New Heights, the Kelce brothers’ podcast now available on LiSTNR

There are many articles about how Taylor Swift’s relationship with Kansas City Chiefs‘ Travis Kelce has impacted women’s engagement with NFL. IDX said that season 2023 had its highest ever female audience since recording began, with an estimated 2 million additional viewers including a more than 50% uptick in teenage girls. For the New Heights NFL podcast that Travis hosts with his brother Jason Kelce, in the two months after we knew that Kelce and Swift were dating Edison Research found that the show had a four-and-a-half times increase in weekly reach among podcast listeners age 13 and older, and the skew of listeners moved from 32% women, to a 50/50 share. It also appeared in the top 5 most listened to US Podcasts for Q1 2024, at #4, for the first time.

So it’s little wonder that Amazon‘s Wondery nabbed exclusive ad-sales and distribution rights last week for the podcast in what is thought to be a $100 million deal. The benefits of that extend to Australia where LiSTNR’s exclusive sales representation partnership for all Wondery titles allows Australian advertisers to put their brand in and around the Kelces, plus see if the NFL resonates the same in a country where the game is not of national significance and they can reach that teenage market.

LiSTNR’s rights extend to the next season of New Heights, and the show’s back catalogue. The third season has kicked off alongside the 2024 NFL season with the weekly podcast giving listeners access to life in the league and the famous football brothers and Super Bowl champions plus, of course, entertaining stories about their off-field interests as well as special guests.

Wondery and LiSTNR have partnered since 2022. In the most recent Triton Australian Podcast Ranker LiSTNR represented the sales of 59 titles of the Top 200 Podcasts with a more new podcasts scheduled for 2025. SCA’s FY24 full-year results last week also saw LiSTNR achieved anticipated EBITDA profitability in the fourth quarter of FY24 as well as a 42% increase of annual digital revenue on FY23.

Executive Head of LiSTNR Podcasts, Grant Tothill, said:

“With more than 2 million signed-up listeners, sales and content partnerships with some of the world’s biggest publishers, and our advanced AdTech Hub, LiSTNR provides our clients new innovative and targeted audience capabilities, setting us apart as one of the most experienced, data-led and privacy compliant digital audio companies in Australia. The best-in-class LiSTNR AdTech Hub has been a genuine game-changer for the Australian digital audio industry, business owners, marketers and media agencies, offering an irresistible audience-focused proposition with proven results.”

Weekly episodes of New Heights, and the entire back catalogue, are available now on LiSTNR.