Executive Producer Madeleine Hawcroft Joins Award-Winning Podcast Production Company Deadset Studios

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Independent podcast production house Deadset Studios has appointed Madeleine Hawcroft as Executive Producer for its new season of The Solutionists with Mark Scott, produced for the University of Sydney.

Madeleine Hawcroft is a seasoned executive producer on factual and entertainment shows, having been the Executive Producer of ABC TV’s AACTA-nominated Kitchen Cabinet with Annabel Crabb, and network Executive Producer for ABC TV series Back In Time for the Corner Shop, Restoration Australia and Grand Designs Transformations.

Deadset Studios is helmed by leading podcast strategist Kellie Riordan, the creative force behind countless hit shows and the founder of Australian Broadcasting Corporation’s (ABC) dedicated podcast team, Audio Studios.

Creative Director of Deadset Studios, Kellie Riordan, said “As podcasting continues to explode, Deadset Studios is expanding to welcome Madeleine to lead the new season of The Solutionists with our client The University of Sydney. We’re so thrilled to have an executive with Madeleine’s story-telling calibre and her expertise in creating distinctive factual content that lands with audiences.”

Madeleine Hawcroft said “I’m so pleased to be working with the Deadset Studios team in collaboration with The University of Sydney. The Solutionists showcases people with big ideas, who are unearthing solutions across the complex issues of our time, so I can’t wait to bring season three to life.”

Deadset Studios has created podcasts for Australian Broadcasting Corporation (ABC), Special Broadcasting Service (SBS), ARN/iHeartRadio, as well as ranging from UNSW, Sydney University, Shine Lawyers, Dementia Australia, BBC, VicHealth, and Herbert Smith Freehills. The award-wining production house specializes in podcast production and consulting, audio strategy, and branded storytelling.

About Deadset Studios

Deadset Studios is an award-wining production company specialising in podcast production, audio strategy, narrative development, and story editing. Deadset Studios creates podcasts such as Culture Compass (ABC), Hooked, Hitched and Hung Up (ARN/iHeartRadio), One Small Act (PinnaFM), and has done story editing for podcasts such as Untold Stories: Ora (BBC) and Unprecedented (Global UK).

Deadset Studios provide strategy and production services for clients including WNSW, Dementia Australia, Sydney University, Shine Lawyers, VicHealth, and Jobsbank, The company’s led by Kellie Riordan, the creative force behind many of Australia’s biggest podcast hits including Ladies we need to talk, Unravel true Crime, Judith Lucy Overwhelmed and Dying, The Pineapple Project, and Australian Broadcasting Corporation (ABC) most successful podcast Conversations.

Sport Social Podcast Network Secures New Major Brand Partnership

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Sport Social Podcast Network (Sport Social), Europe’s fastest growing dedicated sport podcast network, has secured a new major brand partnership for 2024, advertising across its 400-strong network of podcasts.

Visit Barbados via Mirabelle Communication has selected the network to capitalise on a summer packed with major sporting events, including the 2024 ICC T20 Cricket World Cup. It will be running targeted advertising campaigns through Sport Social’s dedicated cricket shows to reach a wide audience of engaged fans with bespoke content.

It comes as a new report by SiriusXM Media, GroupM and Edison Research finds that US sports fans spend over six hours with audio content each day — two hours more than the average person. Sport Social has historically seen a surge of interest and engagement from podcast listeners during significant sporting events, creating valuable opportunities for brands as fans seek out new ways to engage with their favorite sport. In 2023, the network saw a 96% increase in downloads of its cycling and cricket podcasts during The Ashes and Tour de France respectively.

Partnering with Sport Social for May 2024, Visit Barbados will be the official sponsor for over 30 cricket podcasts. It comes in the run up to matches between England and Scotland in Barbados as part of the 2024 ICC T20 Cricket World Cup. The sponsorship will include host-read ads and advertisements featuring well-known cricket legends, providing bespoke content to numerous shows hosted by Sport Social, such as Wisden Cricket Weekly and Simon Hughes’ The Analyst.

The new partnership came as Sport Social celebrates 12 million monthly downloads, and its recent expansion into Germany and France, as part of its plans for ambitious global growth.

