B2B: Balancing Brand & ROI

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.

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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.

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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.

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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.

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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.

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#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.

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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.

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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.

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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.

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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.

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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.

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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.

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#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.

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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.

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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.

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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.

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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.

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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.

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#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!

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