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Illustration: Sarah Grillo/Axios

Spotify and Omnicom Media Group, one of the world's largest global ad agencies, announced Wednesday a deal that will see Omnicom spend $20 million on podcast ads in the second half of this year.

Why it matters: Most podcasts are typically bought and sold on a per-show or per-episode basis. A big agency's commitment to spending lots of money on podcast ads upfront, like they do with television, is a signal that the industry is growing.

  • As a part of the deal, clients of Omnicom's ad-buying agencies — Hearts & Science, OMD and PHD — will have "first-mover access" to exclusive Spotify podcast content.
  • The deal also includes the development of joint research and best practices around podcast ad targeting, performance reporting, and measurement solutions.

The big picture: The announcement comes on the heels of several major content deals brokered by Spotify over the past few weeks, which speak to the music streamer's commitment to growing its podcast business.

  • At the same time, Spotify's music and radio rivals are also trying to strike deals to expand their reach into podcasts.
  • SiriusXM is nearing a deal to buy podcast company Stitcher from E.W. Scripps for around $300 million, per the Wall Street Journal. Two weeks ago, it acquired the popular podcasting platform Simplecast — and it already owns podcast ad company AdsWizz, which it acquired through its purchase of Pandora in 2018.
  • Amazon has also shown interest in expanding its podcast offerings and advertising business.

Be smart: Scripps bought Stitcher just four years ago for just $4.5 million, speaking to the enormous growth potential ahead for the industry.

Go deeper

Ben Geman, author of Generate
Oct 6, 2020 - Energy & Environment

Biden launches climate change ad in Michigan

Photo by Chip Somodevilla/Getty Images

Joe Biden's campaign will begin airing a TV ad in Michigan markets today about climate-related harm and risks to farmers.

Driving the news: The ad running in the Traverse City–Cadillac media market shows a family of fruit farmers discussing the topic.

Trump's Republican critics rake in cash

Reps. Liz Cheney and Adam Kinzinger during the first Jan. 6 hearing. Photo: Andrew Harnik-Pool/Getty Images

Republican critics of Donald Trump have raked in campaign cash this year as their votes to impeach the former president and investigate the Jan. 6 Capitol attack have put them in the crosshairs of Trump and his allies.

Why it matters: The 2022 midterms won't just determine which party controls Congress. They're also shaping up to be a test of Trump's continued hold on the GOP. The few remaining Republican dissenters in Washington need to put up big fundraising numbers if they hope to stave off a purge.

The Republicans' mixed mandate message

Illustration: Annelise Capossela/Axios

Republicans have expressed selective rage amid the rise of the Delta variant: They rail against the return of indoor masking but are far less vocal about vaccine requirements.

Why it matters: Masking may help reduce the spread of the coronavirus, but the real solution to the pandemic is getting more Americans vaccinated. Increased support for that — including the use of heavier-handed methods like mandates — will only increase its chance of succeeding.

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