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What promise do these companies see in buying these ads? And, as podcasting is poised to scale up in audience size and investigative ambition, will larger companies with deeper pockets see the same things? Representatives of the companies I spoke to for this article the four companies named above, plus Scion all told me similar stories about how their companies came to sponsor podcasts. Most of them started buying advertising slots four or five years ago, and directed their efforts toward shows with devoted followings of web developers and programmers. At that time, podcasts were thought to draw the entrepreneurial, early-adopter types that these dotcoms were chasing. More often than not, companies had a specialized reason for advertising on podcasts They were usually tech-first companies looking for tech-savvy listeners. Since then, podcasts have changed. And podcasts themselves have gotten more post-production polish, following the leads of premier shows such as This American Life and Radiolab. An unscientific but dogged analysis from FiveThirtyEight which enlisted an intern to speed-listen through the latest episode of each of the top iTunes podcasts in two daysconfirms this. Based on that sample, most podcast ads were purchased by companies that bring on new customers and sell products through the Internet, with Squarespace, Stamps. Geico alone is estimated to spend more money on radio ads every year than all companies spend on podcast advertising combined. Historically, the typical dotcom that has advertised on a podcast has been trying to get listeners to take action by placing an order. Instead of pursuing signups and orders, companiesespecially larger onesare increasingly hoping that podcast advertisements create positive associations for their brand. Some advertisers trawl Facebook and Twitter to see how their ads are being received. The companies that, like Scion, advertise on podcasts to build their brand are well aware of how podcasts and their hosts make listeners feel. After the breakaway success of Serial , an offshoot of This American Life estimated to have brought in upwards of one million listeners in its first season , marketers have been trying to figure out what their podcast strategy is, or if they need one. There may also be some institutional inertia working against the inclusion of big brands. Many of the top podcasts are the products of public radio, which is used to supporting itself through pledge drives and foundation grants. Many media writers have mused over whether high-quality podcasts in the vein of Serial can scale up, but the subtext of a good deal of the writing about the question is that they will, and should. The truth is that for now, the supply of podcast advertising slots is far outstripping demand. If premier podcasts can keep charging the same rates for ads, they might not need the massive marketing budgets of larger advertisers. Still, there are signs that bigger companies will come around. His company is a good example The second season of its most popular show, StartUp , is sponsored by Ford. Skip to content Site Navigation The Atlantic. Popular Latest. The Atlantic Crossword. Sign In Subscribe.
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