Newcastle-produced podcast, Oversubscribed, in the early part of January, signed a deal with Event Cinemas Kotara and Glendale for full sponsorship of Season 3 of the podcast, which is due for release in late February.
Founders and hosts of the female-focused podcast, Alana Dagwell and Laura Jackel, were thrilled to partner with Event Cinemas for their upcoming season because they feel the organisation is a great fit for their growing local and international audience.
Alana Dagwell said podcasting as a medium for news and entertainment continues to grow and offers so much potential for advertisers.
“Recent listenership growth in Australia and overseas is phenomenal. Roy Morgan research indicates there are now 700,000 more Australians listening to podcasts than there were in 2015 – an impressive 70 per cent growth in that period of time,” Alana said.
“The response to our podcast by local advertisers has been strong, as we feel many businesses realise the power of podcasts and their targeted advertising opportunities.”
In the US, podcast advertising revenues are projected to surpass US $1 billion by 2021, according to figures from the Interactive Advertising Bureau (IAB) and PwC.
Laura Jackel said this partnership with Event Cinemas gives the duo plenty of opportunities to engage with their local listeners, affectionately known as the Oversubscribed Tribe.
“Event Cinemas is a prestige, multinational brand that we are delighted to have as a partner,” Laura said.
“We are planning lots of exciting projects and giveaways with them that we know our listeners will love.”
Event Cinemas State Marketing Manager NSW & ACT, Dana Pichaloff, is equally enthusiastic about the partnership with the Oversubscribed duo.
“Alana and Laura create really fun content for women. There is much crossover between our brands, and we can’t wait to partner with them for this season,” Dana said.
The Oversubscribed podcast has a loyal listener base of women in their 30s and 40s, which continues to grow.
Episode topics are evergreen and typically have relevance to modern, professional women.
The duo purposely creates episodes that are roughly around the 30-minute mark: the perfect length for listening during a daily Newcastle commute.
IMAGE | Alana Dagwell and Laura Jackel, the local women who host the Oversubscribed podcast. (left-right)