OUR FOUNDING LETTER

Does video perform better than audio? That is a question the market has been trying to answer for years, especially now that many podcasts feature video.

The industry has pivoted hard to video. It offers massive scale and new discovery opportunities. But for years, we’ve operated inside a measurement “black box,” forcing marketers to assume that a YouTube view is worth the same as a podcast download.

We now know that assumption is potentially costing brands millions.

In this Media Roundtable: Special Edition,  Giles Martin (EVP, Strategy & Insights, Oxford Road) welcomes Pete Birsinger (CEO & Founder, Podscribe) to reveal the results of our industry-first report, “Re-Thinking YouTube: Why Your YouTube Ads Are Converting 25% Worse Than Audio.” After analyzing over 1,000 campaigns across 100+ brands, the data has revealed a shocking performance gap.

“The biggest unlocker of revenue is some way to measure the host-read embedded ads on YouTube.” – Pete Birsinger (CEO & Founder, Podscribe)

Pete and Giles are talking: The Black Box, Smart Methodology, and Lean-In Audiences.

The Classifieds

TL;DR:
It’s a Classified

Network: Big Little Media / Monthly Downloads: 155k

Podcasts, like birds, migrate during Q4, and this year is no different. This week, we have two top-performing podcasts with new networks that may still be available for rebooks. Our first is a brilliant melange of comedy, news, and internet hijinks. Hosts Ricky Hayberg and Eliot Morgan> cover a mix of global, national, and internet news, often peppering in their own brand of witty critique and bold reporting.

This is a video-heavy show with strong content alignment with similar nerd-driven YouTube channels, such as Funhaus and GameGrumps. Their content attracts a loyal, engaged audience of high-value consumers seeking effective updates on trending topics. They have amassed many DR advertisers with a strong male demo and a penchant for efficiency. Don’t allow a lag in your decision; sprint through your backlog by clicking below.

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Your Download For the Cultural Trends of Today

Network: Nativ.ly / Monthly Downloads: 50k

Creativity doesn’t have a strict standardization and is therefore a boundless topic of conversation. Sam Fragoso knows this well, as the idea fuels his long-running podcast, Talk Easy with Sam Fragoso. As a writer and cultural critic, Fragoso has explored complex ideas around the human condition for over a decade, and in his sit-down interviews, he deconstructs that creative process with a wide variety of industry professionals. Whether waxing poetic about The New Yorker’s 100th anniversary or walking through the production of a director’s new film, Fragoso creates welcoming, curious spaces for his listeners, and they happily walk through them. This has become an efficient top performer for several internal clients, especially those looking for a consumer base interested in high-end DTC products. Put the pen to paper, or the arrow icon on the link below, and learn more about this key offering.

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In Case You Missed It

Programmatic Audio: It’s the Next Big Thing

Madison & Wall projects digital audio will capture $1.2 billion of the $36 billion US programmatic market in 2025, with programmatic representing 73% of all open web transactions. Programmatic automation in audio is forecasted to climb from 22% in 2025 to 46% by 2030. eMarketer projects that 183.3 million of 239.6 million US digital audio listeners will be ad-accessible by 2026. iHeartMedia recently joined Spotify and SiriusXM in selling inventory through Amazon DSP. Madison & Wall is more conservative than eMarketer’s $2.3B forecast. Go figure, eMarketer is known to be optimistic. Either way, programmatic still represents only about 10–20% of digital audio spend, which says we are still in the early stages of growth. That will change, as access to inventory expands. If you want to enter this space, talk to us. We have the experts.

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Podcasting’s Adult Years

Edison Research Share of Ear Q3 2025 shows podcasting’s median age has jumped to 39, up from 34 in 2023 and 29 in 2017—a “10-year increase in just eight years.” Biggest growth came from the 45-54 and 55-64 demos. Podcasts now hold 20% share of ad-supported audio vs. AM/FM’s 64%. 2025 is the year Edison Research showed podcasting hitting 55% in monthly consumption, helped by a broader definition that better captures video. It stands to reason that the median age would rise as well. As the podcasting tent gets bigger, there are more opportunities to reach a wider range of demographic segments, including older listeners with significant disposable income and purchasing power.

