Audio's U.K. Advertising Bargain, Social is the Denominator, & More

This week in the business of podcasting:

• Tom Webster's fourth Podcast Atlas installment argues social platforms are the denominator of podcast advertising, with YouTube reaching 82% of monthly podcast listeners and Facebook 80%, and makes the case that audio and social should be planned together rather than pitted against each other.
• New research from Sound Insights and Sounds Profitable finds UK podcast advertising priced at roughly £0.18 per listener-hour versus £0.94 in the US, a 5.2x gap, even as podcast ad recall among 18 to 34 year olds hits 86% and outpaces broadcast TV.
• Comscore expanded its Proximic contextual targeting to Spotify, SiriusXM, Triton Digital, Acast, and Libsyn, enabling episode-level targeting so buyers can purchase podcast ads through the same programmatic tools they use for CTV and display.
• Steve Raizes warns that brands copying employee creator programs like Starbucks' Green Apron Creators are taking on unpriced obligations, from unsettled copyright ownership and overtime exposure to likeness rights that outlast employment.
• Podcast advertisers are increasingly valuing a creator's cross-platform reach across YouTube, social, video, and live events over raw download counts, with Acast's Ricardo Neto noting mid-tier creators at 50,000 weekly downloads now drawing buyer attention.

To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.