Did someone forward this to you?Become one of the more than 1000 valued email subscribers. Find Out More 👈

We're so grateful for your continued support, and we're delighted to share our latest Podwires Edition with you.

What sets us apart from other newsletters is that we rely on our readers' support. We're an independent media outlet, so we're not affiliated with any big media companies or podcast organizations.

Thank you so much for your continued support. We're so excited to hear your thoughts on our latest issue and can't wait to see what you think! - Miguel

New research reveals that audio advertising—through AM/FM radio, podcasts, and streaming music—represents a significantly underutilized marketing platform that could dramatically enhance movie launches and streaming video subscriptions. Despite entertainment marketing budgets allocating just a fraction to audio compared to linear TV, studies show that reallocating just 20% of TV budgets to audio channels can double campaign reach with no additional cost, particularly among younger demographics and light TV viewers.

The research demolishes common assumptions about visual media requiring visual ads, with audio listeners proving to be more avid moviegoers who are more likely to attend opening weekends and immediately watch new streaming releases. Creative testing reveals that effective audio ads should focus on storytelling with clear plot explanations rather than mood-setting, using slower narration with background music that doesn't overwhelm the message—contrary to many current practices in entertainment advertising.

WARC's latest report, "The Multiplier Effect," demonstrates how successful brands are leveraging audio advertising to achieve both brand-building and performance marketing goals simultaneously. The research, developed with partners including Analytic Partners and System1, reveals that audio drives up to 30% of search clicks and nearly one in five branded search actions, yet often receives inadequate credit in traditional attribution models. Case studies like Saatva's shift from paid search to radio and podcast advertising showcase how audio can deliver tangible revenue results and improved margins even during category downturns.

The report emphasizes that leading marketers are utilizing audio as a full-funnel tool rather than merely a branding vehicle, with high-performing brands typically allocating at least 30% of their budget to equity-focused campaigns that include radio and digital audio. By employing consistent creative assets across channels, bringing brand and performance teams together around shared objectives, and investing in more sophisticated measurement practices, marketers can harness what WARC describes as the true "multiplier effect" — where brand building and performance marketing work in tandem to drive superior business outcomes.

Even with record increase in content creation, podcast discovery remains a major industry problem. Producers, being experts in their field, have special insights that might change the way listeners identify quality content.As a producer, suggest podcasts you routinely listen to together along with the professional relevance of each.Your professional suggestions will help close the discovery gap between industry data showing affects on listener retention and engagement measures. Participation adds to a valuable industry resource meant to more successfully link quality content with receptive audiences than only algorithm-driven solutions.

Podcasting is a powerful way to grow business, and Marketplace Podwires is here to assist you in the easy hiring of top-rated independent podcast producers. Be it branded podcasts that share your products with the entire world or internal series aimed at engaging and energizing your teams, our expert producers can craft stories that meet any brief and bring more personality to your brand's voice. Begin with Marketplace Podwires, and find a dream producer for your project today!

Spotify has thrown its hat into the analytics ring with the introduction of "plays" - a new metric designed to show which podcast episodes are resonating most with audiences.

This isn't just another number to track; it's a fundamental shift in how creators can understand engagement across both audio and video podcast content. By offering a clearer picture of active consumption rather than just download counts, Spotify is acknowledging what many of us have known for years: the podcast industry desperately needs better, more transparent measurement tools that reflect how people actually consume our content.

Spotify announced on May 6, 2025 that they're introducing "plays," a new podcast metric to help users see which podcast episodes are most popular and give creators deeper insights into how their content resonates with audiences. The metric captures engagement across both audio and video content on their platform, reflecting active listening or watching of episodes.

This matters because podcast creators have long struggled with incomplete analytics, often relying on download numbers that don't tell the full story of audience engagement. Spotify's plays metric offers a more accurate picture of which episodes actually capture attention, giving podcasters actionable insights to optimize their content for success and build loyal audiences "that come back week after week." By measuring active engagement rather than passive downloads, creators can finally understand what content truly resonates.

For podcasters and producers, this evolution marks a significant opportunity to make more informed content decisions. Having access to both plays and consumption hours means creators can now distinguish between episodes that attract initial interest versus those that maintain deep engagement.

Practically speaking, producers should begin developing workflows that analyze these metrics in tandem - identifying high-play but low-consumption episodes for format improvements, while doubling down on content styles that drive both metrics.

The industry benefits from this push toward standardized engagement metrics, potentially making podcast advertising more attractive to brands seeking evidence of genuine audience attention. This also reinforces the growing importance of video podcasting, as Spotify's plays metric captures engagement across both audio and visual formats - further evidence that the modern podcast strategy must accommodate both consumption styles without abandoning either.

Grow your business through podcasting. Marketplace Podwires connects you with skilled producers who can craft compelling stories that align with your brand. Start your podcast journey today! 👈

📖 I appreciate you taking the time to read! See you in the next issue. Got a question or criticism? Just click on Reply. We can talk while we are here.

✍️ Give us a press release and a good-sized landscape photo. Make sure it's newsworthy. Send press releases to [email protected] or click here. Editorially, we may rewrite headlines and descriptions.

📬 Sponsor us and get your brand in front of thousands of Independent Podcast Producers and podcasters. Email us at [email protected] for more information or as personal supporters via Patreon, as your contributions help us enhance the experiences of all our users.

🖊️We are delighted to hear from our subscribers! We would be happy to publish your testimonial if you have found our newsletter to be helpful or if you have a success story to share. 👉 Post a Testimonial: https://testimonial.to/podwires

🚀 We are here to help you succeed! Fill out a 5 minute survey and tell us more about your business and yourself. These questions will help us better understand you and promote your business as part of our mission. It’s a win-win!

🚨 Did someone forward this to you?Become one of the more than 1000 valued email subscribers. Find Out More 👈