That extends to videocasting as well, at least in the case of Premiere Radio Networks, which will start serving 60-second video clips of Rush Limbaugh December 12 as part of the Rush 24/7 subscription. The deal with Maven Networks is expected to be announced today. MediaWeek reports that Premiere already is doing “a brisk eight-figure business” in $60-70 subscription fees for podcasts by Limbaugh, Jim Rome and others. Starburst has a six-figure deal with the radio network for a three-miniute custom podcast based on Ryan Seacrest American Top 40.
– ABC Radio Networks has McDonald’s and Novartis signed up to sponsor ESPN podcasts next year.
– ClearChannel has sold a number of 15-second sponsorships (Virgin Mobile Apple Store, local auto dealers) for its 64 local podcasts.
– OMD director of national radio Natalie Swed Stone tosses ice water on the non-traditional competition: “Media-branded podcasts have an easier time. How do you wade through the [amateur] podcasts? Is the content reliable? You don’t know what they might broadcast tomorrow. Integrated buys that involve personalities, where the product makes its way into the program, [are] getting the money.”
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