This Week’s Influencer: 2025 Media Lookback on MRT; ORBIT’s December Results May Have You Update ‘26 Plans; ChatGPT Goes Ad Supported?; and More…

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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How will the industry shift with 200k AI episodes? Or with Netflix’s $400M podcast push? How do audio and video podcasts actually stack up for attention? Find out on a new Media Roundtable: Industry Edition, sponsored by our friends at ALLCITY Network.

Dan Granger (CEO & Founder, Oxford Road) breaks down the biggest stories and their potential impacts on the industry with fellow audiophiles:

• James Cridland (Editor, Podnews & Podcast Business Journal)
• Spencer Semonson (Media Supervisor, Oxford Road)
• Todd Elbrink (Director of Strategy & Performance, Oxford Road)
• Tucker Peleuses (VP of Strategy & Insights, Oxford Road)

The team is talking: Cheap TV, Video vs. Audio Attention, and Wading Past AI Slop. Let’s dig in.

“How do we make sure that we don’t get run over, for those of us that really care about the human connection piece?”

– Dan Granger (CEO & Founder, Oxford Road)

Netflix’s $8M Question – Netflix is offering 50+ podcasts to leave YouTube for $8M. If Netflix thinks podcasts are just cheaper TV, this move makes sense. But most podcasters don’t think about themselves that way. They build audience connection in a wildly powerful and efficient way. Leaving open platforms for closed ones diminishes that power. Todd’s hot take: Podcasters looking for a fast payday should take the exit and leave the others to grow their audiences.

Attention Increases ROI – A new study found that video podcasts cost 77% more to produce than audio, but audio beats video for completion rates (66% vs 61%). Audio’s an incredibly efficient way to grab and hold attention. That said, adding a video component actually increases plays for the audio version. The TLDR for CAOs: audio and video both help your campaigns. Measurement’s going to be harder, but it’s worth it. And in the meantime, keep asking for better measurement tools to anyone who’ll listen.

Protecting Human Connection – Ashley Carman’s Podcast Business Summit encapsulated the fight for the soul of podcasting. Inception Point boasts +200k AI episodes (all without QC). Netflix hopes to entice shows to take the sure money, and creators want to stay in control and help build brands (their own and their partners). While there’s money to be made in all directions, trying to protect the heart of podcasting, the authentic human connection, is only possible from some paths. CAOs: Uncertainty creates opportunity–for your shows that work, start conversations that can deepen your partnerships. If you value the connection between your creators and their audiences, continue to invest in them, and they’ll continue to invest in you.

Want more insights from the forces shaping the industry? Tune in to the full episode by clicking the link below.

The Classifieds

These Tea Leaves See Profits In Your Future

Network: Sony Podcasts / Monthly Downloads: 200k

This week is all about being grateful for the things you have, and being grateful for the podcasts we shall receive. Our first feature premieres in January, and it is the perfect way to kick off a new year. Haley Sacks (@mrsdowjones) wants to put spending power back in the hands of women and educate them on their financial futures. Sacks has built a subscriber base of 1.3M followers through her social media, video courses, and product reviews, all geared towards women trying to build wealth for future generations. Her advice covers a variety of topics, such as sustainable buying practices, smart lifestyle choices, long-term investment strategies, and market insights. This podcast will most likely align with her socials in terms of content and messaging if you want an early preview. We recommend this for any premium female skew DTC or B2C advertiser looking to reach a millennial audience. Invest your dollars wisely by clicking below for more information.

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Class is Back in Session – Keating 101 Style

Network: Podcast Nation / Monthly Downloads: 50k

Shondaland may sound like a magical realm, but it’s actually a television production company that has brought us some of the biggest shows of the past 20 years. One of its most beloved properties was How to Get Away with Murder, a critical and commercial success that still sees significant love on streaming. Two of its stars, Jack Falahee and Matt McGorry, are now teaming up for a rewatch podcast with the fine folks at Podcast Nation.

