Podcasting's Biggest Spender, NPR Launches Senior Podcast Challenge, & More

About this episode

Today in the business of podcasting: • Bloomberg reports that BetterHelp is podcasting's biggest advertiser of all time, with an estimated $242 million spent since 2023 and ads running on more than 1,000 shows at once, per Magellan AI. • MS NOW is expanding its Crooked Media partnership, adding Jon Lovett's Lovett or Leave It to its Saturday night lineup starting September 12 through the 2026 midterms. • Digiday reports the creator economy still has no standard way to price talent, with roughly half of marketers mispricing fees and many admitting they overpay. • NPR launches a Senior Podcast Challenge inviting Americans 65 and older to submit original audio stories, with entries due November 30. To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.