NBCUniversal has been quickly ramping up its podcast portfolio in 2019 and that includes at its business news channel CNBC. But while the network may know plenty about the business world and leveraging that into content, CNBC is going outside the company for its podcast backend. It has just struck a deal to work with Megaphone, which will begin handling the network’s podcast hosting, publishing, dynamic ad insertion, campaign management, forecasting and analytics. CNBC will also leverage Megaphone Targeted Marketplace (MTM) to deliver targeted ads to its podcast listeners, supplementing its direct sales effort in a move that it says is designed to boost the monetization of podcast inventory.
“The media landscape is changing rapidly and we are pleased to see a powerful and respected news organization like CNBC recognize a mainstream market for podcasting,” said Megaphone CEO Brendan Monaghan in a statement. “This is just the start of a mutually beneficial relationship that will set the tone for what media, and business journalism in particular, can accomplish in this space,” he added.
In September CNBC showed it had bigger plans for podcasting when it announced a new podcast extension of its flagship morning television show “Squawk Box.” The podcast is known as Squawk Pod and publishes each morning at 10am ET, pulling excerpts from the TV show’s biggest newsmaker interviews. Satpal Brainch, President of CNBC Business News Worldwide, said at the time that CNBC was “leaning further into our commitment to bring CNBC’s most iconic brands and franchises to new and existing audiences across all platforms, meeting consumers’ ever-evolving consumption preferences”
In addition to Squawk Pod, CNBC has ten other podcasts in its portfolio, including several others that leverage content from television programming. That includes Squawk on the Street, which pulls content from the opening hour of the mid-morning show of the same name. The same model is used for the Mad Money with Jim Cramer and Nightly Business Report podcasts. It also produces podcast originals such as the tech-focused Fortt Knox show and the political-focused Speakeasy podcast.
The podcasts join CNBC’s already robust digital footprint that the network says has more than 55 million U.S. multi-platform unique visitors each month. That compares to 410 million homes worldwide that have access to its TV network.
This story has been corrected to reflect CNBC is not ending its own podcast sales efforts.