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ARN’s iHeart And Magellan AI Reveal Australia’s Top Podcast Advertisers For Q2/2023

~ jen

ARN’s iHeartRadio Australia and Magellan AI have revealed the top 15 brands advertising on Australian podcasts for Q2 2023, with Amazon topping the list.

Overall, Q2 spending on Australian podcast advertising grew by a huge 64% year on year, indicating a clear trend of brands increasing their investment in podcast advertising. The report found that all podcast genres continue to see an uplift in investment in podcast advertising. The report found that all podcast genres continue to see an uplift in investment, with a marked increase into the biggest categories Society & Culture (up 48%), News (up 49%) and Comedy (up 127%). Growth in brands embracing the undeniably engagement of True Crime content has also hit new heights, up 116% year on year.

Cory Layton, ARN’s Head of Digital Audio, said: “Podcasts are Australia’s fastest growing mass medium with brands utilizing its soaring engagement to connect with audiences in a more intimate and engaging way. The surge in Australian podcast advertising spending by 64% underscores a compelling shift towards a medium that’s as diverse as it is impactful.”

The report, which uses the latest artificial intelligence technology, analyses thousands of episodes from 400+ of Australia’s most popular podcasts to determine the top brands advertising in this rapidly growing medium.

The Q2 2023 list of top spenders on Australian podcast advertising features brands from a broad range of categories including online retailers, telco and entertainment, with Amazon, McDonalds and nib Group the top 3 ad spenders.

AUSTRALIAN TOP 15 PODCAST ADVERTISERS

  • Amazon
  • McDonald’s
  • nib Group
  • L’Oreal
  • Kimberly-Clark
  • Uber
  • Telstra
  • Flight Centre
  • Wise
  • Bupa
  • Hydro Tasmania
  • Vodafone
  • Flutter Entertainment
  • Cashrewards
  • Peloton

Fast Growing Global Sports Podcast Network Signs US and Australian Partnerships

~ jen

Sport Social Podcast Network (Sport Social), one of the UK’s leading podcast networks, has bolstered its advertising offer in US and Australian markets through two new global partnerships.

This includes a partnership with US-based sports podcast network company Blue Wire, which features podcasts on its network from creators across a range of sports including baseball, basketball and football, with works with world class athletes to grow their audio platforms. The other partnership is with ARN, a leading Australian broadcast and on-demand audio company, which is home to several award-winning podcasts in every genre.

Blue Wire and ARN will be able to offer their clients the opportunity to advertise through Sport Social’s popular sports podcasts, getting access to a growing listener base.

This partnership with Blue Wire also means that Sport Social can offer the brands it works with advertising space on podcasts hosted through Blue Wire.

Since launching in 2021, Sport Social has developed a strong network of sports content creators and podcasts, now generating 7.5 million downloads a month. This includes the official podcasts of Manchester City and West Ham, and popular shows Seaman Says and the Geraint Thomas Cycling Club.

Sophie Hind, managing director at Sport Social, said: “It’s a huge milestone moment for us to be working with Blue Wire and ARN, both leaders in their markets who share our passion for audio and sport-focussed content.

“All parties can give advertisers wider access to global audiences and offer greater value for the podcast creators we work with, helping them access more potential sponsorship options from new brands.”

Henry Ettinger, director of network growth at Blue Wire, said: “We’re delighted to be partnering with Sport Social. For us, this partnership is a no-brainer; not only will it maximize revenue for both networks, it will also maximize revenue for all our podcasters too.

“The team at Sport Social are innovative and hungry, and this partnership is another example of how we can work together to propel our companies and the industry forward.”

ARN Research Demonstrates The Power Of Podcasting Advertising

~ jen

ARN’s neurolab has released its latest piece of research that delves into the power of podcasts and highlights how brands can leverage this premium audio space.

Titled: “Intimacy Never Sounded So Good,” the study was led by ARN’s Research & Neuroscience Specialist, Dr Tribikam Thapa (Rana), and ARN’s Director of Research & Insights, Justin Stone. The study used cutting-edge neuroscience and sensor technology to understand what happens to our brains when we listen to podcasts, and how these changes influence behavior.

The results showed that podcasts garner 44% more mental availability than other digital channels, with advertising also viewed to be 30% more trustworthy when heard on podcasts rather than when seen on social platforms.

Overall, podcast listening was found to develop better memories than other digital channels tested, with the study highlighting three key recommendations for brands and advertisers looking to make deeper connections with listeners:

Be Intimate – businesses should consistently implement a human voice as part of their digital strategy to get closer to audiences. This is amplified if the voice is familiar to them, allowing advertisers to capitalize on emotional triggers elicited by the familiarity of a talent’s voice.