Fans will get to relive the show’s dramatic twists and turns, intense plot lines, and consistently high bar. Falahee and McGorry will spend each week going behind the scenes and unpacking fan theories. For those looking for fresh TV & Film opportunities with a millennial female audience, this is a key test for Q1. We find you guilty of not testing enough and sentence you to click the link below.

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In Case You Missed It

Audio Multitasking Creates Additional Hours For Engagement

Katz Media Group’s analysis of Activate’s 2026 Consumer Technology & Media Outlook reveals media multitasking has expanded total daily consumption to a “32-hour day,” with audio capturing 2 hours 49 minutes (21% of media time) by uniquely complementing rather than competing for visual attention. Audio dominates multitasking: 72% multitask while listening to music, and 62% while consuming podcasts. Audio stands out as the ultimate companion medium. While that means audio advertising must work harder to earn recall, its unmatched reach and cost efficiencies make it ideal for building frequency and staying top of mind.

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Audio Hosts Out-Earn Their Social Media Counterparts

Audacy’s new insights report positions radio and podcast hosts as superior influencers compared to social media creators. It cites doubled creator revenue since 2020, with data showing that 44% of listeners feel stronger brand connections when endorsed by their favorite audio host, emphasizing long-term partnerships over transactional ad reads. Is this self-serving? Of course. Audacy wants to rebrand its hosts as influencers, which makes sense given that the creator economy is now worth $37 billion and audio spending lags far behind. There’s still some truth here. Radio and podcast hosts were the original creators, and they’ve long proven their ability to drive both brand impact and return on ad spend.

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 Customers Spend More If The Jingle Bells Are Rocking

Research from iHeartMedia and Critical Mass Media shows that 98% of holiday music radio listeners say it helps them feel festive. 90% reported increased shopping excitement and 75% say they’re more likely to buy from brands advertised on their favorite holiday station, positioning seasonal radio as both an emotional trigger and purchase driver. CAOs, if you want to reach holiday shoppers, add holiday music stations to your mix on both terrestrial and digital. While you’re at it, throw in the Hallmark Channel and its endless holiday movies. The best way to spread holiday cheer is through holiday sounds.

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Save The Live Reads

Don’t Be Scared To Be Home Alone This Holiday Season With SimpliSafe

Nic and the Captain, hosts of the hit podcast True Crime Garage, have this week’s exemplary host-read for SimpliSafe wrapped up tighter than a Thanksgiving turkey. This ad kicks things off with a flooding horror story that makes you instantly feel the “why didn’t I install security sooner?” panic—and bam, you’re hooked. Nic and Cap easily rave about how SimpliSafe became their go-to for peace of mind when it came to their homes and their mother-in-law’s too. The delivery is warm and full of personality, calling out all the must-have features like water sensors, glass-break detectors, and the app’s super slick interface. Just when you think it can’t get any better, they drop in new product features like the Smoke & CO Alarm Listener and 24/7 monitoring with ActiveGuard. Before hitting the road for Thanksgiving, these guys have their homes locked up tight—because nothing says “peace of mind” like knowing SimpliSafe is standing guard while you’re busy passing the gravy or in a turkey coma.

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OXFORd In The News

Bloomberg’s Talking Right Wing Influencers and ORBIT’s Comedy Insights Take Off

Oxford Road received a Bloomberg shoutout this week. In a deep-dive on how right-wing podcasters are fueling a boom in politically charged advertising, the outlet cited our study, The Untold Story of the Podcast Election, which showed that podcasts featuring Trump appearances outperformed those with Harris. The takeaway? What looks “risky” from a brand safety perspective often delivers results from a performance one.

In other news, ORBIT keeps building momentum. Our latest ranking of the top 15 performing comedy podcasts is getting picked up across the industry by a variety of networks and publications. Turns out, when it comes to comedy, the question isn’t just “who’s funny?”—it’s “who’s actually moving the needle?”.

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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 can audio ads break through in a world of AI ads and boring reads? By being relentlessly real.