Speaking about the partnerships, Paul Swaine, Brand Partnership Director of the Sports Social Podcast Network said: “Advertising is always evolving and we’re seeing a real shift towards ore targeted means. With podcast advertising, especially on dedicated networks, you can segment audiences into really niche categories, something we find that the brands we work with really value.

Sport podcasts in particular offer a unique opportunity, as they often attract very loyal, very engaged listeners, who are keen to soak up everything about their favorite sports. Our work with Visit Barbados will be focused on helping them tap into this, ensuring they can make the most of the upcoming summer of sport.

Podcast Revenue Growth Slowed in 2023, According to IAB’s U.S. Podcast Advertising Study

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After consecutive years of healthy double-digit growth, podcast ad revenues grew at a slower pace in 2023 posting a modest revenue increase of 5% to $1.9 billion, according to IAB’s U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024 – 2026 Growth Projections.

This was due in large part to a challenging advertising climate that particularly affected mid-tier companies, resulting in losses that tempered the sector’s overall growth trajectory.

The eight annual IAB U.S. Podcasting Advertising Revenue Study, prepared for IAB by PricewaterhouseCoopers LLP (“PwC”), quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2026.

“While a few of the largest podcast companies maintain double-digit growth, mid-tier companies hit a speed bump,” said Chris Brudelere, VP, Insights & Content Strategy, IAB. “But revenue is already bouncing back.”

Podcasting is projected to return to double-digit growth (12%), with revenues of over $2B this year. It is on track to reach nearly $2.6B by 2026. Publishers will fuel growth through various initiatives, including measurement, programmatic, live events, more aggressive show promotion, and the continued development of video podcasts.

Comedy and Sports are Top Performers

Likely aided by shows from notable comedic personalities, comedy’s revenue share grew by four points in the past two years and is now among the most-listened-to  podcast genres, (overtaking news and sports) and gained nearly 300 new advertisers in Q4’23 alone.

Sports is the second most popular content genre for the second straight year, down slightly from 2022 (15%) to 13%.

“Between comedy and sports, consumers are using podcasts to be entertained and delighted – which provides a sanctuary from other serious headlines playing out across the nation and the world,” said David Cohen, CEO, IAB. “It’s where the greatest engagement and subsequent ad dollars are.”

CPG and Retail Brands Boost Revenue

CPG and retail brands revenue was up 4% and 5% respectively since 2022. Advertisers are shifting to digital platforms like podcasting that enable more direct connections with consumers.

Diversity Remains a Unique Strength

The wide variety of subjects podcasting addresses and the rapport between podcasters and their listeners continue to make the medium uniquely attractive for advertisers who need to reach niche audiences.

More than a quarter of podcasting revenues were in the “other” category, such as government, non-profit, pets, home, and more. These individual categories are often small but are so highly targeted that they are very appealing to advertisers who need to reach a niche audience affordably.

The full IAB U.S. Podcast Advertising Study can be downloaded here.

Methodology

A quantitive, online survey was sent to leading podcast industry professionals in February to understand 2022 podcast advertising revenues, revenues by industry category and content genre, as well as forecast revenue growth for the next 3 years, As in prior years, this coincided with a podcast advertising market-sizing to deliver an estimate of the market in the United States, inclusive of any non-survey participating companies.

Submissions For The Second Annual ParaPod Podcast Awards Are Open

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For the second year in a row, ParaPod Podcast Awards are set to celebrate those podcasters and producers creating content in the paranormal genre. This genre includes podcasts covering topics that range from UFO/UAP sightings and extraterrestrial encounters to ghosts, possessions and hauntings, from new discoveries in world history and ancient mysteries, to psychic phenomena and metaphysics, and more. 

Often overlooked by mainstream media awards, these podcasts are just as worthy of acknowledgement and acclaim for their quality, professionalism, and perceived value as content creators in “normal” genres.

“We are thrilled to be celebrating paranormal podcasts again this year,” shares Tony Sweet, founder of ParaPod Festival, and its parent organization, Earthly Beings Foundation. “As a podcast network owner and producer, this genre has always held a special place in my heart – and on my playlist! I’m excited for the continued success of paranormal content.”

