The Podcast Consumer

Who exactly do you reach by sponsoring or advertising in podcasts? Each show has its own specific audience, but podcast listeners all have key characteristics which are highly appealing to brands and businesses looking to get their message heard.

Podcast listeners are overwhelmingly affluent, educated and engaged. Does this sound like the sort of person you're looking to reach?

Another benefit of advertising on podcasts — it's a way to reach the notoriously hard to reach, digitally savvy consumer who uses ad-blocker tech.

Podcast listeners are largely 18 to 54, affluent, educated professionals.

Source: Edison Research (2019)

Recall (1).png — Podcasts engage listeners. Research shows 76% of UK listeners have followed up on an ad or sponsor’s message that they heard on a podcast.
*Source:* *ACAST (201*8)

Attention 2 (1).png — 70% of listeners do nothing else whilst listening, that’s a lot of focused attention.
*Source:* *Edison Research (2019*)

How effective is podcasting advertising, really?

As a predominantly host-read ad space, advertisers are increasingly investing and experiencing success in the podcasting medium. According to a Nielsen podcasting report, host-read ads drove an aided brand recall rate of 71% and 62% of participants agreed that ads made them consider new products/services. Direct response advertisers have always used the podcasting ad space, and brands have started to follow. As a result, ad spending on podcasts is expected to be around £1.77 billion in 2023.

Our Shows

At Message Heard, we pride ourselves on our range. Sport, politics, pop culture — we make genre-spanning shows that own their niche. These are the current shows in the works that are looking for sponsors and advertisers:

Conflicted, Season 3

**Genre:** Politics (history, religion, news)
**Downloads to Date:** 750K+
**Downloads per Episode (first 30 days)**: 15K
**Listener Base:**
● News and politics junkies, including those who appreciate a bit of humour to lighten things up
● Highly engaged. 89% have shared with a family or friend. We also have a combined social following of over 2.5K.
● Growing by the day — this content is evergreen, so we see people discover and make their way through the back catalogue every day.

Twenty Twenty: A Pop Culture Podcast

**Genre:** Society & Culture (pop culture, TV and film, music, trends)
**Downloads to Date:** 45K+
**Downloads per Episode (first 30 days)**: 4K
**Listener Base:**
● Pop culture junkies, especially the under-served UK audience`
● Millennials looking for a noughties nostalgia fix
● Trendy Gen-Zers who’ve tapped into the noughties revival and are looking to rediscover gems for a new generation

Untold Killing

**Genre:** History (conflict, war, justice)
**Downloads to Date:** 95K
**Downloads per Episode (first 30 days)**: 4K
**Listener Base:**
● Remembering Srebrenica’s engaged followers of over 45K (this is a co-production with Remembering Srebrenica, which is a charity).
● Existing audience of the guests and interviewees, which are the highest calibre in the field.
● Successfully cross-promoted to our Conflicted audience, with 20K listens to the teaser trailer on that feed.

Previous Sponsors

By working with us you’ll be in great company. Our previous podcasts have been sponsored by the likes of Harry’s, The Economist and The Jordan Harbinger show.

Working with Message Heard

We’re a small shop — which means your money will go a lot further with us. Unlike an agency who will place your ads across shows, by working with us you have complete say over when, where and how often your ads and sponsorship appear. It’s this flexibility that will really help you get the most out of your ads.

Get in touch to find out more about audience demographics, rates, and what the show can do for your brand.