Be Heard – businesses can benefit from the high levels of memory encoding and retrieval during podcasts, while maximizing engagement and attention cut through with post-roll advertising.

Be Seen – campaigns that use audio priming improve the attention people pay to ads on social media by +82%. This opens the door to the total campaign being remembered and connected.

Dr Tribikam Thapa (Rana), said: “This latest research demonstrates that podcasts provide an exceptional audio space for uninterrupted cut-through with the added advantage of nurturing existing consumer relations and fostering new connections. This is evidenced by increased attention, high quality memories, and strong levels of trust for what listeners hear in podcasts compared to what is seen in other digital media platforms. Businesses should consider podcasts in the mix at at creative campaign level to future brand image, increase brand connectivity, ensure brand safety, and improve brand salience.”

This is Dr Thapa’s first research release since joining ARN in December 2022. Holding a Bachelor’s and Master’s degree in Physiotherapy and a PhD in Neuroscience. Dr Thapa has taught various courses related to Research Methodology, Human Anatomy, Neuroscience, and Epidemiology. Dr. Thapa also served as a Research Fellow at Monash University for three years, where he utilized brain imaging and stimulation techniques to investigate brain function and physiology. 

About ARN’s neurolab:

ARN neurolab – the first in-house media research initiative of its kind in Australia – was launched in late 2020 to provide commercial clients and the audio industry with the most comprehensive insights into audio to-date. ARN neurolab works with clients to evaluate and optimize impact across radio, music streaming, and podcasts, enabling clients to strategically plan audio that builds brands effectively, influences behavior, and maximizes creative impact across the audio stack.

 

ARN’s iHeartPodcast Network Australia and Audioboom Announce Renewed Multi-Year Partnership

~ jen

ARN’s iHeartPodcast Network Australia announced the extension of its commercial partnership with leading podcast network, Audioboom. The renewal of this successful podcast proposition for brands and advertisers alike.

As a market-leading podcast platform, Audioboom’s mission is to power podcasting for creators and brands globally. Audioboom’s impressive podcast slate includes: Casefile True Crime; No Such Thing As A Fish; True Crime with Kendall Rae; F1: Beyond The Grid; Murder, Mystery & Makeup; The Tim Dillon Show; and more. Audioboom is is the 4th largest podcast publisher in Australia with more than 7.2 million downloads last month.”

Audiobooms CEO, Stuart Last, said: “With Australia’s deeply engaged podcast audience and ARN’s proven capabilities, furthering this strategic relationship will provide our creators with the best commercial opportunities in the region – a key component to Audioboom’s global podcast strategy.”

ARN’s Head of Digital Audio, Corey Layton said: “For over three years, Audioboom has been central to our offering. Led by Australia’s biggest true crime podcast, Casefile, we’re thrilled to have extended our partnership, bring their high-quality content to listeners and brands alike.

Podsights Reports ARN’s iHeartMedia Australia Outperforms Global Benchmarks

~ jen

Findings from the Q3 Podsights Benchmark Australian Report show ARN’s iHeartPodcast Network Australia continues to be the market-leader in advertising effectiveness, with conversion rates outperforming global standards by a significant margin.

Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast Network’s audiences.

The report examines data gathered from October 2021 – September 2022. Key findings from the benchmark report and additional analysis include:

  • iHeartPodcast Network’s advertising conversion rates continue to be higher than social and digital channels, including Facebook, Twitter, and more.
  • Australian campaigns are getting bigger, with ad spend up to 54% year on year.
  • When breaking down global conversion rates by industry, retail, education and fashion categories experienced the strongest Q3 attribution results.
  • When breaking down global conversion rates by industry, retail, education and fashion categories experienced the strongest Q3 attribution results.
  • 81% of Podcast campaigns placed advertising in either pre or mid-roll spots, with mid-rolls outperforming pre-roll conversion rate by 4%.
  • iHeartPodcast Network Australia recorded 5.4 million listeners in September 2022, resulting in 24.8 million downloads equating to an average of 4.6 downloads per listener.

Podsights brings the tools of digital reporting and attribution to podcasts, enabling clients to monitor and measure the effectiveness of podcast advertising in real-time using a specialized dashboard. These capabilities are included in every iHeartPodcast Network Australia campaign.

ARN’s Head of Digital Audio Corey Layton said, “Australian podcast campaigns continue to drive higher conversion rates that set the global standard. It’s a testament to the execution of our creative and talented voiced campaigns that outperform other social and digital channels.”

ARN’s iHeartPodcast Network Celebrates 30th Consecutive Ranker At #1

~ jen

ARN’s iHeartPodcast Network has been named Australia’s #1 podcast publisher for the 30th consecutive ranker report, while also achieving record downloads, regaining the top ranked podcast, and holding half of the top 10 shows.