In 2023, the ParaPod Podcast Awards gave honors in four categories: Ghost Podcast (Ghost Town), Spiritual Podcast (The Colby Rebel Show), UFO Podcast (UFO Chronicles), and True Crime Podcast (Heart Starts Pounding), as well as awards for Host of the Year (Kaelyn Moore) and Podcast of the Year (Heart Starts Pounding).

This year, the ParaPod Podcast Awards have revisited the titled of their categories and added several more; the 2024 categories are:

  • Best Supernatural Podcast
  • Best UFO Podcast
  • Best True Crime Podcast
  • Best Psychic Podcast
  • Best Personal Transformation Podcast
  • Best History Podcast
  • Best Cryptic Podcast

Awards for Host of the year and Podcast of the Year will also be given.

Submitted content must have been created after January 2023. Podcasts must be at least 10 minutes long without exceeding 90 minutes. Podcasts may be submitted in multiple categories.

Submissions for the 2024 ParaPod Podcast Awards are now open online through July 31, 2024. There is a $15 submission fee.

Click here to submit

Finalists will be announced on Friday, August 2, 2024. Winners will be announced at a digital ceremony in September 2024 (TBD). Winners will receive a ParaPod certificate and other prizes. A full list of prizes and sponsors will be announced closer to the announcement of the Finalists.

ParaPod Podcast Awards is a production of the Earthly Beings Foundation.

Wondery Launches Wondery Ad Analytics

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Wondery, the leading podcast and entertainment company announced the release of Wondery Ad Analytics, a new ad measurement suite to increase transparency, performance, and measurement for podcast advertisers. With over 55 show topping the Apple chats, Wondery has the most #1 global hits of any podcast studio and consistently delivers high-quality, conversation-inspiring content.

With Wondery Ad Analytics, Wondery is positioned to become a leading player in podcast ads measurement, directly addressing requests from advertiser for the types of products and services they want. The new measurement-as-a-service program gives advertising customers direct access to actionable campaign insights from trusted third-party providers. 

Wondery Ad Analytics includes six measurement products, and over a dozen third-party vendors, supporting US and non-US locales, making it one of the most comprehensive podcast ad measurement programs available in the industry including solutions for Brand Lift, Web Lift, Retain Traffic Lift, Offline Sales Lift, Brand Safety & Suitability, A/B experimentation and more.

Wordy is collaborating with measurement providers to build new features and bring first-to-market opportunities to advertisers. For example, Wondery is working with Barometer to improve transparency in brand safety by offer advertisers these first-to-market offerings:

  • Providing advertisers with brand safety and suitability ratings for non-English content with Barometer. This is the first-of-its-kind partnership improves transparency and accountability for non-English podcasts in the US, MX, BR, and DE.
  • Wondery is partnering with Barometer to enhance the Creator Intelligence solution by allowing podcast hosts to opt-in to share preferred identities and identity groups. By providing visibility into host identities, advertisers can proactively support a diversity of creators and align brand messaging with a diversity of hosts and audiences.
  • Wondery is the first publisher with cross-platform (i.e., video podcast) content uploaded into Barometer for brand safety ratings of visual and audio content. This feature will flag offensive language, conversations, words within audio as well as offensive visual elements for video podcasts.

Notably, Wondery Ad Analytics will also be working with Upwave on brand lift offerings, to create a direct data integration which allows measurement of baked-in and dynamic ads without the use of a pixel or URL pre-fix, making Wondery the first podcast publisher to ever measure baked in ads this way with Upwave.

These innovations support the growing need for customers to prove their impact, performance, and return on advertising dollars spent,” said Alyson Sprague, Head of Ad Measurement at Wondery. 

“Wondery is committed to improving data transparency, quality, and performance for advertisers through these first-to-market services, giving advertisers greater media planning controls, and has the potential to improve performance. The news of Wondery’s alliance with Barometer and first-to-market ad analytics offerings demonstrates Wonder’s commitment to serving its advertisers’ custom needs.”

About Wondery

Wondery is a podcast studio known for character-driven, binge-worthy stories including Dr. Death, British Scandal, Even the Rich, and Business Wars, and distribution of hit partner shows  SmartLess, Morbid, and How I Built This.

