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Online news service Quartz called it "the year's biggest marketing win".įor Edison Research's Rosin, what was "hugely significant" about "Serial" was the interest from "Hollywood and the creative classes". In fact, Mail Chimp's sponsorship of "Serial" has spawned its own meme and Twitter hashtag - #mailkimp – based on a mispronunciation of the company's name in the pre-roll ad.
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at least, I'd say it's talked about more than any TV show," he said. "We are seeing interest from more and more bigger brands."Īnd advertiser interest has increased since "Serial" was released, Sachs added. Sachs said non-tech companies such as Random House and HBO were currently among the company's 250-plus advertisers.
You can see why it appeals to Mail Chimp," Wolf said. "Podcasts' listeners are online-maybe they're creating their own websites. The sponsor of "Serial", for instance, is Mail Chimp – an email marketing service provider. Podcast sponsors have traditionally been technology companies appealing to a tech-savvy listener. So it can be very powerful when they read an ad." "We know that podcasts are a very intimate medium – the hosts are literally in your ear on a regular basis," he told CNBC. Read More Sony's big plan to shake up TV biz Mars' show proved so popular that he quit his job on public radio to work full-time on the podcast-which is funded solely by fans and sponsors.īecause most podcasts are a one-man operation, the hosts often also read out their sponsors' messages.įor these sponsors, podcasts offer something different to more traditional media, according to Adam Sachs, CEO of podcast advertising network Midroll Media, which specializes in host-read ads.
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Other series with massive audiences include "The Adam Carolla Show", Stephen Dubner's "Freakonomics" and Roman Mars' design podcast "99% Invisible". "And the biggest names in the business have really started to innovate."īecause "Serial" isn't the only popular podcast.
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"The barriers to entry have come down," he told CNBC, highlighting how smartphones have made it easy to subscribe to and download podcasts. Around 39 million Americans had listened to a podcast in the last month, according to the research.įor Michael Wolf, a market analyst and podcaster himself, it's no surprise in the sudden increase in interest in the podcast. had grown 25 percent year-on-year in 2014. Edison Research found earlier this year that monthly podcast consumption in the U.S. Podcasts had been growing in popularity before "Serial"'s arrival on the scene. Read More Google's 'risky' YouTube bet still paying off It's following the same pattern all of a sudden, everyone is interested in podcasts," Rosin added. Then, he said, everyone was talking about Netflix-only series "House of Cards" and "Orange is the New Black". He compared "Serial"'s viral popularity to that surrounding Internet TV some 18 months ago.
"It's a low-reach, high-engagement medium that's been waiting for something to burst through." "Podcasting has been bubbling just below the mainstream for some time," Larry Rosin, president of market research firm Edison Research, told CNBC. For those with knowledge of the podcast world, a high-profile success story like this has been a long time coming.