How to Get Sponsorship Right

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Ash and Kane share how brands and podcasters can find the right match with sponsorship. They reveal what both advertisers and podcasters can leverage to get the sponsorship right, including how brands can find the perfect audience match and how podcasters can position themselves to attract ideal sponsors.

KEY TAKEAWAYS

• Relevance trumps reach when choosing podcasts to sponsor. Find niche shows where your target audience aligns rather than mass-market podcasts with scattered audiences.
• Look for creators who are famous to a few in their specific niche, as their recommendations hold significant weight with followers who trust their opinion.
• Average viewer duration matters more than view count. Ensure audiences actually consume the portions where your ad will appear before investing.
• Research what competitors a podcaster has previously endorsed. Multiple competing sponsors can signal audience recommendation fatigue and can mean your ad won’t be as effective.
• Always listen to a podcaster's previous ad reads to evaluate their authenticity. The way they deliver ads for other brands indicates how they'll represent yours too.
• Long term partnerships are a strong signal for success, try and prioritise podcasters who maintain ongoing relationships with sponsors.
• Verify audience demographics for legitimacy, unusual geographic distributions (like a US business podcast with 60% Indian listeners) could indicate buying followers.
• Sponsors earned $4.90 for every dollar spent on podcast advertising last year. You're not just buying ad space, you're purchasing years of established trust between host and audience.

BEST MOMENTS

" The sentiment of this episode is relevance, not reach.”

"Someone said to Matt, 'whatever you recommend, I just buy' what a fucking endorsement that is. If you're a brand, you can find your specific audience and then find who is the person that they all know in that space and trust the opinion of." 

"Even if you have a script, you can make a script sound not like a script."

"Do they work with their partners in a way where they genuinely endorse the product and genuinely are trying to get results for them?" 

"On average, last year, sponsors make $4.90 for every dollar they spend. So it's a great place to be in and for the brand's benefit, you are buying trust that would normally take you years to build."

 

VALUABLE RESOURCES

Website

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ABOUT THE HOSTS

Ashley Morris (Podcast Consultant) and Kane Baron  (Public Speaker) help independent podcasters launch, g