Wondery was behind six of the “Top 25 New Shows of 2023”, according to Podtrac, including Ghost Story, Exposed, and Stolen Hearts. Over 55 shows from Wondery have hit No. 1 on Apple Podcasts, including Scamfluencers and Stolen Hearts.

Many Wondery podcasts have been adapted for scripted television or streaming series, including Dr. Death and Joe vs Carol on Peacock, The Shrink Next Door, and WeCrashed on Apple TV+, and upcoming Gladiator and Dying for Sex for FX. 

Wondery has gained critical acclaim and commercial success for its immersive approach to sonic, emotionally driven storytelling. The Wondery app offers a unique, personalized podcast listening experience, including access to its premium ad-free offering Wondery+. With Wondery+, fans experience early access, exclusive shows and episodes, and ad-free listening.

Mission Based Media Welcomes Amanda Brown

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Mission Based Media, an integrated digital media and health content company specializing in podcasts, is excited to announce the appointment of Amanda Brown to its Strategic Advisory Board. With more than 15 years of experience as an executive in various media sectors, Amanda bring a rich background in strategy, content creation, and team management across audio digital, print, and television platforms.

Amanda brings a deep understanding of the audio-first media environment, having served the Chief Operating Office at Campside Media in New York. Prior to Campsite Media, Amanda built comprehensive audio slates for both Westbrook Inc in Los Angeles and Audioboom in New York, London, and Mumbai. Amanda is founder of Podcast Live, and is the executive producer of an in-person and exclusive 90-minute interview with former Secretary of State Hillary Clinton and Cherie Blair, CBE KC.

Amanda’s exceptional track record as a foreign correspondent for NPR, BBC Radio 4, and RTÉ, along with her television and print journalism, enriches her unique perspective on audio storytelling. She raised £5 million in fundraising as CEO and co-founder of SONR, an AI software for journalists. Amanda specializes in documentary in audio and received an Amnesty International Award for her radio documentary on immigration.

“Amanda brings a deep understanding of the audio-first environment to our team,” said Dan Kendall, CEO and founder of Mission Based Media. “Her exceptional track record in audio programming and her visionary leadership in the podcasting industry are invaluable assets that align perfectly with our mission. We look forward to Amanda’s insights as we continue to expand our library of health content and accelerate our distribution channels.”

“I am excited to join Mission Based Media, where the focus on health and wellness content along with powerful storytelling resonates deeply with my professional values and personal goals,” said Amanda Brown. “I look forward to working alongside Dan and the rest of the team to create stories that both inform and empower listeners on their health journeys.”

About Mission Based Media

Mission Based Media is an integrated digital media and health content development company specializing in podcasts. Our mission is to engage, educate and empower listeners with health information that is trustworthy, accurate and objective. With insights from leading health experts and authentic stories from diverse patient and caregiver perspectives, we bring vital health conversations to life.

Lorna Clarkson Joins Audiocraft As Head Of Production

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Audiocraft, Australia’s leading podcast production company, welcomes Lorna Clarkson as its new Head of Production.

With over three decades of experience in music curation, broadcasting and audio storytelling, Clarkson joins Audiocraft after her recent role as Head of LiSTNR Parenting and Kids Entertainment. Innovation has always been at the heart of Clarkson’s work, part of the founding team of Kinderling Kids – Australia’s first broadcast radio station for children and families.

Clarkson not only designed the trailblazing music rotation (tailed to kids AND their grown-ups), but went on to create Kinderling’s suite of award-winning children’s podcasts, including Busy Bodies, The Fact Detectives and Bedtime Explorers (with over 30 million downloads… and counting). Her wealth of experience and passion for podcasting heralds and exciting new chapter for Audiocraft.

At Audiocraft, Clarkson’s leadership and oversight across their podcast productions will ensure the company continues to create sound rich and immersive storytelling in the rapidly evolving landscape of digital media.

Commenting on Clarkson’s appointment, Audiocraft’s Founder and CEO Kate Montague expressed enthusiasm for the future: “Lorna’s track record of creative excellence and her commitment to audio storytelling make her the perfect fit for Audiocraft. She’s a true innovator and we’re thrilled to welcome her aboard as we embark on our next chapter of growth.”

