rate as you analyze the CPMs. Historical Performance – History podcasts are epic in every sense of the word. You get multi-hour, in-depth episodes (Like Hardcore History) and a fanatical audience. Brands don’t always flock to these shows, but they’re worth considering. After all, hosts are trusted for their rigor, which flows on to advertisers. They won’t be hits for every brand, but we’ve seen lots of winners, and anecdotally, B2B marketers should take an especially close look. ChatGPT: Now with Ads? – Ads look like the next ChatGPT move. It’s worth highlighting the differences between podcast ads and AI ads. In ChatGPT, an ad undermines the trust and neutrality we’re used to. Meanwhile, podcasts have always had ads, and people can sense how much the hosts actually believe in what they’re saying. In other words: ads only work when there’s enough trust to inspire action. Marketers, the channels you choose for your brands should rely on audiences’ trusted sources for information. You can’t erode one and still expect performance. Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below. The Classifieds Dollaz Dollaz Bills Y’all Network: Barstool Sports / Monthly Downloads: 300k This week kicks off the start of Black History Month, and we are celebrating with two high-performing podcasts from African-American hosts. Our first selection has been a longtime behemoth in the music landscape, and a cultural touchstone for the rap and hip/hop community. Hosts Gillie da Kid and Wallo267 have countless years of experience as producers, musicians, and influencers, but it is their incisive, groundbreaking commentary that has given them staying power in the podcasting landscape. Beyond its cultural reach, the show has been praised by its audience for its raw, passionate conversations about the hosts’ personal struggles and lived experiences. Many high-profile guests have joined the twosome, including Kevin Hart and Shaq. Male-skew advertisers are highly recommended to consider this offering, especially those looking for a well-versed audience of culture vultures. Get your head in the game and out of the clouds by clicking the link below. Get The Deal No Sleep ‘til Brooklyn, Carmelo Says So Network: Wave Sports / Monthly Downloads: 350k Podcasting provides a level of access that previous generations of sports fans could only dream of. Carmelo Anthony is a ten-time NBA All-Star and six-time All-NBA Team member who recently-ish retired. Since partnering with Wave Sports in 2023, Anthony has hosted a weekly podcast that covers his time as an athlete and explores his thoughts on music, movies, comedy, and everything else in between. Guests are often brought on to discuss their expertise or POV on introspective cultural moments, especially those from his beloved New York City. Recent episodes have featured iconoclasts such as Oscar nominee Timothée Chalamet, former New York Knicks shooting guard John Starks, and rapper Styles P. Advertisers who have achieved success in testing on this show are often tech companies with an efficiency mindset. Testing into a great podcast? No time like the present, so feel free to click below for more details. Get The Deal In Case You Missed It DAX: The Middle Child of Creator Marketing Is Winning Advertising Week published DAX US President Brian Conlan’s case for mid-tier creators (typically boasting 50,000 to 500,000 followers). The core argument: a podcaster with 40K weekly listeners averaging 40-minute sessions delivers more value than follower counts suggest. The case study recommends treating creators like media channels with “bench plans,” A/B testing, and 10-20% test budgets, scaling top performers into multi-flight deals. Big-name creators are essential for reach and credibility, but performance often comes from the mid-tier and long-tail results. Smart planning treats creators like a portfolio: cherry-pick top-tier talent, then drive efficiency through mid-tier and long-tail shows where pricing is efficient and ad reads are more flexible Read More Radio Didn’t Underperform, Your Model Did John Fix, the former P&G media analytics leader credited with bringing the company back into audio, argues that radio should be treated as a fundamentally new media channel in Media Mix Models. Historically, radio underperformed in MMMs due to its reliance on planned, low-granularity data and tight historical priors that constrained ROI to past norms. That has changed. Broadcasters now provide weekly, as-run radio delivery data at the DMA level. Fix recommends that modelers fully refresh MMMs using as-run data across the entire time series, relax historical priors, and allow the model to relearn radio’s contribution based on this improved signal. When the person most responsible for P&G’s renewed commitment to audio says MMMs need a reset, marketers and analysts should listen. Read More Why UK Brands Are Turning Up the Volume on Audio in 2026 Reuters Institute‘s 2026 journalism trends report finds news publishers expect search traffic to decline 43% over three years due to AI “answer engines.” In response, 71% say expanding audio formats is important since podcasts are harder for AI to rewrite/summarize than text. Two-thirds worry creators are drawing audiences away and 75% plan to encourage journalists to “behave more like creators.” U.S. creator ad spend hit $37B in 2025, growing 4x faster than the industry average. A projected 43% decline in search traffic is an existential threat to digital news. Audio and video are key to survival, so expect them to rise. The shift for marketers: newsrooms are pushing journalists to act more like creators, making premium news inventory feel less institutional and more personality-driven. For better or worse, early movers will benefit. Read More #SaveTheLiveReads Swiftie Charm, Pilates Glow-Ups, and a Fabletics Mic Drop Kelly Keegs and Gia Mariano from the Taylor Watch podcast absolutely crush this Fabletics live read with boss babe energy, authenticity, and Swiftie-level charm, turning a simple promo into a full-on fashion moment. From Gia’s Pilates glow-up to the relatable struggle of wanting to look cute in class without dropping a fortune, these gals hit all the right notes, effortlessly blending real-life context with product perks. Their excitement feels genuine, not scripted, and their seamless back-and-forth makes the ad feel like part of the show, not an interruption. They spotlight the comfort, quality, and insane savings of the Fabletics VIP program (can you say 80% off?!), all while making listeners feel like they’re in on a stylish, money-saving secret. It’s fun, fresh, and the kind of read that not only informs but also makes you want to click the link right now and treat yourself to a matching set or two. Listen Here Contact us for a Consultation  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!