Results from the October ranker show the network delivered a combined total of 5.6 million listeners (up 4%) and 26.6 million monthly downloads (up 7.5%), the highest number of downloads ever achieved.

ARN’s iHeartPodcast Network continues to hold half of the Top 10 most listened to podcasts in the country – more than any other publisher – including Casefile. The popular true crime podcast from Audioboom has regained the #1 overall slot with 993,418 listeners and over 2.9 million downloads, making it the most downloaded podcast in the ranker.

Life Uncut with Brittany Hockey and Laura Byrne moved up to #3 overall (#1 Entertainment), increasing its audience by almost 60,000 listeners to 479,601, with nearly 1.66 million downloads.

Kyle & Jackie O also moved up one place to #5, maintaining its position as the #1 Catch-up podcast, with 390,678 listens and 1.65 million downloads.

Stuff You Should Know moves into #6 overall (#1 Knowledge) with 352,026 listeners and 2.83 million downloads; and The Imperfects continue to move up the ranker, finishing at #8 (#1 Health & Fitness) with 281,722 listeners and 611,402 downloads.

Other standouts include No Such Thing As A Fish (Audioboom) at #17 and She’s On The Money at #25 (and the ranker’s #1 Finance podcast); while the biggest rise on the ranker was from Will & Woody, with the Catch-up podcast jumping 47 places to #93.

ARN’s Head of Digital Audio, Corey Layton, said: “Today marks a significant milestone for the iHeartPodcast Network, holding the #1 Publisher spot for 30 consecutive rankers. Our incredible slate of podcasts continues to engage Australian audiences, leading to our highest ever downloads.”

Overall, ARN’s iHeartPodcast Network represents 45 of Australia’s top 150 most popular podcasts.

Australian Podcast Advertising Leaps Ahead

~ jen

ARN’s iHeart has shared new data from Magellan AI, which has revealed the top 15 brands advertising for Q3, 2022 across the podcast landscape nationally.

Using the latest in artificial intelligence technology, the report is based on analyzing thousands of episodes from 400+ of Australia’s most popular podcasts for Q3 2022 to determine which brands are advertising in the rapidly growing medium.

Overall, spending on Australian podcast advertising grew by 33% year on year compared to Q3, 2021. Advertising spend across the TV & Film category grew the most rapidly by 285% from this time last year. Other podcast genres to exponentially grow in investment year on year are History (up 115%), True Crime (up 91%), and Sports (up 62%).

The Q3, 2022 list of the top spenders across podcast advertising once again features brands from a broad range of categories including online retailers, finance and entertainment.

Australian Top 15 Podcast Advertisers – Q3, 2022:

  • Amazon
  • McDonald’s
  • Neds
  • Calm
  • Airbnb
  • Monash University
  • Budget Direct
  • L’Oreal
  • Ladbrokes
  • Macquarie Bank
  • Uber
  • homelands.com.au
  • Cashrewards
  • Libra
  • Sleeping Duck

ARN’s iHeartPodcast Australia Signs with Audioboom for Two More Years

~ jen

ARN’s iHeartPodcast Network Australia announced it has extended its commercial partnership with leading podcast creator Audioboom for a further two years.

Of the partnership, Audiobook’s CEO, Stuart Last said, “ARN’s iHeartPodcast Network has delivered exceptional commercial opportunities for our podcasts and we are pleased to extend our partnership. We are looking forward to continuing to work together to create opportunities for brands in Australia to reach our diverse audiences.”

ARN’s Head of Audio Corey Layton said, “This is a great day for the iHeartPodcast Network as we continue to strengthen our offering as Australia’s #1 podcast publisher. Our partnership with Audioboom gives brands access to some of the world’s most compelling and popular content, from the true crime thrills of Casefile to the entertaining No Such Thing As A Fish as part of our diverse podcast slate.”

The partnership announcement comes as March data released today from the Australian Podcast Ranker shows iHeartPodcast Network Australia remains Australia’s #1 podcast publisher – holding the #1, #2, #4, #6 and #8 most popular podcasts in the country. Audioboom’s Casefile, which is part of the iHeartPodcast Network, remains in the #1 position ahead of Stuff You Should Know at #2 and The Kyle & Jackie O Show at #4 on the Australian Podcast Ranker.

The iHeartPodcast Network holds nine of the top 20 most popular podcasts in Australia: Life Uncut with Brittany Hockley and Laura Byrne, She’s on The Money, No Such Thing As A Fish, Jase & PJ, Morbid and The Mindset Mentor.

ARN’s iHeartPodcast Network Supports Aussie Content and Creators

~ jen

ARN’s iHeartPodcast Network Australia announced two dynamic partnerships, demonstrating its ongoing support for Australian audio content and creators, and reinforcing its stronghold as the country’s leading podcast publisher.

