Bloomberg Media has linked up with iHeartMedia in a
multi-year podcast creation and distribution deal.
The two will co-produce over a dozen original podcasts, and iHeartMedia will also distribute Bloomberg’s 20 existing podcasts, including “Masters in Business,” “Odd Lots,” “Foundering” and “The Pay Check.”
Bloomberg enjoyed a 26% increase in podcast downloads in 2020, says M. Scott Havens, Chief Growth Officer-global head of strategic partnerships, Bloomberg Media. Hooking up with platforms such as the iHeartMedia network “extends our reach with new audiences,” Havens adds.
The plan is not only to grow the audience for Bloomberg’s shows, “but to develop a whole new list of titles across the next several years, combining their editorial expertise with our mass reach and monetization,” adds Conal Byrne, CEO of iHeartMedia Digital Audio Group.
Among Bloomberg’s resources are 2,700 journalists on its news team.
The first four co-produced podcasts will cover subject such as financial crime and the cost of climate. They will start rolling out later this year, available on the iHeartRadio App and anywhere podcasts can be heard.
Last week, Catalina formed a partnership with iHeartMedia to measure and attribute podcast impact on in-store purchases.
Catalina will provide audience and measurement services within iHeartMedia’s SmartAudio platform, for CPG ad campaigns that air on the latter’s linear and streaming radio programming
That arrangement marries Catalina audiences and measurement capabilities with CPG ads running on iHeartMedia’s multiplatform audio properties.