Podcasters are hoping to win over U.S. automakers as the industry’s upfront, dubbed Podfront, touches down today (July 17) in the Motor City. Reps from Cadence13, ESPN, iHeartRadio, NPR, PodcastOne, Stitcher and Wondery are making presentations to advertisers, agencies and the media in Detroit, unveiling their latest partnerships, talent and programming slated for the second half of 2019.
With recent research showing podcast consumption on the rise behind the wheel, podcast companies see potential in the car capital to bring more brand advertisers to the medium. The Edison Media/Triton Digital 2019 Infinite Dial study found 26% of U.S. adults say they listened to a podcast while in the car, a one point increase from a year ago and a 7% increase versus the 2017 study.
Podfront, the industry’s answer to TV’s Upfront, will take over the historic GEM Theater in downtown Detroit today and hit San Francisco on Sept. 11. It launched in Los Angeles in February with seven podcast networks.
Among the highlights planned for the Detroit Podfront:
Cadence13 Chief Revenue Officer Nick Freeman will preview its fall slate, including the next docuseries from C13Originals, the lineup on C13’s Ramble network and the latest from Malcolm Gladwell and Jacob Weisberg’s Pushkin Industries. Tenderfoot TV co-founders Donald Albright and Payne Lindsey will join Freeman to unveil a new anthology series of “bizarre, scary, untold stories” debuting fall 2019.
ESPN Hosts Daniel Dopp (“Fantasy Focus Football,” “Fantasy Focus Baseball” ) and Sarah Spain (“That’s What She Said” ) will run through ESPN’s new talent, shows and network verticals, including “The LAF (Le Batard and Friends) Network,” opportunities focused on passions like the NFL and NBA and storytelling with “30 for 30” and “CFB 150.”
iHeartRadio The top commercial podcast network will discuss the latest podcast trends and programming and its ability to provide scale through its broadcast radio stations to introduce podcasts to the majority of Americans. iHeart will give a sneak preview of its upcoming fall and winter lineup, featuring some of the top creators in the medium, including Jake Brennan, Aaron Mahnke and Will Ferrell.
NPR The top podcast network will use a handful of its hosts – Sam Sanders (“It’s Been a Minute”), Glen Weldon and Stephen Thompson (“Pop Culture Happy HourZ”) and Hanna Rosin and Alix Speigel (“Invisibilia”) to preview of what’s coming up on their programs this year. Gina Garrubbo, president and CEO of National Public Media, which sells advertising for NPR’s podcasts, will present insights into spoken word listening habits, changing consumer patterns in audio and sponsorship offerings.
PodcastOne The Home of “The Adam Carolla Show” will talk up additions to its lineup with cameos from Carolla, Rich Eisen, Kaitlyn Bristowe and other hosts. Peter Morris, who took over as CEO in February, will also highlight successes from 2019 so far, including the hit “22 Hours: An American Nightmare,” projects to come and how advertisers can leverage these opportunities.
Stitcher The podcast net and its advertising arm, Midroll, will be represented by Chief Revenue Officer Sarah van Mosel and Chief Marketing Officer Amy Fitzgibbons. They’ll discuss the untapped potential of advertising in Detroit and why podcasts are a perfect fit. Look for plugs for new shows “Dead Ass,” “Secret Lives of Black Women” and the latest show from Team CoCo and Earwolf, “Three Questions with Andy Richter.”
Wondery Hernan Lopez, founder and CEO of the company behind “Dirty John,” “Dr. Death” and “Business Wars,” will tout the network’ 2019 content slate and share how advertisers can be part of this brand-safe and high engagement medium.