Alright, let's talk about a part of the podcasting world that most PR pros ignore: advertising. I know, your job is to secure earned media, not buy ads. But if you're not paying attention to where the ad money is flowing, you're missing out on some incredibly valuable intel for your outreach campaigns.
Think of it this way: big brands with massive budgets spend a lot of time and money identifying podcasts with valuable, engaged, and affluent audiences. They're essentially doing a ton of market research for you. By analyzing podcast advertising trends, you can piggyback on their work to find high-value shows to pitch for guest appearances.
This guide will break down what to look for in podcast advertising trends and how to use that information to make your PR outreach smarter and more effective.
Why Ad Trends Matter for Earned Media
When a brand like Amazon or BetterHelp consistently spends millions on a podcast, it tells you a few key things that are crucial for PR:
- The Audience is Valuable: Advertisers don't throw money at shows with unengaged or low-value audiences. Consistent ad spend is a strong signal that the podcast's listeners are a desirable demographic that takes action.
- The Show is Professional and Reliable: Big brands don't partner with flaky or inconsistent podcasts. A healthy roster of sponsors suggests the show is well-produced, publishes regularly, and is run professionally.
- The Host Has Influence: Many podcast ads, especially host-read ones, rely on the host's credibility. If brands are trusting a host with their message, it's a good sign that the host has built a strong, trusting relationship with their listeners—perfect for a client guest appearance.
You may not have their ad budget, but you can absolutely use their intelligence to build your pitch list.
How to Use Advertising Data to Find PR Opportunities
So, how do you turn this ad trend data into an actionable PR strategy? It's about looking for the right signals.
Follow the Money to Find High-Value Shows
Keep an eye on industry reports that list the top-spending podcast advertisers and the shows they're on. While you're not looking to buy ads, this list is a ready-made directory of podcasts that big brands have already vetted for you. These are often high-reach, high-engagement shows that could be great targets for an influential client.
The Podseeker Shortcut: While we don't list sponsors directly, our podcast search and database allow you to find these top-tier shows and filter them by audience size and social reach. This helps you identify the "big fish" that advertisers are targeting so you can evaluate them for your own outreach.
Look at Estimated Ad Costs (CPM) to Gauge Value
CPM, or "Cost Per Mille," is the price advertisers pay per 1,000 listens. While you're not buying ads, understanding the CPM of a podcast or a category can tell you how commercially valuable its audience is perceived to be.
- What it means for PR: A podcast with a high CPM (e.g., $25+) in a category like "Business" or "Technology" likely has a very desirable professional audience. Pitching a B2B client to that show could be a major win.
- The Podseeker Shortcut: In our podcast database, we provide estimated ad costs for many shows. This isn't for you to buy an ad; it's another data point for you to quickly gauge the commercial value of a show's audience during your evaluation process.
Analyze Ad Formats to Understand a Show's Style
The type of ads a podcast runs can tell you a lot about the host and their relationship with their audience.
- Host-Read Ads: If a host is personally endorsing products, it signals a high level of trust with their listeners. This is a great sign for potential guests, as that trust will extend to the conversations they have.
- Pre-Recorded Ads (Dynamically Inserted): Shows that rely on more traditional, radio-style ads might have a more transactional relationship with their audience. This isn't necessarily bad, but it's a different dynamic to consider.
The PR Advantage: Earned Media on Paid Media's Turf
The beauty of this strategy is that you're using paid media intelligence to inform your earned media outreach. While advertisers are spending thousands to get a 60-second spot, you can use their research to land a 45-minute deep-dive interview for your client, which often builds far more trust and authority.
Don't ignore the world of podcast advertising. Use its trends as a roadmap to find influential, professional shows with valuable audiences. Then, use a tool like Podseeker to get the data and contacts you need to turn that intelligence into a successful guest booking.
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