A Case for Comedy Content–Paul Scheer Joins the MRT; Young Listeners Spending More Time with Podcast; AM Radio’s Legislative Fight for Life
The Media Roundtable is back with some award-winning podcasting starpower, resurfacing from July’s 2nd Annual CAO Summit.
Daniel Granger (CEO, Oxford Road & Veritone One ) sat down for a fireside chat with Paul Scheer, award-winning actor (The League, Black Monday, Veep, Fresh Off the Boat) and host of How Did This Get Made? (back-to-back Ambie winner for Best Comedy Podcast), courtesy of SiriusXM. Together, they talked long-time fan bases, restrictive ad copy, and how the comedy genre isn’t what you think it is. Let’s dig in.
“The benefit with podcasting is you have this very symbiotic relationship with the ads and the host... so you actually look forward to the ads as a piece of content in the episode.”
Long-Time Fans ?? - Paul’s been recording How Did This Get Made? for 15 years. He’s built up a huge bank of trust with his fans over that time. When you’re considering hosts, it’s not just about the impressions and CPMs. It’s about that intimate relationship that takes untold hours and years to build.?
Don’t Say This ?? - For one brand, Paul had 2 pages of “don’ts” for a 30-second read. CAOs, if you want to get the most from a host, it helps to give them a prompt that’ll inspire and let them cook. You’ve hired someone who is the absolute best at coming up with words and delivering them in a compelling way. You won’t make it better by fitting them into a box.
Comedy is Everything ?? - Some strict brand safety approaches will cut off comedy for fear of backlash, but that’s unnecessary. Whatever your interest is, there’s a comedy-forward version of it, and odds are, it’s wildly engaging with a dedicated fan base. In other words, exactly the kinds of hosts and audiences you want to connect with. (Also, another plug for Seekr’s Civility Score and its approach to brand safety instead of broad genre blocks.)
To spend time with a veteran podcaster at the top of his game, tune into the full episode below.
The Classifieds
The Melting Pot Makes Room for One More
Network: Immigrantly Media
Monthly Downloads: 35k
Current Civility Score: 99, HIGH
America is a nation of immigrant cultures, and though we can find ways to connect to one another, we struggle to do so. Saadia Waqas Khan is working to bridge that gap by hosting the flagship Immigrantly Media podcast, a weekly cross-cultural conversation that unearths ingredients in our shared melting pot. Folks of all backgrounds, religions, castes, and creeds have been interviewed for this landmark documentary-style show. Though there’s high production value and a strong educational bent, the episodes are always housed around deeply personal stories about love, loss, and the pursuit of happiness. The topics and cultures covered are also quite diverse, making each episode a unique listening experience. This is a great option for those looking to reach Gen Z women who are lifelong learners, educators, and world travelers, with a focus on community. Come together by clicking the link below.
Truth Be Told, Truth Be Listened To
Network: Wizard Studios
Monthly Downloads: 20k
Although we’ve entered the second month of 2025, New Year’s resolutions remain dormant for many. Luckily, we have an audio opportunity fit for anyone looking to jump-start their motivation. UK life coach, therapist, and author Michelle Elman has spent a decade bringing proactive therapy to a wide demo of engaged followers. Having already built an impressive bibliography, Elman has now entered the realm of TV and radio appearances, partnering with Wizard Studios Events for a fresh opportunity. The crowned “Queen of Boundaries” spends her episodes covering relevant women’s topics like body image, sobriety, anger, and relationships. Elman has been highly sought after for social campaigns in the past, and she’s already a top performer in podcasts for many female skew DTC and B2B brands seeking non-US options. Can you keep a secret? Me neither—there’s more information via the link below. Sshhh.
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In Case You Missed It
How Gen Z & Millennials Are Reshaping Audio
尼尔森 's 2024 Quarterly Audio Report has been released, including data from Edison Research . Audio accounted for nearly 20% of Americans' daily media time, averaging 3 hours and 54 minutes per day across radio, podcasts, streaming, and satellite radio. Ad-supported audio dominated, with radio capturing 67% of listening time, followed by podcasts (18%), streaming (12%), and satellite radio (3%). For ages 18-34, podcasts account for nearly a third of all time spent listening to ad-supported audio. CAOs, radio has long dominated ad-supported radio. However, change might be coming. While radio still leads overall, podcasts (32%) and streaming (20%) now capture the majority of ad-supported listening among 18-34s.
AM Radio’s Fate Lies in Congress
The AM Radio for Every Vehicle Act is now eligible for a full Senate vote one week after its reintroduction and is also making headway in the House of Representatives. The bill, which mandates the inclusion of AM radio in vehicles as a safety feature, quickly passed the Senate Commerce Committee, aided by bipartisan support from over 40 senators. The legislation had stalled in 2023 but is gaining momentum under new Senate leadership. Ideally, the demand for including AM radio in cars would be driven by consumer interest rather than by its role in emergency communication. It raises concerns about the future of AM radio if its continued relevance depends on an act of Congress.
Podcast Study Overlooks Streaming Audio?
A recent survey by RSS.com reveals that the average American spends over three hours on personal phone use during the workday, with 30 minutes dedicated to podcasts. In Texas, that number jumps to 59 minutes. But it’s hard to take research like this seriously when it overlooks streaming audio—especially considering Spotify ranks as the #6 app used at work. It’s unlikely all of that Spotify time is solely for podcasts. CAOs, remember that marketplace research can be self-serving and may not always provide the full picture.
#SaveTheLiveReads
I’ve Had It Gets Shopified
Hosts Jennifer Welch and Angie “Pumps” Sullivan from the I’ve Had It podcast are at the top of our #STLR charts this week, sharing their seller’s success with Shopify ! These Bravo celebs know how to reel in an audience, and nothing speaks louder than their ability to substantiate their personal experience with Shopify for their merch store. Their energy is genuine and confident, empowering listeners eager to start their own seller's journey. The success of this live read comes from its sincerity and simplicity. There’s power behind two strong female voices demonstrating success, with the business numbers to back it up. If you are looking for engagement like this on your audio campaigns - reach out for a free consultation.?
OXFORd In The News
Podnews Promotes Ad Infinitum
We truly value when the trade publications we respect and often reference in this newsletter recognize our efforts in their channels. This is why we were excited to see Podnews highlight the season 2 finale of Ad Infinitum, which delved into Sonic Branding. In case you missed it, Oxford Road ’s Stew Redwine , VP of Creative Services, along with guest producer Jeanna Isham from Dreamr Productions , discussed how sonic branding can boost both brand recognition and ROI. From 英特尔 's iconic mnemonic to 萬事達卡 's unique sonic ecosystem, listeners discover that sound is not merely an asset – it's a strategic imperative transforming how brands connect with consumers at every interaction. For CAOs who didn’t catch the episode when it launched at the end of last year, now is an ideal opportunity to revisit it.
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3 周Really enjoyed this.