Tegna, Tribune, Scripps, Fox and Graham are among a growing number of TV broadcasters who are exploring adding audio content and advertising platforms. A study from the Interactive Advertising Bureau and PricewaterhouseCoopers puts podcast ad revenues at $313.9 million in 2017, and projects that it will more than double, to $659 million, by next year.
Chuck Rosenberg is charting an unusual course for a TV news outlet. NBC News will be ecstatic in coming days if Rosenberg’s conversations with newsmakers are heard but not seen. There are new efforts ahead, says Steve Lickteig, executive producer of podcasts and audio for NBC News and MSNBC. Chuck Todd’s weekly podcast related to Meet the Press was recently revamped. The company plans to launch several new podcasts throughout 2019, including one that will eventually become a daily one focused on the 2020 election.
A trip to WNYW’s Tape Room, where the station keeps its archives, sparked an idea for reporter Dan Bowens. In the Tape Room, Bowens found old reports of crimes from the New York/New Jersey/Connecticut area that have remained unsolved to this day. Bowens has produced 13 audio-only podcasts so far. Of those, four were made into TV stories and then those four were stitched together for a 22-minute special called The Tape Room.
Nielsen says its branded content testing suite has the ability to evaluate the advertising effectiveness of brand sponsorships in podcasts, focusing on three key areas.
Zak Rosen, Graham Media’s podcast director, says the podcasts use archival content already generated by WDIV’s TV news coverage of the stories, updated and enlarged with new interviews in the writing of the podcasts.
Scott McGrew, who’s been covering business and technology for NBC’s San Jose, Calif., O&O KNTV, pitched the idea of a podcast, Sand Hill Road, named for the Palo Alto address that’s become synonymous with the Valley’s venture capital scene. Now, it’s almost through its first 10-episode “season.” Each week, McGrew sits down for an informal conversation with a prominent investor.