Pod-Alization: Bloomberg Podcasts For Business; Latino Podcasts Generate Enthusiastic Support

  Bloomberg podcasts are busy with Business

Bloomberg doesn't get a lot of love or media attention in the podcasting space. It is, however, very active in podcasting and its BusinessWeek podcast has been around longer than most podcasts. While Bloomberg isn't exclusively for people interested in the stock market, business cycles, investing, and trading, those topics encompass most of their podcasting topics.

Still, the company does have some podcasts worthy of your ear time. 

Spellcaster: The Fall of Sam Bankman-Fried: When nerdy gamer Sam Bankman-Fried rocketed to fame as the world’s richest 29-year-old, he pledged to donate his billions to good causes. But when Sam's crypto exchange FTX collapsed, billions of dollars went missing, and Sam was in handcuffs, those who knew him were left wondering — who was Sam really? A well-meaning billionaire who made a mistake? Or a calculated con man? From Wondery and Bloomberg, the makers of The Shrink Next Door, comes a new story of incredible wealth, betrayal, and what happens when “doing good” goes really, really, bad.

Note: this show was produced in partnership with Wondery and is currently available ad-free on Wondery+. Listen everywhere else on 6/5*

 The Big Take: Each weekday, The Big Take brings you one story—one big, important story. Host Wes Kosova talks to Bloomberg journalists around the world, experts and the people at the center of the news to help you understand what’s happening, what it means and why it matters. Money, politics, the economy and business, energy, the environment, and technology. 

This podcast offers listeners a more targeted approach to the chaotic news of the day, with a more in-depth, analytic, and thoughtful approach than the broadcast networks and without the slanted, deceptive coverage offered by Fox News and its smaller rivals.

Odd Lots: Bloomberg's Joe Weisenthal and Tracy Alloway analyze the weird patterns, the complex issues and the newest market crazes. Join the conversation every Monday and Thursday for interviews with the most interesting minds in finance, economics and markets. A solid business podcast without the screaming, incoherent ramblings of Jim Cramer.

 Masters In Business: Barry Ritholtz looks at the people and ideas that shape markets, investing and business. Business geeks will love this show. Get your Warren Buffett bobblehead out when you listen!

 SiriusXM reports on Hispanic and Latino Podcast Trends

 Here are some key facts. 

62.1 million Hispanic people live in the U.S., making up the second largest racial or ethnic group—a population that has grown 23% since the 2010 census. So, if your brand isn’t reaching the rapidly growing Hispanic and Latino population, you’re missing out on influencing an audience with an impressive $1.9 trillion in spending power.

And a media channel that’s growing just as fast? Podcasts. Much like the general, female, and Black populations, podcasts are popular with Latino audiences.

In fact, 59% of Latino adults have ever listened to a podcast—that’s up +14pts since 2020. And 34% of Latino adults 18+ are monthly listeners.² The Latino Podcast Listener Report 2022 from Edison Research uncovers what motivates this large and growing audience. Here are the takeaways for advertisers.

The majority of Latino monthly podcast listeners are comfortable with content in both English and Spanish. Though 90% of this audience has listened to a podcast that’s mostly in English in the last month, 64% have listened to a show mostly in Spanish.

Multicultural audiences respond better to culture-specific ads. Brand relevance and cultural consciousness sentiments increased +8% with Hispanic, Black, and AAPI audiences after hearing a culture-specific ad (compared to general market and multicultural ads).

As podcast listenership grows with Latino audiences, they’re looking for content that speaks to them, making a genuine connection. And Latino creators are getting behind the mic to deliver—24% of podcast creators are Latino. These hosts can cater to the duality of the U.S. Latino experience, and listeners are loving it, with 66% listening to a podcast with a Latino host in the last month.

When it comes to the general population, comedy, news, and true crime are at the top of the charts, but that list of popular genres looks a little different for Latino monthly podcast listeners. Music, comedy, and society and culture are the top three categories resonating with this audience.

In general, podcast audiences are receptive to ads. Not only is there an understanding that brand support is supporting their favorite hosts, but the leaned-in nature of listening makes the ads both memorable and effective. And Latino monthly podcast listeners are right on trend, with 69% saying they’ve gathered more information about a company or product after hearing a podcast ad.

Recent developments in podcasts for Latino and Hispanic voices include:

Peruvian and Chilean Camila Victoriano is the co-founder of Sonoro, a global entertainment company focused on creating premium, culturally relevant content that starts in audio and comes alive in TV, film and beyond. 

 “Sonoro’s vision is to reinvent what it means to be a media company,” Victoriano explained in an interview with Hispanic Executive. “Everything that we are creating and producing starts in audio, which allows us to quickly and efficiently test out ideas and experiment with new types of stories and characters. The other huge piece of it, of course, is the focus on the Latino community. For us, that means everything we create is made by Latinos.”

Sonoro and co-producers The Mash Up Americans have developed the genre rule breaker podcast, Love And Noraebang. In the podcast, Ana, a Mexican American entrepreneur, and Jaesun, an heir to a Korean chaebol, unexpectedly fall in love in modern-day LA.

Agua Media has announced the launch of its podcast network, specifically targeting what it calls, "the New American Mainstream."

Members of this new mainstream, driven largely by young English-speaking Latinos, are the most entrepreneurial and the fastest growing combined demographic in America. If this group were a standalone country, it would rank seventh in GDP worldwide and the third fastest-growing.

Notable podcasts include The Rick Sanchez Podcast and Leading With Empathy. 

Last year, iHeartMedia announced My Cultura -- iHeartMedia’s new podcast network dedicated to elevating Latinx voices and creators, while also sharing the Latinx experience with millions of listeners. Notable podcasts include Becoming An Icon, Adelita, and Connections with Eva Longoria.