The Interactive Advertising Bureau has announced the lineup for its third annual IAB Podcast Upfront event, which takes place Sept. 7 in New York.
Returning from last year’s event will be NPR, ESPN, Time Inc., Authentic, Panoply, PodcastOne, HowStuffWorks, WNYC Studios, Midroll Media and Wondery. They will be joined by newcomers Gimlet Media, iHeartMedia and Public Media Marketing. Presenters will discuss such podcast hits as ESPN’s 30 for 30, EW’s Game of Thrones Weekly, NPR’s Radiolab and Wondery’s I Hate My Boss.
Audiences for podcasts continue to grow. Forty percent of Americans ages 12 and older say they have listened to at least one podcast. That’s up from 36 percent in 2016, according to the Pew Research Center. Twenty-four percent listened to a podcast in the past month, up from 21 percent last year. NPR, meanwhile, has seen its average weekly unique users who download podcasts grow from 2 million in 2014, when it debuted its This American Life spinoff Serial, to 3.5 million.
“A packed room of marketers and media buyers are sure to participate in this year’s event, fueled by impressive audience growth, reliable delivery of impressions, and the impact of these advertising messages,” IAB senior vice president, mobile and video Anna Bager said in a statement. “Recent IAB research predicts that podcast ad revenues will top $220 million this year, and the 2017 IAB Podcast Upfront will be critical to driving numbers even higher in the year to come.”