OUR FOUNDING LETTER

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.

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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.

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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

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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.

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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.

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#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.

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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 mix in some new folks to your media plan as well. This week, we have two such opportunities to help balance out your Q1 media plans. Our first juicy morsel comes from the folks at Backyard Ventures. It’s hosted by a comedic influencer with sharp wit and a unique perspective. Jessie Woo gained internet traction with her immense musical talent, but has additionally built an audience on social media by posting cultural criticism and humorous takes on current trends.
It doesn’t matter if she is giving her opinion on the music industry, reality television, or drama, she is always entertaining and refreshingly candid. Woo proves that an internet event on its own isn’t what’s interesting; it’s the way that it’s covered, and she is always ready to bring her wit to any red carpet. Though she has not yet worked with advertisers, female-skewing DTCs are highly recommended to test in Q1. If this offer wooed you, just take a couple of seconds to click the link below.

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To Be or Not to Be Real?

Network: Sony Podcasts / Monthly Downloads: 185k

For those uninitiated in reality show culture, Carl Radke’s name may not ring any bells. But, for those who were highly invested in Bravo’s Summer House, this new release is abuzz with excitement. Radke’s recent path to sobriety and personal development has led to his expansion into podcasting. Though the landscape is littered with celebrity podcasts, what sets this show apart is his continued messaging around empathy, openness, honesty, and personal growth. In his weekly interview-style podcast, he sits down with folks from all walks of life to speak about their journeys, no matter how rocky the waters may be.
Whether he’s centering the conversation around entrepreneurship, self-improvement, or habit formation, the emphasis is on creating tools and sharing different perspectives. Though the show is obviously recommended for anyone looking for reality TV fans, there’s also clear rationale for advertisers in categories such as Heath, Personal Finance, Recruitment, and Tech. If you want to breathe more life into your media campaign, it’s time to click the link below.

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In Case You Missed It

Podtrac’s Foray Into Ranking Multi-Channel Performance

Podtrac launched a new paid subscription product, the “Top 200 Multi-Channel Podcasts Ranking”, designed to measure podcast performance across audio, video, and social platforms. The monthly rankings include audio downloads and streams (Apple, Spotify, other apps), video views (YouTube, Spotify), and clip views (Instagram, TikTok, YouTube). The methodology combines Podtrac’s first-party measurement, platform data, and proprietary estimates developed over 20 years to offer a clearer, more unified view of how shows perform across formats. It’s a meaningful step toward grounding the audio vs. video conversation in real data. As the product evolves, we look forward to seeing the rankings expand beyond the initial 200 shows and reflect an even broader set of creators.

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YouTube’s 2026 Priorities Aim to Push Creators Into the Big Leagues

YouTube CEO Neal Mohan‘s 2026 letter outlines four priorities: positioning creators as full-scale stars and studios (including YouTubers buying Hollywood studio lots and green-lighting their own projects), expanding kids and teen safety tools (parental controls such as a zero-Shorts timer), continued investment in the creator economy ($100B paid over 4 years, $55B U.S. GDP contribution in 2024), and a broader adoption of AI creator tools (now used daily by 1M+ channels). Key for advertisers: new brand partnership tools let creators swap branded segments from back catalogs after deals conclude. YouTube is the backbone of the creator economy, and it isn’t standing pat. Creators now own production, distribution, and monetization, and they’re investing like real studios because the returns justify it. That should worry traditional TV networks that underinvest in content quality. Enough with the disposable primetime game shows. Consumers follow the best content, not legacy brands, and YouTube is increasingly where they find it.

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Digital News Outlets Worry About the Threat of AI Searches

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.

