Month: February 2025

Wondery Extends Relationship With Wow In the World

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Trailblazing podcast studio Wondery, and audio-first children’s media company, Tinkercast, extended their deal to continue establishing top kids & family podcast Wow in the World, a the first 360° franchise originating from a podcast.

Under the extended deal, Wondery has exclusive distribution, merchandise, ad sales, and YouTube distribution rights for Wow in the World and all Wow in the World-branded podcasts, including WeWow and Two Whats?! And a Wow! In addition to distributing new episodes of Wow in the World and it podcast extension, Wondery+ will continue to release new episodes ad-free and one week early.

Created by Tinkercast and hosted by renowned podcast pioneers and New York Times-bestselling children’s book authors Guy Ray and Mindy Thomas, Wow in the World is a beloved part of family routines everywhere.

In 2025, Wow in the World celebrates its 10th season with special guest appearances, mash-ups with other well-known characters and celebrities, and brand new WOW episodes for its most “bonkerball” season yet! This Fall will also see the release of Wow in the World’s landmark 250th episode, which will be a special musical episode.

Wow in the World is hitting the road this year with the return of Make It Wow! live tour . Hosted by Mindy Thomas and Carly Q. Ciarrocchi (Who, When, Wow: Mystery Edition), Make It Wow! Is a fact-paced science-packed, laughter-inducing, interactive live game show where real kids are the stars. The tour kicks off in Bethesda, MD on March 29 before heading to Denver, CO in April 6. Additional cities and dates will be announced in the coming months.

Wow in the World fans can also look forward to the latest release from the franchise’s #1 New York Times-bestselling book series. Releasing this October from HarperCollins, the new book, Dinosaurs Are Wow: A Roaring Thunder of Prehistoric Wonder, will transport readers back to a prehistoric world filled with colossal creatures, dense jungle, and explosive volcanoes. Packed with eye-popping illustrations, quizzes, jokes, astounding facts, and more, this book is reader’s ticket to a roaring adventure through time!

Building off last year’s momentum across toys, books, and live events, Wondery will further expand the Wow in the World line of STEM toys and figurines — the first every toy line based on a podcast — to deliver more moments of that WOW! 

The Wow in the World toy line made its retail debut in Fall 2024 with a range of STEM toys, figurines , and more that connect laughter to learning and children to the world around them. These timeless toys and play patterns were reimagined for today’s kids by leveling up their play via unique features and companion audio recorded by Wow in the World hosts Guy Raz & Mindy Thomas  — an industry first for a toy line.

“The Introduction of the first-of-its-kind Wow in the World toy line last year reinforced how well the podcasts complement families’ daily routines, including playtime,” said Nicole Blake, Chief Brand Officer at Wondery. “As we continue to work with the team at Tinkercast to elevate and evolve the Wow in the World franchise, we are looking to collaborate with partners who create innovative products that spark kids’ curiosity and provide new ways for them to engage with the IP beyond the podcast.”

Studio71 Podcast Network Launches New Ad Product For Scaled Reach And Enhancing Audience Targeting

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Studio71, a global leader in digital media, is introducing awareness driven network-wide buys to its podcast network, empowering advertisers to reach targeted audiences at scale. Already a proven strategy across Studio71’s YouTube and OTT/FAST channels, this expansion allows podcast advertisers to seamlessly and precisely engage key audience segments.

These awareness campaigns mark a shift from the traditional direct response advertisers focused on individual shows, and it opens up a new category of brand partnerships that were under-represented in the podcasting space. By leveraging advanced targeting capabilities across its podcast network, Studio71 allows brands to connect with specific demographics while reaching broader audiences.

For example, Studio71 launched network-wide campaigns focused on key audience demographics across multiple shows, such as Bald and the Beautiful with Trixie and Katya, Donut Media’s Past Gas, and Juicy Scoop with Heather McDonald. While the genres of the shows vary, Studio71 was able to target key audience overlaps, which were calibrated in real time during flights, driving meaningful business outcomes for brands.

Studio71’s podcast network experienced remarkable growth in 2024, increasing its listenership on Spotify by 48%. Known for its ability to scale content across audio and video platforms, Studio71 has been successfully selling across both formats. This underscores the company’s ability to provide scalable, high-impact advertising opportunities across a diverse slate of over 100 creator-led shows.

The company has achieved similar success with YouTube direct media buys for its creator network, which includes over 1,800 premium channels and over 14 billion monthly views.