The iHeartPodcast Network Australia has partnered with DM Podcasts (Diamantina Media) reinforcing its commitment to the biggest local and global podcasts. DM Podcasts is home to Australian podcasts such as the iconic Betoota Advocate, Chat 10 Looks 3, and all the latest in reality and celebrity drama with So Dramatic!

DM Podcasts, iHeartPodcast Network, along with the Australian Podcast Awards – Australia’s annual celebration of locally produced podcast content – have also partnered to release the brand-new series Behind the Podcast, a weekly dive into how some of Australia’s most interesting and successful podcasts are built.

Hosted by Director of Podcasts and Strategy at DM, Antony Stockdale, and Sydney-based digital producer and avid podcast enthusiast, Jules Batstone, Behind the Podcast features the people who create some of Australia’s most popular podcasts, discussing how they started out, their ups and downs, key learnings, and the processes behind how they make their shows. It features the likes of The Squiz, Shameless, 7am, Equity Mates and more.

Director of Podcasts and Strategy at DM, Antony Stockdale said, “DM is thrilled to work with the iHeartPodcast Network Australia to monetise and grow our audience. This relationship allows DM to focus on what we do best, create entertaining and engaging content. It is a team we know and trust.

“The Australian Podcast Awards is a celebration of the diversity and quality of the Australian podcast industry and the people behind it. Behind the Podcast is the logical extension of this celebration, uncovering what makes a podcast successful from the people behind Australia’s favourite shows. Behind the Podcast is for anyone with a podcast, or dreams of starting one.”

The iHeartPodcast Network Australia is also proud to sponsor the 2020 Australian Podcast Awards, acknowledging the brilliance of audio content created in this country. The awards span many categories or genres, including arts & culture, business and radio.

ARN’s iHeartPodcast Network are thrilled to have been nominated for the following awards.

Best New Podcast: Live Uncut (Laura Byrne, Brittany Hockley & iHeartPodcast Network Australia)
Smartest Podcast: She’s On The Money (Victoria Devine & iHeartPodcast Network Australia)
Best Business Podcast: She’s On The Money (Victoria Devine & iHeartPodcast Network Australia)
The Spotlight Award: The Kyle & Jackie O Show (KIIS & iHeartPodcast Network Australia)
Best Sports Podcast: Ordineroli Speaking (Neroli Meadows & iHeartPodcast Network Australia)

The virtual awards will take place in late November.

ARN’s iHeartPodcast Network Australia Announces New Partnerships

~ jen

ARN, iHeartPodcast Network Australia, has announced two new commercial partnerships with leading podcast creators Audioboom and Kast Media to expand its extensive podcast offering. These partnerships further strengthen ARN’s iHeartPodcast Network’s unique commercial proposition for brands and advertisers by connecting them with Audioboom and Kast Media’s engaged Australian audiences.

As part of its growth strategy, the iHeartPodcast Network has added new titles from Kast Media including: On Purpose with Jay Shetty, The Fighter & The Kid, and Impaulsive with Logan Paul. New titles from Audioboom include: Casefile, No Such Thing as a Fish, The Totally Football Show, and F1: Beyond The Grid.

These highly popular podcasts increase the content diversity across the Entertainment, True Crime and Sport categories for the iHeartPodcast Network Australia and provide enhanced commercial opportunities for clients to align and integrate within.

On joining ARN’s iHeartPodcast Network Australia, Colin Thomson, Founder & CEO from Kast Media said, “We are excited to join ARN’s iHeartPodcast Network, adding our thought-provoking and entertaining shows to Australia’s largest podcast network. The partnership aligns with our mission to create content that brands can integrate and be a part of.”

Stuart Last, CEO of Audioboom said, “Our podcasts feature well-known personalities and top talent from across the world, attracting global audiences, including significant numbers in Australia. The experience of ARN’s iHeartPodcast Network in monetising audiences makes them the perfect fit to further expand our advertising potential across the Audioboom roster. From the entertaining No Such Thing As A Fish to the true crime grit of the Australian-made Casefile, we know clients across Australia are going to love speaking to these new listeners.”

On the two new partnerships, ARN’s Head of Commercial Audio & Podcasts Corey Layton said, “ARN continues to dominate the podcast space, and these new partnerships with Audioboom and Kast Media will further extend and diversify our offering, giving brands access to some of the world’s most compelling and popular content.”

The announcement comes as ARN releases new podcast listener data for May with leading podcast technology provider Megaphone. Again showing growth month on month, the data captured for May shows strong audience growth with an increase of 6% compared to April. Overall, listening on the iHeartPodcast Network from when the pandemic was declared (mid-March to May) is up 22% compared to listening pre-pandemic (January to mid-March 2020).