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#SaveTheLiveReads

Taking Care of Yourself Goes From Fantasy to Reality With Function Health

Sisters Nicole and Lexi of Fantasy Fangirls are absolutely head over heels for this week’s #STLR shoutout, Function Health, using their signature spunk to narrate an epiphany for anyone who’s sick of guessing what their body needs. Nicole keeps it real by discussing her rocky relationship with food, and then reveals how Function’s data helped her finally ditch gluten, corn, and dairy and start to feel amazing. You can hear and feel how genuine her endorsement is, and it’s clear that the product made a mark on her life.
The sisters’ energy together makes the science feel like something you actually want to engage with: no boring jargon, just real talk from real people with real issues. They shout out Function Health Advisory Board Member Dr. Huberman to back up their statements. They make Function’s bite-sized lessons, personalized insights, and “$1 a day” price point sound like the ultimate self-care move. Their infectious enthusiasm turns health data into something empowering, not intimidating. With a $25 credit for listeners stacked on top, this read doesn’t just inform, it motivates with a wink, a laugh, and a whole lot of fangirling energy.

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What happens when a podcasting powerhouse is also an elite marketer?

Find out in a creator spotlight episode of Media Roundtable: Special Edition.

This week, Dan Granger (CEO & Founder, Oxford Road) welcomes The Podcast Princess herself, Hala Taha (CEO & Founder, YAP Media, host of Young and Profiting). We’re some of the biggest Hala supporters here at Oxford Road because she’s one of the few creators who cares as much as we do about making the ads work. (Check out her Ad Infinitum episode with our very own Stew Redwine).

Hala has consistently delivered great reads and results for clients for years, and ORBIT has the receipts. Young and Profiting was #4 on our OG Podcast list, and it’s #2 in this month’s Self-Improvement ranking. But hearing how Hala approaches the ads, that performance is not surprising.

Dan and Hala put on a masterclass in creator marketing, talking: The Power of Demonstration, Letting Creators Cook, and Getting in the Weeds. Let’s dig in.

“It’s not about the channel. It’s not about audio, YouTube, social; it doesn’t matter. What you’re picking is the creator.” – Hala Taha (CEO & Founder, YAP Media, host of Young and Profiting)

Your Monthly ORBIT Report – Jan 2026

Mental Health Tops the Self-Help Genre

Q1 is a resolution gold rush. That’s why we used ORBIT (Oxford Road Benchmark Intelligence Tool) to analyze the top-performing self-improvement podcasts to see where January ad dollars actually convert. Turns out, the conventional playbook is backwards, as seen by our top performers: #3 On Purpose with Jay Shetty, #2 Young and Profiting with Hala Taha, and #1 The Anxiety Coaches Podcast.

While most brands pile into fitness shows every January, ORBIT shows that mental health content delivers the real returns. A few key takeaways:

• Fitness Is a Gamble, Mental Health Is a Plan: Health & Fitness shows are 8x more volatile than Mental Health shows, with wild swings between wins and misses. The play here is to treat Mental Health shows as your foundation, then layer in fitness content with strict performance metrics before committing serious budget.

• The Category That Doesn’t Quit: Advertisers dump budget into gym and nutrition shows in January, expecting quick returns. But the sustainable performance is happening in mental resilience and personal development content. Mental Health audiences don’t disappear when resolutions fail. They double down. If you’re treating Q1 like a one-month sprint, you’re walking away from valuable conversions.

For the complete January ORBIT Rankings and methodology, check out the full report HERE

The Classifieds

Every Day is a Great Day When You’re Always On Vacation

Network: RedCircle Technologies / Monthly Downloads: 20k

With podcasts premiering on Netflix and brand campaign dollars fueling much of the industry’s chatter, the small, niche, performance-based podcasts are continuing to hold strong for our clients. This week, we have two such selections to share with you, starting with the very specific genre of Places and Travel.
Carlye Wisel is the intrepid host of Very Amusing, a podcast about everything and anything theme park related. Wisel built her following as a journalist for publications such as Vanity Fair, TIME, and National Geographic. Her main focus is Disney and Universal parks, catering perfectly to Disney Adults: a strong demographic of enthusiastic consumers fueled by nostalgia. Since premiering, the show has gained sizable traction with multiple performance-based advertisers, especially those looking to reach female Millennial homeowners. Put on your Mickey ears, ride the Jungle Cruise, and arrive at your own Magic Kingdom via the link below.

