The first monthly Australian Podcast Ranker was launched today at the national Radio Alive conference in Brisbane, offering the first look at Australia’s top 100 most downloaded and listened to podcasts in September 2019.
These podcasts accounted for 10 million downloads in Australia during the four week reporting period.
The ranker has started with a foundation group of podcast publishers including News Corp Australia, PodcastOne Australia, NOVA Entertainment, Southern Cross Austereo, Australian Radio Network, Macquarie Media and SEN/Crocmedia.
The first ranker lists the most popular podcasts across the launch group of publishers that can be both heard in Australia and into which advertising can be sold in Australia.
A number of additional publishers, including the ABC, will join the ranker in the next couple of months, and all podcast producers with Australian and international content are invited to participate.
IAB Tech Lab-certified global audio technology services provider Triton Digital has been appointed to provide measuring and reporting services for the ranker following an extensive global tender process.
The ranker is compliant with IAB Tech Lab’s version 2.0 podcast measurement guidelines and will be independently audited. “
Commercial Radio Australia CEO Joan Warner said: “We’re excited to work with current and future partners across the podcast sector and with Triton Digital to create a reliable, agreed and regular reporting tool for the podcast industry.
“One of the main objectives of the Australian Podcast Ranker is to increase awareness for consumers and therefore grow podcast consumption, while also creating a framework and guide to assist advertisers to understand opportunities within the podcasting space.
“This work was initiated by the radio industry because of the significant investment made by radio broadcasters in the podcast space, not only into catch-up radio podcasts but into original content outside of the radio offering.
“Radio is one part of podcasting and now that we are up and running, we extend the invitation to all podcast publishers to join us and help shape this work and grow the sector into the future. As the list of participating publishers expands each month, we are confident the value to advertisers of being able to access a credible, independent ranker will be clear.”
The ranker will develop over time to include specific data on publisher and program performance. Up until this development, there has been no collective podcast ranking chart published regularly that shows Australian consumption, making it challenging for advertisers to understand performance across publishers and podcasts.
OMG head of partnerships, outdoor and audio, Jo Dick said: “This is a major initiative for podcasting in this country. I fully support this work as I see it as a first step to allowing advertisers to have confidence in an agreed reporting approach around this new area of investment. I look forward to continuing to develop this tool in collaboration with the foundation and new members of the group in the coming months.”
News Corp Australasia’s executive chairman Michael Miller said: “News Corp Australia is pleased to be a foundation partner with Commercial Radio Australia and many fellow podcast publishers in the launch of a consistent and overarching ranker to grow podcasting in this country.
“As one of Australia’s largest podcast producers at the forefront of driving new podcasting content, we understand the importance of taking part in an initiative that will increase consumer awareness and drive more revenue into the space.”
ABC MD David Anderson said: “The ABC has confirmed our future involvement in the industry podcast ranker, which we believe will provide clarity to an industry which is in a period of growth and development.
“The ABC is a major podcast creator and has been for many years. We believe ABC being included in the ranker will contextualise the space overall and provide good insights for our stakeholders into ABC’s work in this area. We are pleased to work once again with CRA on a project to enhance the audio space.”
Commercial radio broadcasters established the Podcast Committee, including the ABC and SBS, in late 2018 and sought agency involvement and advice, to develop and promote podcasting in Australia.
Cathy O’Connor, chair of the Podcast Committee and CEO at NOVA Entertainment said: “The Australian Podcast Ranker is the first significant project to be derived from the Podcast Committee and will set the stage for future data driven conversations in the podcasting space.”
Triton Digital president of market development John Rosso said: “We are thrilled to have been appointed as the provider of measuring and reporting services for the Australian Podcast Ranker.
“We have been working closely with CRA and the publishers involved in the group to ensure that the ranker is compliant with IAB Tech Lab’s podcast measurement guidelines and best positioned to accurately report on the podcasting space in Australia.
“We look forward to being part of the continued and collaborative development of the ranker.”
The GfK Australian Share of Audio research released today shows that time spent listening to podcasts has doubled over the previous year, and has overtaken owned music for the first time, accounting for 7.3 per cent of total daily listening. The first ranker is attached and can be found online here.
Australasia’s largest real estate agency has released its biggest brand campaign ever. The spring campaign, “Proudly Ray White”, was created to help service the more than 730 Australian offices under the leading group’s umbrella. Spearheaded by Ray White marketing manager Todd Alexander and brand manager David Williamson, the campaign was inspired by Ray White’s rich […]
Channel 7 reporter, Paul Dowlsey had an energy drink thrown at him and sprayed with what he thinks was urine, while trying to cover the tradie protest over mandatory vaccines in Melbourne. Protestors, many donned in the signature tradie uniform of neon yellows and oranges, took to the streets in Melbourne yesterday. Hundreds marched through […]
American beer brand Pabst Blue Ribbon wants to pay drinkers to plaster their homes with ads for the brew. The oddball campaign is called “In home advertising” and, despite the fun, works more as a clever piss-take of the advertising game. Apparently the idea for the ad came about when the client complained of the […]
JCDecaux has announces the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to ten years. The company, still smarting from relinquishing the City of Sydney contract to […]
Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]