RAB, Amplifi Media to Benchmark Local Podcast Ad Revenue

RADIO ONLINE | Wednesday, September 14, 2022 | 11:22am CT

RAB and Amplifi Media

The Radio Advertising Bureau (RAB) is partnering with Amplifi Media with the goal of benchmarking the local marketplace's podcast advertising revenue. Radio groups and stations are invited to participate in the "Local Podcast Opportunity" survey and provide insights into the challenges, opportunities and revenue generating successes they've been able provide local advertising clients.

"We know that podcast advertising dollars continue to grow and we're seeing good momentum at the local level, however, we have not been able to size the market up," said RAB President and CEO Erica Farber. "By partnering with Amplifi Media which has been at the advent and a leader in the podcast space, we hope to be able to provide broadcast radio a benchmark report that can show the growth and opportunities ahead."

"Up to this point, podcasting has been national, but that is changing rapidly as local sports, news, food, and culture podcasts are popping up across the country from major companies and entrepreneurial content creators," said Amplifi Media founder and CEO Steve Goldstein. "Local podcasts are a remarkable opportunity for radio stations to both retain and grow audience. That's why Amplifi partnered with RAB to field the first survey examining what's happening with commercial radio and local podcasts. It is a landmark study with tremendous implications."

The Local Podcast Opportunity survey aims to uncover the current state of local podcasting among commercial radio and identify guidelines to create, scale and monetize.

This is the first survey among commercial broadcasters aggregating the state of local podcasts. We will present to the RAB board, develop a white paper and host a webinar, providing a roadmap on how your stations can use local podcasting to attract new revenue, find new listeners, and re-engage local audiences spending less time with commercial radio.

The "Local Podcast Opportunity" survey which has been designed by Amplifi Media in partnership with RAB is open for four weeks. Participation is encouraged for those responsible for the digital/podcasting revenue at their station(s)/groups.

RAB will be offering a free live presentation to RAB members in November as well as issuing the "Local Podcasting Opportunity" Report at that time.