Radio Disney Offers Ad-Supported Podcasts
Radio Disney knows how to reach its audience. Since its broadcast-only days, Radio Disney has evolved into providing content via satellite radio, cable TV, video-on-demand, and now podcasts. In a push to follow 6- to 14-year-olds around every media device they own, Radio Disney has expanded to podcasting, where it will produce original content and offer repurposed time-shifted content in a downloadable format. To date, Radio Disney says there have been 170,000 downloads of its podcasts, which so far have not included advertising. That will change, however, Disney executives told Ad Age. Starting in June, Radio Disney will insert ads into its weekly podcasts; advertisers will be able to buy monthly spots. Video game maker THQ is among the first to sign on.