AdWeek reported that NBC News and Wondery have teamed up to develop a slate of news and politics podcasts beginning in 2020. As part of the multiyear deal, NBC News and Wondery will work together on news and politics podcast series based on reporting from NBC News’ slate of investigative reporting.
Additionally, Wondery will take over ad sales and marketing for NBC News’ existing podcasts, opening up those programs to Wondery’s network of advertisers in the U.S. and U.K. Any new programming the companies jointly develop and produce will be marketed and sold by Wondery’s sales team. NBCUniversal’s sales team will still be able to include the podcasting slate in cross-platform advertising deals. Financial terms of the deal were not disclosed.
In addition, Wondery has teamed up with Ranieri and Co., (an Australian and New Zealand podcast company). Ranieri and Co. will be the local representative for Wondery. Ranieri and Co. was launched by former Tribe executives Rob Ranieri and Nick Randall.
Nick Randell told Mumbrella the intimate relationship between listeners and podcasts allows brands to get very back-to-basics with their approach and return to basic storytelling, something he’s delighted to be involved with. Nick Randall said:
You can tell if a radio ad has been inserted straight into a podcast, there’s a jarring experience, because radio ads are created to stand out in a bank of eight or ten ads, so they can be quite aggressive, but that doesn’t work in a podcast when it’s just one ad. You’ve got to respect that relationship and look at it differently.
In the new partnership between Wondery and Ranieri and Co., Wondery will be the entry point for Australian brands to access Wondery’s portfolio of podcasts which include hit shows Dr. Death, Dirty John, The Shrink Next Door, Business Wars, Imagined Live, Generation Why, and Over My Dead Body.