On Adweek’s Cannes Podcast: Ira Glass Says Brands Need to Be More Bullish on Podcasting

But getting CMOs on board remains a challenge

Ira Glass says the podcasting industry still has plenty of room for growth.

CANNES, France—Two years ago, Ira Glass came to Cannes for the first time on a mission to get advertisers supporting podcasts. The result, unfortunately, wasn’t quite what he’d hoped for.

“A couple of brands heard us and have started to spend some money, but not very many,” he tells Adweek on a special Cannes podcast episode. “It is a message that has not gotten out.”

After skipping a year, Glass is back for the 2017 Cannes Lions International Festival of Creativity, and he’s … well, he’s still having a hard time.

“I’ve been here now for a day, and every CMO I talk to, I’m met with a blank stare when I talk about what’s going on in podcasting,” he says.

Check out our full interview with Glass, who says he believes that podcasting—despite its massive growth in recent years—still has a great deal of potential to continue expanding, as illustrated by the more than 50 million downloads for the viral S-Town podcast created by Serial and This American Life.

You can stream Adweek’s podcast episode below or subscribe on iTunes or Google Play.