The world’s only podcast solely dedicated to audio ads strikes back against AI! Presenting Ad Infinitum Season 3, Episode 14: “This is My Real Voice.”

Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes Brandon Beville (Producer, Morning Wire). They get to the root of authenticity, tapping into Brandon’s special insight as both producer and ad-reader (according to one commenter, his voice sounds like “ a frat guy from Boston”). Together, they put up Brandon’s spot against top-spending podcast ads from Google, ParkWhiz, LG, and Wells Fargo using our Audiolytics™ framework. Which spot will come out on top? Guess you’ll have to dial in to find out.

Stew and Brandon talk The Real You, The 3-4 Rule, Active Listening, and more. Let’s dig in…

“Make it as much you as you can.” – Brandon Beville (Producer, Morning Wire)

Bring Your Full Self — Whether you’re writing copy, setting strategy, or voicing an ad read, none of it will work if it feels inauthentic. To make the words land, it has to feel real. It doesn’t have to be perfect, but it does need to be genuine. For ads, that means tapping into why you actually care about the product you’re selling. CAOs, for hosts to give honest endorsements of your brand, it helps if you can show why you care, too, even by sharing personal anecdotes.

The 3-4 Rule — Ads that break through don’t sound like ads. To get those kinds of performances, Brandon aims for 3-4 takes. That’s enough to dial it in, get comfortable with the words, and have a natural read in one go before it turns stale. CAOs, listen to your airchecks. If the reads are awkward, it might be their first time with the material. Raise your hand to encourage them to put in more effort. And meet them halfway! If they’re stumbling on a line that sounds like jargon, change it and write it more like how you’d tell a friend instead of how you’d pitch to a boardroom.

Listening Ears On — Brandon took his inspiration for his Ollie ad when he heard his dog growling at dinner time. When we’re open to it, the world is rich with sound… but most ads only use the spoken word. CAOs, if you want your ads to sound like no one else, start by listening like no one else. Whether your product is digital or physical, using it will leave some audio fingerprints that only you could create. Capture them to create richer experiences for listeners.

Want more insights on making the realest audio ads you can? Tune in to the full episode here:

Your Monthly ORBIT Report – Nov 2025

Last month, we introduced Influencer readers to ORBIT (The Oxford Road Benchmark Intelligence Tool).

This week, we’re putting the tool to use to examine real advertiser performance, this time in the Comedy genre’s Top 15 Performing podcasts. Big congrats to #3, Emergency Intercom, #2 Soder, and #1 Monday Morning Podcast.

While the Comedy genre is #1 in advertiser investment in the space, the ORBIT analysis shows some funny business. Here are a couple of quick insights:

• Laughter Is Not the Best Medicine: Comedy claims the most ad spend, but as a genre, performance is in the bottom tier. So why the outsized investment? It may be brand safety concerns–Comedy looks like a safe place to scale over more controversial categories like Politics and Government. Instead, shift Comedy dollars from a “safe default” to a “sophisticated category requiring strategic expertise.”

• The Best vs. The Rest: While the genre is soft overall, the top 15 Comedy podcasts boast elite-tier performance. These shows represent distinct comedy styles and formats, from advice-based to game shows. The takeaway? There are no guarantees in Comedy performance, but there are lots of ways to turn funny into money.

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

The Classifieds

They’re All Talk, But That’s Exactly What We Want

Network: Your Mom’s House Studios / Monthly Downloads: 25k

“Classifieds?” you ask, “Are there any podcasts that still have open dates to test in Q4?” What an amazing question! The answer is yes, and we have two for you this week. The first is a humorous podcast from two TikTok comedians. Sydney Heller and Olivia DeLaurentis (@sydandolivia) have cultivated a brand of improvisational satire that blends surrealism with women’s lived experiences. Every week, they sit down with like-minded internet comedy icons to riff,  ad-lib, and babble about any wacky thing that comes to mind.
Since its formal relaunch last fall, the show has consistently been adding a roster of DR top performers. Their audience is made up of progressive, self-improvement-conscious Gen Z listeners, so app-based advertisers or those looking for lifelong learners are highly encouraged to test. If you’re ready to tell your truth, no matter how hot it may be, head right on down to the link below.

