Believe it or not, there’s a method to the madness when it comes to podcast advertising. A show’s audience, content, and even the host can all have significant impacts on whether or not an advertising campaign goes well. We’ve covered most of these topics in previous blogs including how to set a host up for success, tips on how to run a successful campaign, understanding the different ad formats, and advice on how to run your first podcast campaign.
A podcast’s category can help inform you about the type of listeners to expect when deciding to run a campaign. This can help you to better align your brand with specific podcasts that are already reaching your target demographic(s). Some of these listeners are even more engaged than the average! Let’s take a look at the most popular categories and who their audience tends to be.
Top Categories for Advertisers
Business
This broad category covers topics like entrepreneurship, finance and investing, specific careers, and management to name a few. Most people tuning in to these types of shows want to advance in their own careers and stay on top of specific industry trends/topics. Brands like Squarespace do well in these categories as many of the listeners are interested in ads that can help them pursue the advancement they’re seeking.
If your brand aligns well with the entrepreneurial spirit, then advertising on podcasts centered on business is a good bet.
True Crime
It feels like everywhere you go someone is raving about a True Crime podcast they just discovered. That’s not surprising considering its meteoric rise in podcasting these past few years thanks to shows like Serial and My Favorite Murder. It’s not only grown in listenership but in content creation and ad spend dollars. According to a Pew Research report published in June 2023, “women are almost twice as likely as men to regularly listen to true crime podcasts” (about 44% in total.)
Brands that appeal to women do well in this category, and that even includes subcategories like mothers. If your products/services are more attuned to women, then your campaign may end up doing better on True Crime pods.
Comedy
This category, in particular, is diverse in both audience and creators. What makes this category more interesting to advertisers is not just the diversity, but the dedication comedy podcast listeners have for both the show and the hosts themselves.
According to a SiriusXM report, a majority of listeners who tune in to comedy podcasts feel a close connection with the hosts. That closeness is what makes Host-Read ad campaigns so successful. They trust hosts to only work with brands that they use and approve. Comedy listeners also tend to be very consistent and frequent listeners of their favorite shows. Providing ample opportunity for brands to share their message.
Comedy podcasts are excellent for almost any brand!
While these may be the most popular podcast categories, that doesn’t mean they’re the only ones worth pursuing. Above all else, the most successful campaigns come from a passionate host, a dedicated audience, and a brand with a partnership mentality.