Oxford Road has unveiled its latest ORBIT podcast rankings, highlighting how veteran “OG” podcasts — those that launched before March 2020 — continue to deliver superior advertising performance compared with newer shows. The rankings, based on actual sales results and campaign data worth more than $1.6 billion, challenge conventional industry assumptions about newness and star power.
“OG” Podcasts Defined and Why They Matter
In the context of the new “ORBIT Top 15 Performing OG Podcasts” list, OG refers to shows that began publishing before March 2020 — prior to the recent surge in celebrity and venture‑backed podcast launches. Oxford Road’s analysis shows that these established shows have continued to outperform many newer entrants in terms of return on ad spend and listener conversion efficiency.
Rather than ranking podcasts by download numbers or celebrity appeal, ORBIT’s methodology evaluates outcomes such as customer acquisition cost (CAC), return on ad spend (ROAS), and actual sales results across different advertiser objectives. This real‑world performance lens offers marketers a clearer picture of which podcasts truly deliver results for brands.
Key Findings From the ORBIT Rankings
Longevity Pays Off
Seventy‑five percent of the top performers launched before the pandemic, suggesting that years of consistent production and audience building contribute significantly to advertising effectiveness.
Brand Tax on New Shows
Newer, hyped podcasts — even those with big names — often come with higher ad costs and lower conversion efficiency than long‑running podcasts. This “brand tax” means advertisers may overpay for visibility rather than results.
Loyalty Drives Performance
Established shows carry an efficiency premium, with multi‑year listener relationships creating deeper trust and improved campaign outcomes compared with newer feeds.
Genre Diversity
The top 15 spans nine distinct genres, from leisure and true crime to alternative health, underscoring that high‑performance is less about category and more about quality, trust, and consistency.
Oxford Road CEO Dan Granger highlighted that trust built over time translates into stronger long‑term value and better lifetime metrics, reinforcing the business case for investing in creator longevity rather than just launch hype. PodcastingToday
What This Means for Brands and Podcasters
The ORBIT rankings are significant for both advertisers and creators because they shift the focus from raw reach to actual business outcomes. For marketers, this means planning buys based on measurable impact rather than headline audience figures. For podcasters, it underscores the value of building sustained listener engagement and producing consistent, high‑quality content over time.
Oxford Road plans to continue releasing monthly ORBIT rankings that will cover genre‑specific performance, international markets, and emerging podcast trends — giving brands and creators ongoing insight into where advertising dollars are most effectively spent.
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