The question we hear more than any other from organizations around podcasting is “how many listeners is ‘good’?”
It’s often a proxy for “how is the competition doing?”, “how should we think about ROI?”, or “how good is our content?”
Marketers want to know what expectations to set for their boss, what they can expect when launching a new show, and have a tangible sense of how their podcast is performing when it’s up and running. They want benchmarks
And until now, there’s been very little to help brands benchmark their podcasts. Individual agencies will have their own internal benchmarks, and there are the podcast charts and rankings which include all content whether it’s branded or not. But marketers don’t need to know how they compare to Joe Rogan. They need to know where they sit against similar shows in their industry.
So today, we’re excited to announce a new resource which is going to be answering these questions.
Why Brands in Audio?
In trying to find these benchmarks for clients ourselves and researching the competitive landscape when launching a podcast in a new industry, we realized this information was siloed within hundreds of different organizations and not aggregated anywhere. So we partnered with Sounds Profitable (an organization dedicated to educating and empowering the podcast industry at all levels) to create the first public database collecting all this information.
The goal is to help educate brands, provide a platform for brands and agencies to showcase their work and learn from peers, unearth industry trends, and grow the branded podcast space
Today, BrandsInAudio.com is a public directory of all the branded podcasts we have been able to find. But anyone can submit their company or clients’ shows to be included (details on how to do that in just a moment)!
In the quarters following launch, as we continue to expand the database through submissions and our work to directly find shows, and the production companies & brands creating them, we'll be positioned to expand all of this into the first ever branded podcast benchmark report. Crafted by podcast research expert Tom Webster of Sounds Profitable, our goal is to collaboratively define the size and scope of our industry and empower a collective approach to defining the true value of branded podcasts.
Since kicking off the Brands In Audio project, we’ve been joined by the brilliant Brian Keller who has been writing about and reviewing branded podcasts independently for some time, collecting much of the data we have available at launch, who is joining us to help unpack all the trends and data we’ll be collecting through articles and newsletters.
More Than Just a Directory
At its core, Brands in Audio is a directory. We view it as a platform and a catalyst for industry innovation. Here's why:
Visibility and Exposure: One of the primary benefits of featuring a show in the Brands in Audio directory is as an additional point of discovery.. By being part of this directory, brands and agencies can ensure their podcasts reach a wider audience, collaborators, and clients.
World-First Benchmarking: Perhaps the most important feature of Brands in Audio is its benchmarking data. For the first time, brands and agencies will be able to access insights that provide a comprehensive picture of the branded podcast ecosystem. Along with offering marketers a clear understanding of where their podcast stands in comparison to others, the data can also highlight areas for growth and improvement.
Championing Transparency: The podcasting industry, particularly the branded segment, has long operated in silos. Brands in Audio aims to foster an environment of openness and collaboration, the platform encourages brands and agencies to share insights and strategies, and learn from one another.
A rising tide lifts all boats.
This Matters Now More Than Ever, Here’s Why
Podcasting is still in its adolescence. It’s like blogging in the mid-2000s or social in the early-2010s.
Lots of companies have established that podcasts are an effective medium for reaching audiences in a unique way, but many are still figuring out how to navigate it. And we’re here to play our part in charting a course for what ‘good’ looks (or sounds) like in audio.
BrandsInAudio.com is just one piece in that puzzle because before we can see where we’re going, we need to shine some light on where the industry is today.
If you're a brand with a podcast or an agency crafting compelling audio stories, submit your shows, gain valuable insights, and join a platform that's pioneering the future of branded podcasts.
Submitting your podcast is easy. Go to brandsinaudio.com/submit, enter your RSS feed then answer a few simple questions about the show. That’s it! Your show will be approved by Brian and it’ll appear on the site within days.
Then once we have pulled the benchmark data together, you’ll be the first to know.
If you’re an agency submitting a bunch of your clients’ podcasts, send email@example.com an email and he can make the process even easier for you.