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Podcast Ads Reward Smart Buyers

Acast reports 41% Q3 sales growth driven by big brands like Capital One and Coca-Cola flooding into podcast ads. Startups are struggling to compete. One brand (Asset) spent $60K on podcast ads with poor conversion on large shows, but found that smaller niche shows delivered better ROI. Acast CEO Greg Glenday admits the core problem: “Everybody is interested in podcasting ads, nobody has gone all the way in because it’s hard to buy and measure the ads.” If you’re a marketer working through a holdco, then yes, podcasting might be hard to buy and hard to measure. That’s not the case for specialist agencies that live in this space. Don’t overlook the insight that smaller shows often outperform big shows on ROI. Just don’t misinterpret it as a strategy to only buy niche shows. If you buy small, you’re likely to stay small.

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#SaveTheLiveReads

A Wickedly Good MasterClass on Ad-Reads

Hollywood is abuzz about this week’s #STLR from Tactful Pettiness hosts Cody Rigsby and Andrew Chappelle, turning what could be a standard ad into an engaging, story-driven moment perfect for MasterClass. By opening with a personal, glamorous anecdote about attending the Wicked: For Good premiere, the listener is instantly hooked. This cultural moment connects that sense of access and aspiration to what MasterClass offers, making the transition feel organic rather than salesy. The tone is conversational, curious, and confident, with genuine enthusiasm that comes through in thoughtful name checks of instructors like Shonda Rhimes, Martha Stewart, Kris Jenner, and Annie Leibovitz. Key product details, pricing, flexibility, variety, and guarantees are delivered clearly without disrupting the flow, while the call to action feels friendly and on brand rather than scripted. The ad’s common theme is authenticity, energy, and trust, making it possible to learn from the biggest and boldest names in showbiz and beyond!

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OXFORd In The News

Oxford Road Reveals That “OGs” Dominate New Podcasts In Ad Performance

Last week, we released our ORBIT Top 15 Performing OG Podcasts report, and the industry is taking notice. Outlets including Sounds Profitable, Podnews, Podcast Business Journal, and Podcasting Today are covering how ORBIT continues to challenge conventional wisdom about podcast advertising. This month’s rankings reveal that shows launched before March 2020 (before the podcasting gold rush) consistently outperform newer shows in driving ROI. In fact, 75% of today’s top performers launched before the pandemic, and OG shows carry a 12% efficiency premium thanks to multi-year listener relationships that newer entrants simply can’t replicate. The findings span 9 different genres, proving once again that there’s no single winning category, only shows that have built high-trust environments over time. For advertisers still chasing the latest celebrity launch or chart-topper, the data offers a clear message: execution outlasts hype. To see which veteran shows are delivering the strongest advertiser results, check out the full ORBIT Top 15 Performing OG Podcasts list here

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Understanding The Science Behind What Makes a Radio Ad Stick

Our award-winning podcast Ad Infinitum is making waves beyond the podcasting world. Radio Ink picked up the latest episode, “Human Hacks,” featuring best-selling behavioral science author Richard Shotton, and transformed it into a deep dive on the science of audio persuasion. The piece explores Shotton’s insights from his book Hacking the Human Mind and how Oxford Road’s Executive Creative Director, Stew Redwine, applies them to audio advertising. The takeaway? Abstraction is the enemy of memorability. As Shotton explains, people remember just 9% of abstract phrases but 36% of concrete ones, a fourfold difference that makes or breaks audio creative. It’s why Red Bull says “gives you wings” instead of “gives you energy.” For advertisers looking to understand why some audio ads stick while others dissolve on-air, this is required listening. Check out the full episode here.

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Video podcast wars, reaching critical masses, or radio’s reckoning… or reinvention: what was the biggest story of 2025, and how will it shape 2026?

Find out as we look back on all the major news stories of 2025 in a new Media Roundtable: Industry Edition.

Dan Granger (CEO & Founder, Oxford Road) breaks down the stories that shaped the year with fellow audio luminaries:

• Hernan Lopez (Founder of Owl & Co & Wondery, former CEO of Fox International)

• James Cridland (Editor, Podnews & Podcast Business Journal)

• Kyle Jelinek (VP, Client Services, Oxford Road)

• Neal Lucey (EVP, Strategy & Product, Oxford Road)

The team is talking: Video Everything, Critical Mass, and Radio’s Next Act. Let’s dig in.