“Audience-level targeting is transforming our advertising strategy, moving beyond per-show campaigns to provide deeper insights and measurable impact across multiple podcasts,” said Matt Crowley, Co-CEO of Studio71. “These awareness campaigns open up a new category of advertising for our podcast, like Bald and The Beautiful, Past Gas, and Juicy Scoop.”

According to Nielsens’s 2024 Podcast Brand Impact Database, podcast ads boost significantly brand awareness, with 70% of listeners recalling a brand and 60% researching the product afterward. Studio71’s ad insertion process ensures precise and transparent ad performance metrics, such as confirmed impressions and detailed audience insights. 

This allows Studio71 to provide advertisers advanced solutions that combine the personal touch of traditional podcast ads with the precision of modern digital marketing.

Currently, Studio71’s network leverages a massive social reach of over 200 million engaged followers across platforms like Spotify, YouTube, Twitter, Instagram, and TikTok. The company provides creators with distribution, podcast advertising management, integrated brand partnerships, and targeted marketing efforts.

NZ Podcasting Summit 2025 – Date Set In Auckland NZ

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The NZ Podcasting Summit returns for 2025. A day of Aotearoa, podcast producers, presenters, practitioners, and providers to meet, collaborate, learn, and grow.

Saturday May 10, 9am — 4:50pm. AUT University WG Building, Auckland Central

Event Highlights include:

Speakers & Panelists: 13 people across six themed sessions, including Guyon Espiner, a journalist with over 30 years of experience, and Sonia Gray, actor, presenter, and producer of “No Such Thing As Normal” sharing insights into their podcast projects.

Panel Discussions: Engage with industry experts like Ethan Sills, Podcast Production Manger at NZME, and David Fisher, investigative journalist and host of Chasing Ghosts: The Puppeteer as they dele into topics ranging from investigative podcasting to production techniques.

Networking Opportunities: Interactive sessions in the morning include “Mic Breaker”, hosted by comedian Alan McElroy, and “Mic Drop Marathon,” a group effort to record as many most hosts and guests as possible on a single podcast episode.

Advice & Expertise: Gain practical knowledge from sessions like “Starting $ Growing a Podcast Business in New Zealand,”

Schedule Overview:

9:00 AM: Event Opens — Registration and networking over tea and coffee

9:50 AM: Welcome Addresses by AUT and Summit organizers

9:50 AM: Session 1 — “Podcasting the Personal” with Sonia Gray

11:00 AM: Session 2 — “Mic Breaker” hosted Alan McElroy

11:50 AM: Session 3 – “Mic Drop Marathon” presented by Free FM

1:45 PM: Session 4 — “Starting & Growing a Podcasting Business in NZ (Panel Session)

2:40 PM: Session 5 — “An Assortment of Experts” presented by RØDE (Panel Session)

3:55 PM: Session 6 — “Investigative & Advocacy Podcasting (Panel Session)

4:50 PM: Event Concludes

Persephonica Adds Fire Power To Leadership Team With Appointment Of BBC Sounds Commissioner

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Persephonica, the award-winning UK production company behind hit podcasts Miss Me? And Dua Lipa: At Your Service, has appointed Fiona Hanlon as Managing Director, to lead its entertainment expansion.

Fiona brings 17 years of experience at the BBC where she worked with major names including Maya Jama and Scott Mills. She played a key role in the success of the Radio 1 Breakfast Show with Nick Grimshaw, shaping its creative direction and audience engagement.

Following her time at Radio 1, Fiona was part of the launch team for BBS Sounds, where she led the commissioning of popular music formats such as Pop Top Ten with Rylan and Scott, which was visualized for iPlayer. Fiona also developed companion content for hit TV series such as Peaky Blinders, Normal People, and Killing Eve.

At Persephonica, Fiona will grow the company’s entertainment stage, continuing its winning streak of launching habit-forming shows with A List talent, which connect with millions of listeners. 

The industry-leading company has pioneered in the field of podcast visualization, from its work on The News Agents to Miss Me?, reaching millions of viewers on YouTube. Persephonica has also expanded into live events, with two sell-out shows at London’s Hackney Empire in March. Fiona will continue to grow commercial opportunities for their formats on social media, and in front of live audiences.

This news of Fiona’s appointment comes straight off the back of two awards for Persephonica’s flagship current affairs show, Political Currency, at the inaugural Political Podcast Awards.

Fiona Hanlon says: “Persephonica has built an excellent reputation for working with world-class talent to create standout podcasts. I’m excited to lead the next phase of growth, expanding our entertainment slate, and developing fresh, innovative formats, fronted by hosts that have a special connection with their fans.”

