iHM Launches B2B Podcast Network for Advertisers

RADIO ONLINE | Wednesday, April 19, 2023 | 11:04am CT

iHeart Podcast Network

iHeartMedia unveils a new B2B (business to business) Podcast Network created for and hosted by advertising and marketing industry leaders. The first "marketer to marketer" audio network of its kind, gathers marketing and advertising podcasts under one umbrella, keeping media executives up to date with industry trends, and making it easier for brands to use audio to reach the largest addressable audience of media executives in audio.

Marketers and business decision makers are among the most passionate podcast listeners, who over-index as consumers spending a third of their time with streaming audio. Recent studies confirmed: more than three-quarters (77%) of advertisers are listening to podcasts on a regular basis; 80% of people listen to all or most of every podcast episode they start; Gen Z listens to podcasts to be entertained, millennials listen to be better at their jobs and increase productivity; and 56% of listeners say that hearing an ad on a podcast compared to other places makes them more likely to purchase a product.

"We know that marketers are hot on podcasts with the majority planning on increasing their advertising spend in audio this year. While marketers are spending more, they're also listening for longer, which is why we wanted to create a network of podcasts specifically for their industry with content that inspires and educates," said iHeartMedia Digital Audio Group CEO Conal Byrne. "iHeartMedia's B2B Podcast Network brings this highly strategic audience into focus and provides the platform brands need to access them authentically."

Hosted by a range of the most interest proactive, diverse marketing thought leaders in the industry, B2B podcasts within the network include "The Future Legends of Advertising Podcast: Marketing All-Stars in Riveting Conversation" from the American Advertising Federation (AAF); "Math and Magic: Stories from the Frontiers of Marketing" with Bob Pittman and "The Sound of Serotonin with Charles Cantu: Interviews Reshaping Advertising" Produced by CEO and Founder of Reset Digital Charles Cantu.

More shows will be announced in the upcoming months and all shows will be distributed by iHeartPodcasts.