Clarkson herself is eager to embark on this new adventure: “Joining Audiocraft represents a fantastic opportunity to create innovative audio experiences, whilst amplifying the voices and stories that matter most. I am honored to join such a dynamic and forward-thinking team, and I look forward to collaborating with creators to push the boundaries of audio storytelling.”

About Audiocraft

Audiocraft is Australia’s leading podcast production company. Driven by a passion for the radio medium, their versatile and award-winning team work across a variety of genres including crafted weekly formats, documentaries, conversation podcasts, audio fiction, and immersive audio experiences.

Known as excellent collaborators who deliver high quality work, Audiocraft have produced series for commissioners including Audible, Spotify, ABC, Listnr, and SBS, and organizations including the Sydney Opera House, the Art Gallery of NSW, the Australian Museum, the Museum of Arts & Applied Science, Red Bull and The Ethics Centre.

Andy Bush And Guestimators Team Launch Lock It In Studio

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The team behind Guestimators, the breakthrough podcast quiz presented by Absolute Radio’s Andy Bush, have launched Lock It In, a full-service production studio specializing in talent-led, comedy and entertainment podcasts.

Focusing on podcasts that are inspired by the nuances of British culture, Lock It In will be working with platforms, talent and brands on everything from concepts and content strategy through to production, monetisation and promotion.

Bush, the voice of Hometime for 2.2m listeners, is an equal partner in the business alongside Will Nichols (former VP, Content Development at Universal Music) and Matt Cutler, the sports journalist behind ground-breaking documentary The Pirates vs The Premier League.

The trio launched quiz platform Guestimators in November 2023. It’s twice-weekly podcasts distributed by Keep It Light Media, has features celebrities including Mel Giedoyc, Bob Harris, Rosie Holt and Lloyd Griffith, while its loyal community of thousands plays the quiz every week.

Lock It In already have a number of podcasts in production including the kitchen-based My Life In Mugs; Ethan Lawrence’s Best Brits, which ranks regional celebrities and historical figures; Horsemeat Lasagne, an exploration of the 21st century’s strangest scandals; the folklore story-telling Celtic Whispers; and the football-focused Away Days.

Mamamia Announced Natalie Harvey As New CEO

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Mamamia announces the appointment of Natalie Harvey as Chief Executive Officer. Harvey joined Mamamia in the role of Chief Revenue Officer in January this year and will move into the CEO role on June 1st, taking over from Co-Founder and CEO Jason Lavigne, who shifts into the role of Executive-Chair.

Jason Lavigne said: “Mamamia is already the undisputed Australian super-charged channel for women, and we have a strategy for far more significant growth over the near term, in media, and digital products and services.

I’ve spent several years looking for the right person to be the next CEO of Mamamia and I knew from the first meeting with Nat Harvey that she was the one. With more than 20 years experience on both publisher and Media Agency sides, she is an exceptionally talented executive who shares the values and vision upon which Mia and I have built Mamamia.

Having led the business through 16 years of growth, powered by many of the most dedicated and talented people in the industry – it’s now time to hand the wheel to Nat as we enter this next exciting chapter.

While I’ll continue to work closely with Nat and our executive leadership team, I look forward to having space from the day-to-day running of the business to focus on the many non-BAU growth opportunities in front of us.”

Natalie Harvey said: “Mamamia has been an industry-leading pioneer in digital media since it began and is unquestionably the leading women’s media brand in Australia. After an incredibly successful 16 years, we are ready to accelerate quickly into the future. No one understands women like Mamamia and we have the greatest opportunity of any publisher in Australia to scale up. We have huge reach and unrivaled influence. I am humbled and grateful to be leading the amazing Mamamia team into this next era, and continue to live our purpose of making the world a better place for women and girls.”

About Mamamia

Mamamia is Australia’s #1 women’s media brand, reaching over seven million Australian women monthly across articles, podcasts, social media, live events and online courses. Mamamia’s founding purpose is to make the world a better place for women and girls.

Libsyn To Take The Stage With Nick Viall & ABC Audio At the 2024 IAB Podcast Upfront

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Liberated Syndication Inc. (“Libsyn”), announced its presence at the 2024 IAB Podcast Upfront. The IAB event is designed to preview new podcast shows and highlights their ability to engage listeners and authentically align with advertisers.

