![]() ![]() We found a number of sponsorship messages (15 seconds or less) on public media shows, replicated twice and occasionally as many as four times per episode, depending on show length. Let’s break down the type of duplication we saw. Nine of the remaining 39 shows had duplicate ads in the same episode. Death) only released a single promotional trailer. Of the remaining 42, two shows did not have any episodes released in the last 90 days and were excluded (Serial, Reply All) and another podcast (Dr. Eight shows were Spotify exclusives and did not have data available. Over a period of 10 hours within the same day (UTC), over 1100 episodes were downloaded from the top 50 shows listed in the most recent Edison Research podcast ranker. Instead we looked for episodes that had the same advertiser placed multiple times. If 4 ads per month was the desired frequency, and we downloaded 12 episodes all at once, each originally released weekly with 1 ad in them, we didn’t consider that an issue, as binge listening was the variable and predominantly, podcast advertising adheres to buying ad inventory within the first 90 or so days of an episode releasing or through full catalog. But many of the episodes downloaded in this test were within 90 days of their release date, and likely still followed the same ad schedule they had at launch. Originally I had thought to apply this logic to every episode downloaded. For where we are in the podcast advertising lifecycle, this is a table-stakes feature for any major hosting platform that offers Dynamic Ad Insertion, and is absolutely required if they support programmatic opportunities. In podcasting, frequency capping is done by utilizing the unique combination of IP address and user agent. The value in frequency capping comes from research, like the studies put out by Podsights, that highlight the optimal exposure to an ad to drive a conversion over a period of time. ![]() In abstract, frequency capping is the idea of limiting the number of ads a user experiences from a specific campaign over a set amount of time. Podscribe used the same US residential IP address and a reputable podcast player user agent to download each episode of a show sequentially, to replicate the experience of a listener mass downloading episodes.Īnd the results were crystal clear: frequency capping is not a major issue in podcasting.īut there are some trends that we saw that are absolutely worth reviewing and walking through how we can continue to get better as an industry. ![]() So a few weeks back, I reached out to Pete Birsinger of Podscribe, whose air check tool was able to download, transcribe, and identify the ads in the last three months of episodes from the Top 50 podcasts according to Edison Research. One of them is that we have a major frequency capping issue. And that misinformation can be very harmful, particularly during a pandemic, when you have millions of people listening to it, thinking they're getting open-minded content or critical content, when, in fact, they're getting quite skewed and problematic content that can lead to people not getting vaccinated and, frankly, to death.With Tom onboard, I’ve recently found myself with a strong urge to investigate things I keep hearing repeated in the podcast industry that just don’t sit right with me. ![]() Part of the issue here is that, while, yes, he does host reasoned voices on his podcast, he also hosts extremists, and he also hosts people that spread misinformation. I want to appeal to people who are critical thinkers and who are open-minded. So, he certainly does this thing where he says, I speak to everybody. Sam Woolley, University of Texas at Austin: Joe Rogan, he tends to cast himself as a man of the people. And he pointed out that he has talked with other people who are supportive and vaccines, people like Sanjay Gupta and Peter Hotez and Michael Osterholm, all of whom have actually been on the "NewsHour," and that he is just hearing from a diversity of voices, and what's the problem? Sam Woolley, great to have you on the "NewsHour."Īs we just heard, in his defense, Joe Rogan just says, look, I'm just talking to a plethora of voices. He's a professor in the School of Journalism at the University of Texas and author of "The Reality Game: How the Next Wave of Technology Will Break the Truth." So, how should a company, or a society more broadly, deal with controversial and what many would argue is harmful information?įor more, I'm joined by Sam Woolley. And Spotify itself, while not mentioning Rogan directly, said it'll link any podcasts dealing with the pandemic to reliable sources of information. ![]()
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