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It’s-a Me! A Podcast!

Network: Audioboom / Monthly Downloads: 25k

Video game content dominates YouTube and Twitch due to its visual appeal and variety of content. In podcasts, gaming is a varied genre, but the really efficient offerings are centered around key topics. Kit Ellis and Krista Yang previously worked at Nintendo, eventually becoming the co-creators of Nintendo Minute.
Since going solo and creating this podcast, the twosome have found success in regaling fans with inside knowledge of working at the hallowed company, giving their two cents on unfolding gaming news, and interviewing guests who have also worked in the industry. The show caters to both listeners and viewers, with the audio providing a cosy atmosphere and its video feed allowing fans to engage with all the amazing visuals the industry has to offer. The show has traditionally done best with tech-based offerings, especially B2C clients, for either a male or female-skewed audience. Hit that X button while you speed down Rainbow Road to the link below.

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In Case You Missed It

AI, Social, Creators Oh My!

eMarketer’s 2026 outlook shows creators, AI search, and social strategy converging. The key data shows that daily AI search users doubled from 14% to 29% in 2025. 61% of agencies are optimizing for GEO (Generative Engine Optimization). Top creators now operate like independent networks. Only 74% trust influencer ads vs. 87% for general advertising. This is about credibility. Trust is shifting away from platforms and toward people, with audiences increasingly looking to creators for expertise and judgment. As a result, top creators are becoming powerful distribution partners for brands. For marketers, the opportunity is to align with voices that have already earned their audiences’ trust.

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It’s Not Just a Bill, It’s a Movement

Rep. Ro Khanna (D-CA) introduced a “Creator Bill of Rights” in Congress, partnering with Creators 4 Mental Health founder Shira Lazar. The seven-point proposal targets fair treatment, transparent revenue-sharing, cross-platform guardrails, and protections against algorithmic deranking and generative AI for the 10 million Americans working in a platform-based economy. This follows prior creator advocacy efforts and bipartisan creator outreach from both the Biden and Trump administrations. Congressional attention signals that the creator economy has crossed over from niche to mainstream distribution. The focus on AI and algorithmic de-ranking is notable as platforms exert more control over discovery. Whether or not this becomes law, this creates legitimacy for the industry as it confers on creators as a communications channel.

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Podscribe Says No More PSAs Needed for Incrementality Tests

Podscribe shipped 65+ product updates in 2025. Their 2026 priorities: expanded international device graphs, radio/CTV/social measurement beyond podcasts, SmartServe evolution with automatic holdout group incrementality (no PSA ads required), contextual targeting, AI-driven auto-optimization, and AI Assist for automated campaign insights and competitive intelligence. If Podscribe delivers on half of this roadmap, it’s a meaningful step forward for audio measurement. Eliminating the need for PSA ads in control groups would simplify incrementality testing. We dare to dream of a future where audio measurement doesn’t rely on that kind of workaround.

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#SaveTheLiveReads

A Fantastical Tool that Matches the Setting with Babbel

Get ready for peak podcast magic with this week’s stellar live read from the gang at All Fantasy Everything, who’s talking Babbel! The ad is both chill and somehow actually makes learning a new language sound… easy? The hosts get straight to the good stuff, speaking a language in real life with real people, not sitting in a corner conjugating verbs like it’s a pop quiz. They bring their classic energy, calling out how Babbel’s bite-sized lessons are the perfect low-stress, high results combo in just 10–15 minutes: no panic, no pressure, just results.
It’s all delivered with that signature best friend flair, making listeners feel more like they’re a part of the conversation than a casual listener. It doesn’t feel like an ad. It feels like a friend hyping you up to try something cool that actually works. With 14 languages, real human-designed lessons (not that weird AI stuff), and a massive 55% off deal, this read doesn’t just sell Babbel, it makes you wanna open the app right now!

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