“ Video is definitely the big story for 2025.” – Neal Lucey (EVP, Strategy & Product, Oxford Road)

Video Podcast Wars – While YouTube still holds the crown, Spotify and Netflix came for it in 2025. We don’t know who will rule video next year (okay, probably still YouTube), but advertisers can’t ignore the video part of podcasts. Measurement is messier, but 100% doable. It’s time to get off the sidelines, and for the industry, we need to count impressions the same way. No more random combinations of views/downloads/instant plays/vibes. Standardize measurements to create confidence and growth.

Critical Mass – 73% of Americans have consumed a podcast. This is proof that our little industry’s all grown up. But James says the important number is 773, as in 773 million podcast hours consumed each week. Going from 73% to 100% is harder and less fruitful than increasing consumption. In 2026, industry expansion will come from both deepening relationships with existing deals, while expanding reach.

Radio’s Reckoning – Radio remains a contradiction. It’s still shrinking (~1% a year), and it’s still big (74% of audio use in cars). It has a massive reach, but the median age is ~59. This year saw Nielsen juicing ratings, local radio scoring in trust, and Tesla planning to drop FM from lower-priced models. Still, we think Radio is more overlooked than overrated, making it a smart channel for advertisers to invest in.

Want more insights from what was a wild year for the industry? Tune in to the full episode by clicking the link below.

Your Monthly ORBIT Report – Dec 2025

This month, we used ORBIT (Oxford Road Benchmark Intelligence Tool) to analyze the staying power of the “OGs.” We looked exclusively at podcasts that began publishing before March 2020 to see if “new” really means “better.”

The data suggests otherwise. Big congrats to our top performers: #3 Monday Morning Podcast, #2 Explain It to Me, and #1 Critical Role.

While the industry often chases the latest chart-toppers, ORBIT reveals that long-term loyalty is where the ROI lives. Here are a couple of quick insights:

• The Brand Tax Is Real: Buying fame is expensive. We found a massive efficiency gap between high-profile “celebrity” shows and niche fan favorites. One major brand-name show costs nearly 19x more per drop than our #1 performer, yet delivers lower conversion results. Smart buyers stop paying for the host’s name and start paying for the host’s relationship with the listener.
• Execution Outlasts Hype: 75% of today’s top performers are OGs. Their success isn’t due to the “heat” of their genre; it comes from years of consistent development. These shows carry a 12% efficiency premium over newcomers because they have built a defensive moat of listener loyalty that new entrants can’t replicate quickly.

For the full December ORBIT Rankings and Insights, check out our newest report here.

The Classifieds

Your Honor, Let Her Cook

Network: TMG Studios / Monthly Downloads: 30k

It is the tail end of the Decade of the Female Lawyer, a historic period in which women overtook men in law school admissions and enrollment. In this period, social media adoption has skyrocketed, and at that intersection sits lawyer and TikTok creator Reb Masel. Masel is a practicing attorney and author who will join TMG Studios in 2026 to launch a video-forward podcast. Each week, she details crimes and precedent-defining court cases. The stories are unbelievable and perfectly bolstered by Masel’s succinct coverage. Though Masel is sure to say her show doesn’t provide personal legal advice, some of the information she details could someday come in handy. Advertisers focused on personal/network security, or on legal representation, are highly recommended, as are female-skew Gen Z DTCs. The burden of proof will be fulfilled once this show premieres, but to file a motion, click the link below.

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Self-Care Never Goes Out of Style

Network: AMP House / Monthly Downloads: 60k

Our selection isn’t new, but it is part of a new network launch. Host Dr. Alison Cook is an accredited therapist who combines her acumen and expertise with spiritual wisdom to offer a nuanced perspective on self-care. This framework offers a more holistic perspective on growth and healing while providing a safe, intimate space for self-discovery. Recent episode topics have included pattern recognition in negative thinking, the abject downside of people-pleasing, and building tools for anxiety relief. Dr. Cook is an extremely appealing host with a warm disposition, and this carries over to her ad reads for a perfect blend of information and warm sentiment. Over the years, the show has amassed multiple female-skewing top performers across a wide array of categories, all of which include a strong consumer base with a high household income. Be your best self by clicking below for more information.

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In Case You Missed It

Creator Content Serves Results on TikTok

TikTok reports creator-led content drives 70% higher clickthrough rate and 159% higher engagement vs. non-creator ads for the same CPM. The average skip time for influencer content is 17.8 seconds, compared with just 7.9 seconds for traditional branded content. However, 64% of consumers distrust influencers who don’t disclose brand relationships. Another data point to give marketers confidence: creators drive results, even if this source has a vested interest in saying it. The other part that matters is consumer expectations. Great news for creators, but transparency is the safe path. Better to disclose upfront before you damage your brand’s reputation.

