LiSTNR wraps 2024 as Australia’s #1 sales representation podcast network
LiSTNR has wrapped up 2024, retaining its position as Australia’s #1 Sales and Representation Podcast Network recording 7,124,155 monthly listeners^, according to the November Australian Podcast Ranker results.
Adoption of LiSTNR’s AdTech Hub continues to drive growth, achieving a 166% year-on-year increase in the number of podcast campaigns utilising its advanced capabilities. The AdTech Hub clearly differentiates LiSTNR from local competitors, delivering cutting-edge advancements in digital audio advertising. Combining effectiveness with efficiency, the AdTech Hub has delivered significant ROI for advertisers through innovative tools like Dynamic Creative Optimisation (DCO) based on age, gender, fuel prices, and live contests; enhanced audience targeting with proprietary conversational tools; and Advertiser Data Matching via clean room solutions.
LiSTNR had 62 podcasts ranked within the Top 200 on the Podcast Ranker. Popular podcasts in the top 50 include Hamish & Andy, Happy Hour with Lucy & Nikki, Crime Junkie, It’s A Lot with Abbie Chatfield, SmartLess, The Howie Games, and The Mel Robbins Podcast.
Executive head of LiSTNR audience and growth, Grant Tothill, said: “It’s great to see the gap between audience and monetisation starting to narrow. With 70% of podcast advertising now involving some form of AdTech, LiSTNR is well positioned to continue to drive the commercial podcast marketplace.
“Creating premium podcasts with our talented creators has always been a part of our DNA. It’s great to see audience growth month on month with some of our titles and for others to retain their audiences, helping us to continue to be the number one podcast sales network in Australia,” Tothill concluded.
iHeart and Magellan AI unveil Australia’s top 15 podcast advertisers for Q3
ARN’s iHeart and Magellan AI have unveiled the top 15 brands advertising on Australian podcasts in Q3 2024, with online therapy provider BetterHelp emerging as the leading investor in Australian podcasts this period.
They invested heavily into Australian podcasts across a range of shows and publishers including Australian True Crime, Dyl & Friends, Morbid, The Imperfects, Toni and Ryan plus Outspoken.
The report also found an increased spend of 92% into the True Crime category year-on-year with Comedy podcast investment also on the rise.
The Top 15 Advertisers for Q3 2024 on Australian podcast advertising features brands from a broad range of categories including technology, finance, retail, and healthcare. Airbnb and Amazon follow BetterHelp on the list as having the highest investment.
The Top 15 advertisers for Q3 2024 are:
1. BetterHelp
2. Airbnb
3. Amazon
4. Wise
5. Commbank
6. Entain
7. ANZ
8. Specsavers
9. Unilever
10. Aussie Broadband
11. McDonald’s
12. Myer
13. Booking.com
14. Vanta
15. American Express
BBC Studios partners with iHeart to represent BBC Podcasts in Australia
BBC Studios and ARN’s iHeart have signed a multi-year partnership deal that will see iHeart represent BBC podcasts in Australia. iHeart will sell inventory across hundreds of hours of premium BBC podcasts as well as amplifying content in market.
The BBC is one the largest producers of audio in the world with a range of premium podcasts that are widely listened to by audiences in Australia and New Zealand, including BBC Global News Podcast, Football Daily, The Infinite Monkey Cage and History’s Youngest Heroes. Earlier this year a dedicated audio division was created in BBC Studios, paving the way for the company to fully realise the commercial opportunities in the global audio market.
The partnership provides advertisers with access to over 900,000 Australians who choose to listen to BBC content every month.
Louise la Grange, SVP, BBC Audio, digital news and streaming BBC Studios, said: “The BBC has a big and loyal podcast fan base in Australia. We’re delighted to partner with market leader iHeart for representing the BBC’s rich portfolio of shows including World of Secrets, The Global Story and You’re Dead to Me to the ad market in Australia where iHeart has enormous scale, deep expertise and a proven track record of representing premium brands.”
Rules Don’t Apply: The Attention Economy and how platforms shape our focus with Dr. Karen Nelson-Field
As part of its presence at SXSW Sydney in 2024, The Growth Distillery hosted a series of 10 vodcasts (a podcast with video) hosted by Dan Krigstein and branded Rules Don’t Apply.
The ninth guest in the series was Dr Karen Nelson-Field, a globally recognised authority on the attention economy.
Nelson-Field reveals how platforms dictate what we see, how we think, and where we focus. With over 3 billion data points collected across 17 countries, Karen unpacks the science of attention and the hidden mechanisms shaping our digital interactions.
Discover why not all reach is created equal and how user experience design, immersive formats, and platform engineering control what captures our attention. Karen also shares invaluable insights into the future of marketing, offering guidance on how brands can adapt to these dynamics to drive better results.
From the transformative potential of augmented reality to the surprising truths about attention measurement, this episode is filled with practical takeaways for marketers, innovators, and anyone navigating the rapidly changing digital landscape.
Podcast Ranker November 2024: Casefile True Crime new #1, Hamish & Andy drop
iHeart’s Casefile True Crime is #1 on the November 2024 Podcast Ranker with 879,550 monthly listeners and 2,110,618 monthly downloads.
LiSTNR’s Hamish & Andy podcast dropped 1 spot to take rank #2. It recorded 868,685 monthly listeners and 1,670,609 monthly downloads.
The highest debut on the chart for the month was Full Story from The Guardian Australia, in at #14. It received 307,000 monthly listeners in November, and 686,000 downloads.
Guardian Australia’s managing director Rebecca Costello, said: “We’re thrilled that Full Story has debuted at number 14 on the Australian Podcast Ranker. It reflects Guardian Australia’s commitment to delivering quality journalism in innovative formats. It’s a testament to the trust our listeners place in us and the exceptional efforts of our talented team.”