Dunkin’ Donuts, Jason and Traviskelse on the New Heights Podcast.
Courtesy: Wonderly
Amazon’s This week, the second advance pitch to the Advertisers featured the appearances of NFL champion brothers Jason and Travis Kelce. They weren’t there to hype the rights to live football.
While Amazon’s Prime owns media rights to the NFL’s “Thursday Night Football” game, streamers featured much of their sports portfolio, including upcoming NBA seasons during their annual media presentation.
Live sports have generally appeared in recent years as prepaid beloved people. This category was a big part of the presentation. Fox Corp., Comcast’s nbcuniversal, Disney and Warner Bros Discovery this week.
Sports content is expected to remain the dominant force in securing advertisers’ commitment ahead of this year despite growing economic uncertainty.
But the shift in audiences to social media on both mobile phones and TV screens has increasingly turned their eyes to podcast video formats, with influencers, television stars and athletes signing millions of dollar deals and gaining millions of followers. The quality of podcast video productions is also increasing.
A pre-focus on podcasts can help solidify the format as added value to the media situation. It is this consumer gravity over social media, technology and streaming platforms that has led advertisers to spend more on digital platforms than traditional television in recent years.
Now they are increasingly focusing on podcasting.
“We’re constantly looking at all different kinds of content and creators of content. The line between podcasts and talk shows is pretty blurry.” Netflixduring a revenue call in April, said the podcast could join the platform immediately. “We want to work with some kind of great creators in all sorts of media that consumers love. The podcasts are pushing more videos forward.”
From pods to videos
Jason Kelce from the New Heights Podcast featuring Dunkin Donuts.
Courtesy: Wonderly
Changes in podcast format you wish to watch will win another opportunity for media companies to advertise dollars.
Video podcasts are becoming more popular Google’s YouTube is the dominant force of media landscapes and television screens.
Consumer preferences are evident in popular podcasts like Alex Cooper’s “Call Her Daddy,” which has around 1.3 million subscribers on YouTube. Kelces’ New Heights has nearly 2.6 million followers on YouTube. Last year, Joe Rogan’s interview with then-presidential candidate Donald Trump had 58 million views on YouTube and the count.
Nielsen data shows last week’s most-watched TV show on Linear had 8.2 million viewers. That data measures the audience sitting to watch a programmed show at once, compared to a YouTube audience that can accumulate over time.
“One of the most relevant forms of driving culture, the podcasts are thriving on YouTube,” said YouTube CEO Neal Mohan in a recent post, particularly highlighting Rogan’s interview with Trump. He also cited a report from Edison Podcast Metrics. This has named YouTube the go-to platform for podcasts.
YouTube will be holding a presentation to advertisers on Wednesday nights.
While podcast companies can generate revenue from sponsorships built into the show, YouTube is usually responsible for traditional advertising spots during breaks. However, Windery, also known for podcasts like “Dr. Death,” was an early “preferred partner” with YouTube, allowing it to sell its own ad inventory.
Amazon acquired Wondery in 2020, bringing podcast makers into Amazon’s advertising ecosystem. Amazon also uses video podcasts to create free, ad-supported streaming channels. This means that Amazon can sell ads for these channels of videos other than YouTube.
Having visual components in traditional audio content opens up more advertising opportunities.
“You can have a more linear TV spot, or you can have a full integration with the host, so you can actually talk to the host about your brand and have a visual aspect in the placement of your product,” he said in an interview. “If that’s the case coca cola, You can actually show that you have actually drunk the actual product and have a banner around it. There are many different ways to do that, but that’s great. ”
Sports talk
Hosts (LR) Robstone, Jerry Ferrara, Urban Meyer, Matt Reinert and Mark Ingram II are from the podcasts for the 2025 NFL Draft podcasts, “The Triple Option” and “Throwbacks.”
Courtesy: Sinclair, Inc.
When conversations about video podcasts are featured in advance, much of the excitement is especially driven by sports.
Broadcasting station owner Sinclair At the beginning of May, I focused on early presentations, particularly on the growth of podcast content in sports.
At an event in New York City, executives spoke widely about how brands and sponsors are integrated into conversations between podcast hosts, including staging Nissan’s Armada property and soaking Wendy’s Frosty treats in the air.
Sinclair has released an upcoming sports video podcast after success with “The Triple Option” and “Throwbacks.” Both include former NFL players.
Sports-related podcasts, whether discussing the game itself or simply leading by former athletes, have become popular among consumers and lead to highly valuable partnerships.
The contract with the Kelse brothers is reportedly valued at over $100 million and will run for three years.
This year, Townery also announced that it has signed a multi-year contract with NBA superstar Lebron James and former NBA star Steve Nash for the “Mind the Game” series. This video podcast was one of the first to be available on Amazon’s Prime platform, along with external sites such as YouTube.
“The word podcasts have reached a point that means something pretty much different than they were years ago. It’s actually a digital content series and, more recently, video first,” the company produces sports podcasts like “Roommate,” who counts Jalen Branson and Josh Hart of the New York Knicks among their co-hosts.
Conversations between media companies and podcast creators are beginning to happen more frequently and become more meaningful, Schwimmer said.
“Many people are starting to kick tires to syndicate content from podcast-first companies, and they aren’t necessarily making their own,” Schwimmer said, pointing to arguments with traditional television networks, leagues and more.
“I’m not saying that the budget hasn’t been spent on it yet, but there’s a lot out there and I think it’s coming,” he added.
Disclosure: Comcast’s NBCuniversal is the parent company of CNBC.