Advertising always walks a fine line between building audience trust and breaking it. So, how does one find that ever-important line? That’s the question at the center of this week’s Media Roundtable: Industry Edition. Stew Redwine (Executive Creative Director, Oxford Road) is joined by our own experts Jillian Garner (Account Manager), Neal Lucey (EVP, Strategy & Planning), and Kyle Jelinek (VP of Client Services) to break down what’s driving performance in podcasting. From Podtrac’s new multi-channel ranker to Podscribe’s latest incrementality report, the team explores what matters beyond downloads. They debate the long-form’s staying power, the durability of history podcasts, and what would happen if ChatGPT introduced ads. Let’s dig in. “Seeing that history podcasts are as popular as they are, it’s a good reminder that people aren’t actually moving away from depth. They’re just adding short-form [content] on top of it.” – Jillian Garner (Account Manager, Oxford Road) Multi-Channel Rankings – Podtrac has new rankings that include audio, video, and clip impressions. Getting a full picture of reach is hard, so any transparency is a win. Plus, Marketers can use the data in a few ways. If you know a show’s reach is largely from clips, negotiate those clips as part of the campaign. (And try for usage rights to run on your own paid channels). Are impressions audio-only? Factor in a greater episode completion rate as you analyze the CPMs. Historical Performance – History podcasts are epic in every sense of the word. You get multi-hour, in-depth episodes (Like Hardcore History) and a fanatical audience. Brands don’t always flock to these shows, but they’re worth considering. After all, hosts are trusted for their rigor, which flows on to advertisers. They won’t be hits for every brand, but we’ve seen lots of winners, and anecdotally, B2B marketers should take an especially close look. ChatGPT: Now with Ads? – Ads look like the next ChatGPT move. It’s worth highlighting the differences between podcast ads and AI ads. In ChatGPT, an ad undermines the trust and neutrality we’re used to. Meanwhile, podcasts have always had ads, and people can sense how much the hosts actually believe in what they’re saying. In other words: ads only work when there’s enough trust to inspire action. Marketers, the channels you choose for your brands should rely on audiences’ trusted sources for information. You can’t erode one and still expect performance. Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.

Imagine you’re the best at what you do… and you didn’t realize it until now. This week’s edition of Media Roundtable: Special Edition is another creator spotlight, as Dan Granger (CEO & Founder, Oxford Road) welcomes Gina Ryan (Host, The Anxiety Coaches Podcast) to the pod. Gina’s podcast is a quiet ORBIT powerhouse, recently ranked #1 in our Self-Improvement list. But because brands don’t usually share results with creators, she had no idea she was a low-key marketing superstar. Dan and Gina sat down to unpack her (formerly) secret success. They’re talking: Honest Ads, The Listening Family, and Hyper Organic Growth. Let’s dig in. “I just talk about it as it’s still me. I don’t all of a sudden switch into: ‘And now a word from our sponsor,’ and become a radio advertisement.” – Gina Ryan (Host, The Anxiety Coaches Podcast) Be Clear, Be You – Gina’s success isn’t accidental; it’s the result of her very detailed approach to sponsorships. She discloses and separates the ads, then performs the read in her own voice. She’s not in sales mode: she’s the same calm, genuine presence that listeners hear during the show. She doesn’t rush copy; instead, she speaks from her experience and connects to brands she cares about. Another great sign: she rejects misaligned brands. It’s fine for an ad to clearly be an ad, as long as the host is still being their genuine self. The Listening Family – That’s how Gina refers to her audience. Not consumers, not followers, family. It helps that Gina built her podcast with the intent to help, not to grow and monetize a following. You want a protective host because they’re actively maintaining the hard-won trust they’ve built with the audience. Hyper Organic Growth – Gina grew the podcast over many years without relying on a dedicated marketing or promotional push. She focused on creating a show people loved. Every member of her audience found her organically and stayed because they love what she’s doing. Other shows might have bigger reach, but the depth of connection is unmatched, and that is what drives ad performance. For more tips from a genuine performance superstar, check out the full episode below. The Classifieds Not Your Average Open Mic Night Network: Backyard Ventures / Monthly Downloads: 55k Even though we just highlighted our ORBIT Self-Improvement top-performers last week, it’s good to