Gaelic Athletic Association(GAA) Podcast
Media associated with this campaign
Overview of this campaign
The key objective for the Irish Examiner GAA Podcast was to engage and further grow the Irish Examiner Sport audience by reaching out to them in an innovative and engaging way, through audio. The podcast was key to diversifying our offering to readers, and drawing a younger audience to the Irish Examiner. The Examiner is a market leader in terms of high-quality GAA output across our print and online editions. The podcast, in a heavily-trafficked market, was reinforcing the message that the Examiner goes wider and deeper with its GAA offering than any competitor in the print or digital sphere. It also delivered quality original content for traditional readers to enjoy.
The respective hosts were chosen for their been-there, done-that experience, but also for their earthy conversational quality. Anthony Daly and Mike Quirke, both winners of numerous All-Irelands, brought the sense of a bar counter chat to the table. Both are already writers of renown with Examiner Sport. Over the course of a hectic summer, an array of stellar names visited Irish Examiner HQ as podcast guests, from Hurling Show co-host Ger Cunningham, to Brian Cuthbert, Éamonn Fitzmaurice and Derek McGrath to name a few.
Given its strong association with the GAA, we were thrilled to welcome Renault on board as exclusive podcast partner. It completed the circle for Renault, which was already title sponsors of the Renault World Games held in Waterford this year and it secured revenue and highlighted the commercial opportunities available for future sponsors.
The podcast quickly became compulsory listening and served up some of the biggest news stories of the summer, not least Fitzmaurice’s comments on referee David Gough’s suitability as a Dublin resident to referee the All-Ireland football final.
Results for this campaign
The podcast attracted 247,658 listeners across 20 regular episodes, six shorter extra-time episodes, and the two special Larry Tompkins episodes. The average listenership for the 20 regular episodes was 10,757, peaking at 15,460. The extra-time episodes brought in an extra 21,761 plays, with 10,756 tuning in for the Larry Tompkins special. Those figures represented a growth of over 400% this summer, compared to the previous one, and the shows regularly topped the iTunes sports charts.
The partnership with Renault served as an endorsement of the strength of the Examiner's GAA offering and the podcast itself. A series of advertising campaigns on Facebook delivered 2,539,510 impressions, 89,782 video views, and 39,519 link clicks, a significant increase on 2018.
The weekly podcast posts performed extremely well delivering a click-through rate (CTR) of 2.51%. The GAA Awareness videos performed well in terms of CTR and view-through rate (VTR). The overall CTR was 0.91% which is very strong as anything over 0.06% is considered a strong delivery.
Every week, the podcasts generated stories for the website and print editions, including front-page leads for the newspaper - picked up by media competitors - the Irish Examiner owned the conversation.
They served to deepen our interaction with our community of readers, allowing them to engage with our columnists, writers, and pundits in a new way (which diversified our offering) while benefiting the Examiner’ print and online products, adding value for our partners Renault, and drawing new consumers to the Examiner Sport’s GAA section.
Total Listens: increased from 44,586 in 2018 to 244,060 in 2019.
Total Pageviews: increased from 19,582 in 2018 to 87,091 in 2019.
Twitter Impressions: 617,640 times a tweet about the podcast was seen on Twitter. 14,755 people engaged with this content.
Facebook Reach: 83,280 people saw a Facebook post about the podcast and 3,356 people engaged with this content.