Broadcaster podcasts, also known as “replay podcasts,” are audio recordings of radio shows or other audio content that has been previously broadcasted on traditional radio stations. These podcasts are typically made available on the radio station’s website or through a podcasting platform, such as Apple Podcasts or Spotify, as a way for listeners to access the content at a later time.
On the other hand, original podcasts are audio programs that are specifically created for the podcast format and are not based on previously broadcasted material. These podcasts are typically produced by independent podcasters or small production companies and cover a wide range of topics and genres.
One key difference between broadcaster podcasts and original podcasts used to be the level of production value, with broadcaster podcasts typically being produced by professional radio stations and having a higher level of production quality, including the use of professional equipment and editing software. However, nowadays there is not much difference in production quality as the entry barrier to obtaining professional material at a decent price is very low. Original podcasts may have a more “homemade” feel, but this does not necessarily mean they are lower quality.
Another difference is the content itself. While broadcaster podcasts are usually based on previously broadcasted material, original podcasts offer fresh and original content that has not been heard before. This can include interviews, discussions, storytelling, and more.
From an advertising perspective, there is not much-added value for marketers in purchasing advertising spots in broadcaster podcasts if they have already included traditional radio in their media plan. This is because the reach of the broadcaster podcast will be largely duplicated by the reach of the traditional radio show, meaning that the advertiser will not be reaching any additional audience members.
On the other hand, original podcasts offer a real added value for advertisers in terms of incremental reach. By purchasing advertising spots in original podcasts, marketers can reach a new and potentially untapped audience that may not be reached through traditional radio or other forms of advertising. This can provide a valuable opportunity for advertisers to reach a specific target audience and achieve a higher return on investment.
Of course, it’s important to carefully consider the target audience and content of the podcast when deciding whether to advertise on a broadcaster podcast or an original podcast. In some cases, a broadcaster podcast may still be a good choice for advertisers, especially if the content aligns with the advertiser’s brand and target audience. However, for advertisers looking to reach a new and incremental audience, original podcasts may be a more effective option.
Overall, the choice between broadcaster podcasts and original podcasts depends on the listener’s preferences and interests. Broadcaster podcasts offer a convenient way to access popular radio shows and other audio content, while original podcasts offer a wider range of topics and a more personalized listening experience.