Leaders from Libsyn Ads, the world’s premier podcast advertising network, will host a panel discussion with Nick Viall, host of the award-winning The Viall Files podcast, and Liz Alesse, Vice President of ABC News’ ABC Audio, on unlocking the magic of podcast advertising.

Additionally, Libsyn released its April 2024 Podcast Advertising Rates, including the highest and most accessible CPM categories. Libsyn releases these figures monthly to promote greater transparency in podcast advertising.

IAB Podcast Upfront Session

The newly rebranded Libsyn Ads is the top one-stop destination for brands and agencies to access high quality, brand safe, engaging podcast content at scale. With hundreds of exclusive podcasts and thousands of participating shows, advertisers can tap into Libsyn Ads’ highly sought-after podcast inventory, as well as benefit from our unmatched specialist expertise, advanced targeting solutions, outcome based measurement capabilities, and brand safety and suitability tools.

“Podcasting has become a driving force in advertising, captivating more than 135 million Americans monthly with engaging content from diverse creators spanning every genre,” said Dave Hanley, Chief Revenue Officer of Libsyn. “This Upfront season, as Libsyn takes the IAB stage with our esteemed partners, we’ll showcase the power of podcasting with it’s new ad formats and capabilities, and offer actionable insights on how brans can forge genuine connections with audiences – and how it outperforms other channels in driving consumer action.”

The Magic of Podcasting: How Brands Are Finding Success with the Right Podcast Partners Thursday May 9, 2024 | 11:40 a.m. – 12:00 p.m. EST | etc. venues at 360 Madison Avenue & IAB.com

Podcast advertising has emerged as a powerful medium for brands, offering measurable results and captivating storytelling opportunities. It’s poised for accelerated growth, serving as both a brand awareness and direct response channel. However, it’s a highly complex and fragmented landscape for brands and marketers to navigate – highlighting the importance of trusted partners.

Join Libsyn Ads and our advertising partners – The Viall Files, the acclaimed pop culture podcast hosted by Nick Viall, and ABC Audio, the premier network of on-demand audio content focused on lifestyle, culture, and entertainment – as they share lessons learned from their podcast advertising journey for driving audience growth and advertising outcomes. Join us to unlock the magic of podcast advertising!

Speakers:

* Liz Alesse, Vice President, ABC Audio, ABC News

* Stephen Pickens, SVP, Host Read Advertising Sales, Libsyn Ads

* Anthony Savelli, SVP, YouTube & Influencer Advertising Sales, Libsyn Ads

* Nick Viall, Host, The Viall Files

April 2024 Podcast Advertising Rates

The following rates, which are denoted as cost per thousand or CPM, are published monthly by Libsyn Ads, which provides comprehensive podcast advertising for creators, advertiser, and agencies. The Company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle. The data is derived from actual sales data across Libsyn Ads’ network of thousands of shows.

For April 2024, the average CPM rate was $21.75 for a 60-second ad spot. That figure is sightly lower than last month (March 2024 avg. CPM rate $21.94), and the same month last year (April 2023 avg. CPM rate: $22.76).

The three highest CPM categories in April based on delivered advertising were:

Technology: $27

Education: $25

Comedy: $24

Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include Games, Kids & Family, Religion & Spirituality , which averages around the high teens to low 20s in April.

Historical monthly CPM rates can be fond on the Libsyn Ads website at: https://advertising.libsyn.com/podcast-advertising rates.

About Libsyn Syndication

Celebrating our 20th year in podcasting, Liberated Syndication Inc. (“Libsyn”) is the leading all-in-one podcasting platform for creators and advertisers to host, distribute, monetize, amplify, and measure their audio and video content. The Company hosts more than 75,000 shows and delivers over 8 billion downloads to listeners globally.

Libsyn Ads offers industry-leading podcast advertising solutions, serving as a comprehensive ad buying and management offering for creators, advertisers, and agencies to initiate and manage highly targeted campaigns across thousands of shows. Visit libsyn.com or investor.libsyn.com for more information on the Company and the platforms that it powers.