MRT Returns with All New Industry Edition; True Crime Advertising Now Backed by Science; RIP Rooster Teeth; Joe Rogan Grows His Audience… Again!

Chief Audio Officers, it’s time for an all-new Industry Edition of the Media Roundtable.

Daniel Granger (Oxford Road Founder & CEO) is back on the host microphone, joined by fellow agents of influence, “Funkle” Kyle Jelinek (Oxford Road VP of Client Strategy) Spencer Semonson (Oxford Road Media Buyer & Planner Extraordinaire), and Neal L. (Oxford Road EVP, Strategy & Product).? And we’re overjoyed to welcome back James Cridland , the world’s favorite Radio Futurologist ( Podnews , Podcast Business Journal ).

We’re talking Oscars, why brands need to focus on female listeners and hosts, Rooster Teeth Productions, a Warner Bros. Discovery Company shutting down, whether or not Crime pays, and so much more. Let’s dig in.

“If you're looking for them to make a great impression with your ad, first, you need to make a great impression on the host.”

• Dan Granger (Oxford Road Founder & CEO)

• Like Pulling Teeth ?? - Rooster Teeth Productions, a Warner Bros. Discovery Company was a pioneer for YouTube and after 21 years (and being acquired by Warner Bros. Discovery ) they appear to be closing their doors. We’ve worked with their podcasts for years and have only stellar things to say about them as partners (and how well they performed for clients). The podcast network’s being shopped around–here’s hoping they find a great new home; for CAOs, a strong recommendation to try placements on their shows when they do.
• The Host with the Most ?? - Spotify is dominant for listening, but also for hosting podcasts. Their free service, Spotify for Podcasts hosted ~31% of all episodes published in February according to Livewire Labs, dwarfing 2nd place Buzzsprout ’s 9%. But Spotify for Podcasts is pretty limited for advertising options. In fact, Joe Rogan switched to Spotify’s paid option, Megaphone by Spotify (#5, 4%), after just a few weeks. Something to watch for CAOs – will Megaphone’s share grow, creating greater advertising opportunities?
• Crime Pays ??? - IAB Australia 's 'Crime Pays Report’ shows that compared to listening habits, advertisers under-index on true crime podcasts (whoever designed the report clearly had a lot of fun doing it). Advertisers are understandably hesitant to align their brand with challenging contexts, but the study recommends testing the genre with a few ‘how to’ tips, since it’s so effective. Two suggestions for CAOs – match the understated tone and try a light thematic tie-in.

There is so much more covered in this episode that we can’t cover here–so to get all of the audio insights you won’t get anywhere else, tune into the full episode by engaging with the link below.

The Classifieds

A Very Good Place

Smartless Media and the folks at Wondery have added to their roster, this time centering around the cat-killing culprit: curiosity. Host D’Arcy Carden (best known for her role on The Good Place) is joined each week by a crew of comedians. They begin with one specific topic, answering Carden’s trivia questions, and then connect it to another disparate topic. Not only will you laugh alongside these stumped, riotous entertainers, but your mind will be opened (hopefully) to new and distinct possibilities. While the show hasn’t grown to a level where it’s become available to DR advertisers, the coming weeks will certainly change this, as it’s already climbing the charts. We’re waiting in earnest, as this is a surefire recommendation for those interested in reaching highly educated Millennials with interest in their own betterment.

Doctor, Doctor, Give Me the News

One of the main reasons women flock to podcasts is because they often broach taboo topics previously stigmatized in mainstream society. There’s nothing more mysterious or daunting than mental and physical health. Dr. Thais Aliabadi, “Dr. A,” and Women's Advocate & Influencer, Mary Alice Haney, are here to help. Not only do they discuss their own experiences in the medical field, but they unmask and demystify critically important conditions such as endometriosis, mental health, cancer and so much more. This Dear Media original is the perfect intersection between wellness and health – down to earth in its framing, yet boasting star guests like SZA and Olivia Culpo. This is a great opportunity for clients with extensive female demographics, specifically interested in self-improvement, health and celebrity culture.

In Case You Missed It

Top Podcast Star Goes Down the Tubes

Full episodes of the JRE are now back on YouTube (and strangely, as pointed out by our panel in this week’s MRT Podcast, they’re NOT categorized as “podcast”) after Joe Rogan’s exclusivity deal with Spotify ended. The early results are in and it’s no surprise the JRE is a BIG hit on the #1 video streamer. Rogan’s interview with comedian Katt Williams, uploaded a little over a week ago, has already garnered 14 million views and counting. Consider this CAO’s: The Joe Rogan Experience is already the #1 podcast by a wide margin and that statistic likely just got bigger.

GenZ Likes Radio

Despite declining radio consumption among younger demographics, the Intercollegiate Broadcast System (IBS) 2024 conference showcased 700 students with enthusiasm for radio, highlighting untapped potential in the medium for the next generation. A special shout-out to Ithaca College ’s WICB 91.7 FM , The Station for Innovation, which exemplifies the uniqueness of college radio — where profits take a back seat, suggesting traditional radio could learn a thing or two and take more chances with programming. What does this mean for marketers? Simply put, content is king, and legacy media can thrive when content is compelling.

AI Gets Personal

A recent study by Instreamatic , a voice and audio marketing solutions provider, revealed that personalized AI-generated ads are significantly more effective than generic ones. The study, conducted by Veritonic on a dentsu campaign for 英特尔 , found that personalized ads increased brand favorability by 18-22 percentage points, boosted purchase intent by 15-18 percentage points, and raised brand awareness by 6-12 percentage points. This underscores the potential for AI to efficiently generate personalized ads, offering marketers an opportunity to drive better campaign performance.

#SaveTheLiveReads

The Personal True Value of NetSuite with Kara Goldin

If you don’t know who Kara Goldin is, have you been living under a rock?! Former CEO & Founder of Hint Inc. water is a genius when it comes to starting a successful business. Now also a successful author and host of The Kara Goldin Show, her podcast thrives on knowledgeable discussions with some of the greatest entrepreneurs and changemakers in the industry — a smashing success for Oxford Road because she delivers an advertisement for our client NetSuite , a company she stands behind from her own personal substantiation. Not only was Kara able to keep track of all her business in one place, but the alleviated stress because of her switch to NetSuite , is a true positioning testament as to why people with real stories of success should sponsor this company. With guidance from Oxford Road’s Audiolytics? components, Kara delivers a personal, authentic, and trustworthy sponsorship for her audience. This aligns perfectly with a core founding statement from Oxford Road Founder & CEO Dan Granger; “Our ability to connect with our clients’ customers is the real measure of the value we bring.”?

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