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ChatGPT Wants to Be in Ad Sales?

Code discovered in ChatGPT’s Android app reveals references to “search ad” and “search ads carousel,” signaling imminent advertising despite CEO Sam Altman previously calling ads a “last resort,” with OpenAI posting a job listing for ad infrastructure in September. While ChatGPT’s massive user base and high-intent queries present opportunities, introducing ads risks reducing user trust levels (currently 67%+ trust the information provided) and driving users to ad-free alternatives if integration feels intrusive or diminishes response quality. We already know AI is reshaping search. If ChatGPT starts taking ads, brace yourself for a period of disruption. Marketers who rely on capturing demand will feel it first. The safer move is to create demand, with audio, for example, so you are less exposed to whatever happens to the SERP or an AI-driven results page.

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2026 Ad Outlook: Ask Again Later

WARC’s Voice of the Marketer report (1,000+ respondents) finds optimism cooling for 2026, with 59% expecting improved conditions, but only 19% anticipating higher budgets. Short-termism concerns have spiked from 25% (2022) to 55% today. Budget-squeezed marketers are prioritizing performance marketing (42%) over brand-building (29%), which WARC warns could fuel a “doom loop” of faulty metrics and diminishing returns. We expect podcasting to be a seller’s market in 2026, but the broader ad outlook is less clear. WARC’s data shows what happens when budgets tighten: performance gets protected and brand-building gets cut. That shift may seem rational, but it carries risk. Over-prioritizing performance makes it harder to drive future growth.

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#SaveTheLiveReads

Random Acts of Kindness Are on the Upside This Holiday Season

If you’ve ever felt inspired by the holiday merriment to do good, you’re in great company with TK Lawns. TK wins over his YouTube audience with his FREE lawn care services and now offers the best cashback recommendations with Upside. In between comedic “vrooms” of his lawn tools, they keep it real, relatable, and visually interesting. Right from the start, they tap into a universal truth: the holidays are expensive. So the promise of real cash back on things they’re already buying? Instantly compelling. His tone is relaxed and trustworthy, like a friend giving you a money-saving tip, as well as how they use the Upside app every time they fill up their truck. The breakdown of how the app works is clear and approachable, and their emphasis on no weird points, just real cash back, helps eliminate any listener hesitation. It’s helpful, it’s honest, and it’s perfectly timed for listeners who want to save during the spendiest season of the year. Some could even say they can look forward to the TK random act of kindness best with these cashback specials!

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Marketers have been trying to predict how consumers will behave with statistics and studies for decades. But what if there’s a chance that science could help you understand consumers? Would you take it?

The world’s only podcast solely dedicated to audio ads is back with those answers and more! Presenting Ad Infinitum Season 3, Episode 15: “Human Hacks.”

Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes best-selling behavioral science author Richard Shotton (The Choice Factory, Hacking the Human Mind). They’re looking at some of the most relevant behavioral studies in marketing and applying that formula to top-spending podcast ads from  McAfee, AmBev, Tide Pods, and  IBM

Stew and Richard talk Simplicity, Big Ladles, Concrete, and more. Let’s dig in…

“[It’s] always easier to work with human nature than against it.” – Richard Shotton (Author, Hacking the Human Mind)

Simple is Smart – To sound smart, keep it simple. In a study with simple and complex versions of the same text, readers said the simple version’s author sounded smarter. Why?  Big words confuse the audience, and they blame the writer. So make your talking points simple. Hosts will love you, and you’ll sound smarter, too.

Get the Big Ladle – We think information is the big blocker to action, but actually, it’s ease. A study showed that people ate more vegetables when a large serving ladle was used instead of tongs. CAOs, reflect on your current setup. Is it ridiculously easy for customers to sign up? Or ridiculously easy for hosts to read your copy (see above)? Whatever the challenge, instead of adding new info, try greasing the wheels first.

Words like Concrete – Studies show people remember concrete phrases (“white horse”) 4 times more than intangible ones (“subtle fault”). Look over your copy. If you want it to stick in people’s minds, skip the floating abstract words and firm up the copy with sturdy, concrete words and phrases.

