Are podcast advertisers missing a trick?

Дата публикации: 10-07-2026 10:55:26

Triton Digital seems to think so.
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• Triton Digital has released data from its Demos+ platform, highlighting a missed opportunity between podcast audiences and ad-buyers. Its data shows that Black/African American listeners are significantly more likely than most to purchase life insurance, or to switch wireless providers. However, in spite of offering significantly better ROI for advertisers in those categories, investment in shows that attract those listeners continues to lag. Correction: We misread “Black/AA” as “Black/Asian American”. This data means “Black/African American”, we’re told. Apologies for the error.

• The Webby Awards is looking for people to serve on this year’s jury. They are particularly looking at expanding their expertise in podcasts (and they have plenty of podcast categories to judge every year). You can join here - there’s a slot for “who recommended you”, and the answer there is probably “James Cridland”, Podnews’s Editor. (He’s an Associate Member of IADAS).

• A podcast studio probably isn’t what you expect in a luxury resort in the Bahamas. Podnews sent Arielle Nissenblatt to take a look at Baha Mar in the Bahamas, which has worked with iHeartRadio to produce a professional podcast studio - and as she reports for us, it’s an encouraging sign that podcasting is part of the guest experience at resorts like this one.

• Podcast Nation has added five new shows to its network, including three shows through the network’s relationship with UTA. The five additions span true crime, comedy, entertainment, pop culture, lifestyle, and business.

• Apple Podcasts Connect has been highlighting, for the last few days, that the service is “currently experiencing issues with play counts in Podcasts Analytics”. We’ve asked for more information for you.

  • But - is the “issue” that Apple’s version of the play count is not a very useful metric? For the Podnews Weekly Review, all our episodes seem to show numbers like this - one episode claiming it’s had 60 listeners, but 367 plays. Spotify and YouTube both agree that a play is a minimum of 30 seconds, which is, um, 30 seconds longer than Apple’s definition.

• A new science-fiction podcast series, Only Human: Bound, was the focus of a segment on ABC 13 in Rochester NY. The show (about an AI in the future) came out on Wednesday. The piece is a master-class in how to publicise a podcast effectively - producing some video B-roll for the station to show; a carefully rehearsed explanation of what the podcast is; and adding a voice actor for additional interest. In many countries, television stations are required to produce local news programming, and most newsrooms would welcome the opportunity of a local feature like this.

Go deeper into the $9.2 billion podcast business

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Tips and tricks - with Podcast Movement NYC's Public Vote

• Listener patience shapes podcast performance, said Krystle Waters from Pilot Podcasts at Podcast Movement Evolutions earlier this year. “Listeners no longer want to wait for your content to be good”, she says. (Oh, so she’s heard our podcast…)

Podcast News - with Airwave Podcast data

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