Advertisers gain unique access to FM, DAB, streaming audio, and podcasts via a one-stop shop
Talpa Media and Audiohuis will be collaborating on podcast advertising sales from February 2025. Talpa Media will focus on selling so-called ‘run of network’ campaigns on Mediahuis podcast titles. Audiohuis will continue to focus on the specific purchasing of podcast titles, based on target group insights or context, as well as native and sponsored advertising and branded podcasts. Audiohuis has built up enormous expertise in this area in recent years. The collaboration will result in a top 3 position in the Dutch podcast market, with more than 2 million downloads per week. This will make a large group of podcast listeners accessible to advertisers and agencies.
Joris van der Pol, Managing Director of OMS: "In 2025, we launched our Audio Connect proposition, which allows us to make various audio channels available to advertisers and agencies in a relevant way. The collaboration with Audiohuis enables us to add podcasts to this proposition on a huge scale. We know from various studies that both the listening moments and the type of podcast listener are highly complementary to our existing FM, DAB, and streaming audio channels. This is therefore a very valuable addition for our customers!"
Mandy van der Wal, director of Audiohuis: "By joining forces with Talpa Media, we will be able to introduce many more advertisers to podcast advertising in the short term. Moreover, this unique collaboration enables us to focus even more on expanding the podcast portfolio. In addition to our major podcast titles such as Kick off Eredivisie, Strikt Privé, and De Zaak Ontleed, our ambition is to add non-Mediahuis titles to the collaboration with Talpa Media later this year."
Podcast market is growing and becoming more mature
The podcast market in the Netherlands continues to grow explosively and is playing an increasingly important role in the audio market. With popular genres such as health, sports, comedy/humor, and news, the medium attracts a broad and diverse audience, making it very attractive to advertisers. According to recent research by GroupM/Mindshare (Podcast Panelscan 2024), 73 percent of Dutch people regularly listen to podcasts. This is an increase of 20 percent compared to last year. In particular, the number of people who listen to a podcast every month has grown significantly.
The profile of the podcast listener is relatively young and highly educated, but is increasingly shifting towards a broad reflection of the Dutch population. Compared to the average Dutch person, podcast listeners spend less time on traditional media such as TV, radio, and online video. This makes podcasts a valuable and complementary addition to the media mix, as they appeal to that increasingly difficult-to-reach target group: light users of traditional media channels.
In addition, 83% of listeners hear advertisements while listening, with pre-roll commercials and host reads proving particularly effective. This offers advertisers a unique opportunity to address a hard-to-reach target group at moments of full attention.
Thanks to the collaboration between Talpa Media and Audiohuis, advertisers can now easily and effectively add podcasts to their media strategy and have access to one of the largest podcast networks in the Netherlands.
