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How Podcast Networks are Making Their Own Rules for Political Advertising & 5 Other Stories
Episode 30
This week: A birds-eye view of how podcasting is doing political ads this year, Spotify stock drops after announcing price increase, podcast companies discuss diversity at Advertising Week and the IAB Upfront, and a massive new Nielsen study shows podcast ads universally boost brand metrics. How podcast networks are making their own rules for political advertising—and how they differ from one another. Manuela: Midterm elections are approaching fast in the United States and that means political ads are on the rise. This Wednesday MarketingBrew’s Alyssa Meyers published https://www.marketingbrew.com/stories/2022/10/26/how-podcast-networks-are-making-their-own-rules-for-political-advertising?mid=4afb33bb7ffe284d840660fb3604ff60. “Political advertisers, including candidates and advocacy groups, have expressed interest in podcasts, according to several network execs, but not all networks want to play ball. And because the FCC doesn’t regulate political ads in podcasting, the rules are left entirely up to platforms and networks.” iHeart, Wondery, and Vox declined to comment on Meyer’s story, but those that did gave a wide variety of responses and opinions. Cadence13 has always been open to political ads, for instance. That said, the decision on whether or not to run any particular cause or campaign is left to the individual hosts of Cadence13 original podcasts. Spotify has flipped the switch to allow political ads again, having banned them after accusations of spreading disinformation during the 2020 presidential election. Curiously, both Apple Podcasts and Google Podcasts do not directly mention political advertising in their ad policies. Due to government regulations, NPR cannot run political ads on terrestrial radio. CEO Gina Garrubbo told MarketingBrew NPR chooses not to run political ads on other platforms. Meyers continues: “Execs from other podcast networks told us they’re starting to see increasing interest from political candidates and issue-based organizations, and though they’re open to these opportunities, some don’t have formal policies in place yet.” Shira Atkins, co-founder and CRO of Wonder Media Network, has taken the approach of allowing political ads but only as part of sponsored content or via baked-in host-read. She says the network has gotten pitches from PACs and candidates, but some have blanched at the idea of handing over creative control to a host instead of running an ad produced by the campaign. “While political ad dollars aren’t flooding the podcast space the way they are CTV, as the industry continues to grow, its political ad policies will likely continue to evolve and solidify, even if they differ across networks.” If there’s one clear consensus in the world of political advertising on podcasts, it’s that there currently is no consensus. Spotify Shares Slip 10% After CEO Says Price Hikes Coming Next Year Shreya: On Wednesday Denny Jacob, writing for The Wall Street Journal and reposted to MarketWatch,https://www.marketwatch.com/story/spotify-shares-slip-10-after-ceo-says-price-hikes-coming-next-year-271666801839The results were a mixed bag for Spotify. “For its third quarter, Spotify reported 456 million monthly active users, up 20% from a year earlier and above the company's guidance. Paying subscribers, Spotify's most lucrative type of customer, climbed 13% to 195 million, also exceeding the company's expectations, thanks to promotions and household plans.” That said, Spotify also posted a Q3 loss of 195 million dollars. Spotify Premium has cost $9.99 since the service launched in 2011, but CEO Daniel Ek says that’ll change some time next year. Spotify shares fe
Published on 2 years, 6 months ago