How well do TV promotions grow a podcast audience? An A+E frame offers some clues. | Daily News Podcast

Whether a podcast is from an independent producer or a major TV company like A+E Networks, discovery is one of the biggest challenges. The obvious advantage of the company hosting networks like Lifetime, History, and A&E is the ability to promote its podcasts to viewers. But the impact of these advertisements is not a guarantee of success according to the leaders.

Jessie Katz, vice president of audio programming and podcasting for A+E Networks, told this week’s Digiday Publishing Summit that they’re still trying to figure out what the right level of promotion is.

“We get a lot of airplay, with promos and bumpers and lower thirds promoting our podcasts,” Katz said. But she said on-screen promotion doesn’t always lead to a sustained increase in downloads. “We could see a 40% increase in listens after promoting a podcast on air. That might fizzle out, but we might maintain a 10-15% increase in audience after that. said Katz.

Digiday says Katz admitted that strategy doesn’t always work, and so A+E Networks is still trying to figure out what works best. But he said one thing is clear. “Cross-promoting your podcast and other podcasts is still the most effective way to find a new audience,” Katz said during the talk.

A+E Network has released 13 podcasts so far, some of which are companion shows on its cable channels, while others are original series. Katz said the promotion is also a two-way street. “We always reserve promotional space on our podcast to promote our on-air initiatives, specials and premieres,” she told the Digiday conference panel.

Although it has a small in-house podcast team, A+E Networks has produced some of its shows with outside partners, including Audacy’s Cadence13 and WNYC Studios. Katz said it “strengthened” the TV company’s efforts to grow in audio and find an audience for its shows, despite having to share a podcast’s ad revenue.

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