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Too Much, Too Soon
January 5, 2023
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Let's take just a minute to deal with something most of you won't ever need to address, shall we?
The issue is commercials, and the problem is that some shows from major producers are overloaded with them. I can think of several -- not even the biggest shows, but shows on iHeart and Audacy and Spotify -- that make you sit through several ads or, mostly, promos for other podcasts right at the pre-roll, then another long, long stop set of promos in the midroll, and a few afterwards.
Who's gonna listen to all of that? Who's gonna sit through that?
Some people might, out of inertia, but most will fast-forward or bail. The hope is that they'll just skip the spots, which is a weird way of doing business, relying on people to not listen to the ads to keep them downloading the show. Do prospective clients know about that? Perhaps that's why most of the iHeart inventory seems to be promos for other iHeart shows.
And this all sounds familiar. Radio does the same thing with excessive stop sets. Let's hope podcasting doesn't go down the same path in desperation for revenue. It's not a good play for the long term.
Got a question about podcasting? Go ahead, send it to psimon@allaccess.com or tweet it at @pmsimon. That's what I'm here for.
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