SiriusXM has entered into a new long-term agreement with NBCUniversal News Group which has the satcaster serving as the exclusive ad sales rep and ad tech platform for a broad slate of podcasts from NBC News and MSNBC, with additional sales rights to CNBC podcasts. A part of the deal, SiriusXM subsidiary AdsWizz will provide the end-to-end ad tech platform for the podcasts. SiriusXM says the agreement expands the build-out of its advertising ecosystem that allows brands to access inventory from top publishers across all categories of digital audio, podcasts, music, sports, and talk.
“This agreement is a fantastic match between SiriusXM and Pandora's industry-leading ability to monetize digital audio and NBCUniversal's broad audience of passionate podcast listeners,” SiriusXM Chief Advertising Revenue Officer John Trimble said in a release. “Investments we've been making, including the acquisitions of Stitcher, Simplecast, and AdsWizz, solidify SiriusXM as a dominant player in the rapidly-growing podcast ad market and further position us to help solve some of the critical monetization and ad tech challenges publishers and advertisers are facing through a cohesive and premium audio marketplace.”
NBCUniversal News Group has released several chart-topping and award-winning original podcasts including Rachel Maddow’s Bag Man; The Oath with Chuck Rosenberg; Dateline’s The Thing About Pam and Motive for Murder; Why Is This Happening? with Chris Hayes; The Chuck Toddcast; Into America; Mad Money with Jim Cramer; and Squawk Pod.
The NBCUniversal News Group was the ninth largest podcast publisher in the Podtrac monthly rankings for October, with a unique U.S. reach of 6.5 million listeners and more than 47 million downloads.
“Audio and podcasts have become a significant way for audiences, and in particular younger audiences, to engage with our trusted journalism,” said NBCUniversal News Group's Executive VP of Global Strategy and Business Development Elisabeth Sami. “We're committed to growing our audio storytelling and reach, providing unique opportunities for advertisers across our news brands. This is a natural progression of our relationship with SiriusXM.”
Under the new agreement, the simulcasts of MSNBC and CNBC will continue to air on SiriusXM, as will the “Today Show Radio” channel.