Want more research-backed insights to make stronger audio ads? Tune in to the full episode here:

The Classifieds

Old School Gamer Finds New Strides on YouTube

Network: eSports Talent Management LLC / Monthly Downloads: 250k

Before there was Candy Crush, Cyberpunk, or Baldur’s Gate, many gamers found themselves logging in daily to RuneScape. The nearly 25-year-old game is a massively popular fantasy MMORPG. Though the graphics may look primeval, the fandom around this longtime giant is as fervent as ever. TorvestaRS is a UK YouTube channel entirely devoted to finding new and exciting ways to enhance the gaming experience. The videos are a mix of gameplay, strategy, and humor, often reliant on internet slang terms and meme culture. The subscriber count is currently at a respectable 500k, and this creator is exceptionally good at publishing content regularly. This is heartily recommended for anyone looking for a loyal, tech-aligned male audience. Don’t be an NPC in your own game of life. Click below to unlock this rare collectible for your media plan.

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The Critic Gets a Classified

Network: Solaro Consulting Inc. / Monthly Downloads: 120k

YouTube is an exceptional place for niche celebrities to find a dedicated audience. Our second channel is hosted by just such a figure. Karsten Runquist built a significant following through Letterboxd, a social media platform for cinephiles. At the same time, his YouTube channel exploded in popularity. He’s now lauded as a prominent figure in the internet age of film criticism. His content is a mashup of nostalgic throwbacks, theories around mainstream classics, and topical essays on new releases. He covers many series, franchises, and award-season contenders, attracting film buffs from all walks of life. Karsten is a reliable publisher who never misses an episode and, thanks to his popularity and brand-safe approach, has built many long-term DTC and B2C partnerships. For those looking to test TV & Film opportunities with strong engagement, this is a key offering. Grab your popcorn and novelty cup and watch a masterpiece via the link below.

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In Case You Missed It

Podscribe’s Early Holiday Gift To Advertisers

Podcast ad loads hit a new high of 10.9% in Q3 2025 (highest ever tracked), up 10% year-over-year, but Podscribe’s Q4 Benchmark Report shows 70% of advertisers still saw strong CPA improvements with higher net-new reach. 60% saw a positive correlation between conversion rates and first-time listeners, particularly pronounced for big spenders (over $400K/month). Heavy frequency buys underperform, with Podscribe warning that repetition can turn “persuasion into punishment.” Host-read ads prove more resilient to higher ad loads than producer reads. As always, there are tons of benchmark data in the report. One new area that stood out to us is benchmarks by industry and by genre. Also, if you’re curious about how (rising) ad loads impact performance, check out our case study on the subject.

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iHeart Says Humans Only

iHeartMedia is rolling out a “Guaranteed Human” label across all stations, from hourly legal IDs to sweepers, positioning themselves against AI-generated content. Their research shows 90% of consumers want media created by real humans. 92% say nothing can replace human connection (up from 76% in 2016), and 96% find “Guaranteed Human” content appealing. This is a good move by iHeart to capture press attention and to reassure listeners of authenticity in this new AI world. But here’s the thing, synthetic voices are not new. The technology dates back to the invention of the Vocoder in the 1930s.

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Spotify’s Year of Transition

Spotify admitted 2025 is a “transition year” for its ads business and doesn’t expect growth to improve until the second half of 2026. For the first time, nearly 1,700 brands advertised on podcasts in Q3—a 41% increase from Q2. Brand awareness campaigns  now account for 56% of podcast ad spending, while direct response dropped to 41%. 1,700 new brands in one quarter means competition for inventory, putting intense pressure on a supply-and-demand marketplace. Lock in deals now. 2026 could see a change to a “sellers” market.

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#SaveTheLiveReads

Chewy Decks the Paws For the Holidays

Dan Le Batard kicks off this holiday season by reminding us ‘tis the season for great ad reads and cute pets. The sports aficionado partners with Chewy in this week’s Save The Live Read to talk about the two things he loves the most: good quality pet products and his dog, Roma. He kicks things off with a sweet holiday moment featuring Roma—decked out in seasonal gear, of course, which instantly sets a cozy, relatable tone. He also takes that opportunity to pivot into one of Chewy’s charitable ventures, donating meals to pet shelters, but also doing good. He also praises the brand’s quick and convenient delivery, as if there weren’t enough reasons to sign up for your first box! The ad rings with holiday cheer and spirit, with a sincerity that we’re sure caroled in a slew of first-time orders. If you want to hear what cozy holiday feelings sound like, click the link below.

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