Dino Sofos, Persephonica CEO, says: “Fiona joins at a key moment for the company, as we prepare to launch major new original shows in the UK and beyond, with a focus on bold formats, big talent and premium visualization. Fiona has an eye for spotting gaps in the market and matching top tier hosts with unique ideas. We are incredibly lucky to have such a creative powerhouse leading Persephonica into an exciting new chapter.”

Podscribe Launches Enhanced “Double Device Graph” for Updated Measurement Accuracy

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Podscribe, a leader in podcast attribution and incrementally testing, announces the expansion its device graph capabilities by combining Tapad (Experian) and Neustar (TransUnion) Device Graph technology. This enhancement delivers unprecedented scale and accuracy in audience measurement.

Key Advancements 

The enhanced Double Device Graph achieves:

  • 85%+ US household match rates
  • 3x increase in digital identifiers for matching
  • Higher confidence matches through dual-graph triangulation
  • Improved conversion tracking through expanded digital identifier coverage

Expanded Audience Intelligence 

Through the TransUnion partnership, Podscribe now provides comprehensive Neustar audience segments, enabling advertisers and publishers to:

  • Access detailed household demographics and behaviors
  • Track segment-specific campaign performance
  • Identify top-converting audience segments
  • Match advertisers with optimal podcast audiences
  • Create targeted content based on verified listener profiles

“By combining the two leading US device graphs, we’re setting out a new standard for measurement accuracy in podcast advertising,” says Matt Drengler. “Our clients can now make decisions based on actual listener behavior, not assumptions.

Availability 

The enhanced Double Device Graph capabilities are available immediately for all Pudscribe measurement clients.

About Podscribe

Podscribe specializes in attribution and incrementally testing for podcasts, streaming, and beyond. Leveraging pixel-based tracking and household-level data, Podscribe delivers actionable insights, empowering advertisers to measure true campaign strategies, and confidently report ROI.

Mercury Launches Game-Changing New Podcast Network for Independent Creators

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Mercury, a new UK-based podcast network, has officially launched. It is designed to support the unique needs of independent creators looking to grow and monetize their podcasts.

Since onboarding its first show in November, Mercury has already sold over one million ad impressions, and boasts over 500,000 downloads per month.

It’s initial roster represents independent shows across entertainment, history and leisure ranging from four to six-figure downloads per month. Additionally, Mercury plans to launch a slate of original titles to launch a slate of original titles over the coming year, and is also in development with two prominent true crime podcasters on a new show to launch in late 2025.

Mercury’s ambition is to represent the world’s best independent podcasts and creators. It’s offering differs from other networks, with a strong focus on ensuring podcasters keep full control of their content. Benefits include direct involvement and sponsorship decisions. Mercury also promises a more personalized approach than other networks, prioritizing ‘value over volume.’

Mercury is founded by Liam Heffernan, an award-winning independent podcaster from the UK, whose own shows include: America: A History. He has previously worked for companies including Auddy and The Podcast Boutique, and was featured on Podpod’s 30 Faces to Watch list, touted as a future industry leader.

“As an independent podcaster myself, I know that the biggest challenge facing creators isn’t content’ it’s time and resource,” says Liam. “Current networks are failing to address these needs, and are failing to offer a truly valuable network proposition to those podcasters who are big enough to monetise but need support, and don’t want to surrender control over their show for it. This shouldn’t be a compromise.”

“In Mercury, we have revolutionized what it mean to be a podcast network. It places value over volume, it puts content before ads, and it puts creator support at the very heart of its offering. By coming at it from this mindset, we’ve been able to hit the ground running an go toe to toe with the biggest networks for the best independent shows and creators out there … and we’re winning.”

“Passion is something you can find in abundance in the independent podcasting space. We wouldn’t take time out of our busy life to create podcasts unless we had the passion for the subject,” says Em McGowan, co-founder of the Independent Podcast Awards and host of Verbal Diaorama.

“Film history is mine, and I wouldn’t be making episodes almost six years later if I still didn’t have that passion. But no-one said it was easy, and it remains just as tough to be an indie podcast as it has ever been.”

“What drew me to Mercury was that passion for independent podcasts. It was clear from the get-go that Liam was eager to have a Verbal Diorama aboard, and passionate about increasing its visibility in an often crowded space. As an independent podcaster himself, he understands the issues we face. I have big goals for Verbal Diorama; joining Mercury is one step closer to me achieving them.”