The pandemic has done screwy things with our media diets. Astronomical views on video, music and gaming platforms. A plummet in podcast listeners when people stopped going to work and had to redefine the shows they couldn’t live without. 

The New York Times Daily podcast got itself on most peoples' lists, doubling average daily downloads year-on-year to 4 million. But you can tell from the publishers’ bullish moves it sees bright spots in audio advertising. Sebastian Tomich, svp, global head of advertising, marketing solutions, tells me that podcast CPMs are holding up well. The publisher is confident. 

“There is a scarcity in podcasts, many times we’re sold out,” he said. “Digital media felt infinite, this is a different type of conversation. It feels similar to TV where you trade on scarcity and there’s a ton of demand.”

The Times is eyeing 2021 as the year where podcast advertising is even more so the domain of bluechip and luxury brands. Dig deeper into the roles scarcity and context play.

Before you go, check out Scott Nover’s piece about what Twitter plans to do with the @POTUS handle ahead of Joe Biden taking over the account in January. 

And as ever, thanks for reading!

Lucinda

Lucinda.southern@adweek.com

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