Get The Deal

This Southern Classic is Great For Breakfast and For Entertainment

Network: Cake Media / Monthly Downloads: 300k

Podcasts can often be distilled down to basic details that can work regardless of who the host is. Few’s success depends entirely on the personality attached. Deante’ Kyle is the soul, lifeblood, and main creator of the scrumptious Grits and Eggs Podcast, a part of the equally delicious Cake Media. Kyle rose to prominence as a critic of burnout work culture and easily transitioned into the role of cultural critic. His loyal followers tune in every week to hear his take on trending topics, notable pop culture moments, and music critiques. He often correlates his responses in historical terms, drawing from the socio-political environment that inspires African-American art forms. Kyle himself is a likeable, blunt individual with a sense of humor that cannot be beat. This opportunity has only just landed with their seller but has already become a top performer for several B2B-focused male-skew advertisers. These grits are about to see the gravy train, so slide on up and grab a plate at the link below.

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In Case You Missed It

The Indie Podcasting Gap: Creative Drive vs Commercial Returns

Alitu’s survey of 558 indie podcasters reveals 85% generate no revenue. 9% measure success by profitability, 31% are motivated by helping others, and 72% cite audience discovery as their biggest challenge. Unsurprisingly, one in four has considered quitting due to financial difficulties or burnout. ​​To us, this is one of the biggest reasons indie podcasts should work with agencies if they’re struggling to find support on their own. Oxford Road helps marketers find performance in the indie podcast ecosystem, something the traditional agencies rarely bother to explore.

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Australia Gets A Unified Audio ID

Australia’s Commercial Radio & Audio launched CRA Audio ID, a unified identity solution on Google’s DV360 that consolidates 14.7M monthly listeners across four major networks, offering frequency management and audience de-duplication for streamlined digital audio buying at scale. Competitors aligning on a shared identity tag is a step toward audio closing the gap with digital channels. If the U.S. audio industry wants to level up, this is a good model to follow.

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Cumulus: Podcasts Still Lean Audio-First, Despite Video’s Rise

The Fall 2025 Podcast Download Report from Cumulus Media and Signal Hill Insights finds that despite the rise of video formats, podcasts remain an overwhelmingly audio-first medium. 92% of weekly podcast consumers primarily listen rather than watch. While YouTube continues to dominate as the most-cited podcast platform, actual listening behavior shows Spotify and YouTube are nearly even in time spent, with Apple close behind. YouTube plays a significant role in discovery, but its audience remains fluid, with 70% saying they’d switch platforms if content moved elsewhere.
Smart TVs have surpassed smart speakers for podcast listening, signaling broader shifts in how people consume podcasts. There’s good stuff in this research, but remember, the David Ogilvy quote: “People don’t think what they feel, they don’t say what they think, and they don’t do what they say.” If YouTube leads podcast consumption, viewership is likely higher than respondents admit. And while 70% claim they’d switch platforms, betting against YouTube seems risky to us.

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#SaveTheLiveReads

Beauty Queen Crowns Shopify As the Belle of the Merchandise Ball

Beauty guru, Shopify merch, and host of the hit podcast Noche de Pendejadas with Alannized, Alan, better known as Alannized, delivers a stellar live read for Shopify by striking the perfect balance between personal experience and logical value. From the start, they acknowledge the intimidating reality of launching a business, a feeling many listeners will relate to. What makes this read stand out is their genuine enthusiasm and relatability—sharing their own journey of launching merch but being unsure about building a website. Alan highlights Shopify’s user-friendly templates and all-in-one tools in a conversational, non-scripted way, making the platform feel approachable for entrepreneurs at any technical level. By the time the $1 trial offer rolls around, it doesn’t feel like a sales pitch—it feels like solid advice from a trusted friend who’s been there and figured it out. If you’re curious about what a winning sales pitch sounds like, listen 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