So much more than downloads.

WhyPodcasts.org was created because of the need for more sponsorship and advertising education for both the podcaster and the potential advertiser. Within this website, you'll hopefully find everything you need to know about sponsorship and advertising on a podcasting platform.

There is a lot of other information out there, but much of it does NOT cover sponsorship and advertising on a podcaster's PLATFORM. And this is the most important part. Because a podcast is so much more than just a podcast. Many podcasters starting out have a HUGE fanbase on their blog or social media. In other cases, podcasts have successful businesses with a popular website, and can utilize that for a sponsor's exposure while the podcast itself grows it's listener fanbase. However, the podcasting "industry standard" just focuses on downloads, and that standard only applies to HUGELY popular shows and GIANT companies.

But can't smaller shows get advertisers too? Of course they can! And they should!

The problem is that many companies don't know enough about podcasting to understand the value of a sponsorship or advertisement there. And podcasters know the value, but don't know how to explain what they can offer. That's why this site was built.

What A Podcast Is....and What It Isn't

The word “podcast” comes from the first portable, DIGITAL music device, known as the iPod. In fact, it's a combination of "iPod" and "broadcast." The first iPods allowed people to carry their music around as digital files instead of tapes or CDs - and in addition, allowed people to create their own digital files for OTHERS to listen to as well, called podcasts.

A podcast is NOT a random piece of audio on a company’s website.It’s meant to be a syndicated series, and much like our current television media, can be offered and/or downloaded all at once, week-to-week, or in season format.

Podcasting began in 2004 and was a popular, yet somewhat underground medium for a long time. People who write about podcasting having a “renaissance” don’t realize that the popularity hasn’t surged, rather, it’s steadily grown over time since inception. What HAS surged, perhaps, has been media coverage. More media are noticing podcasts and writing about them, and as a result, the podcasting medium is being thought of as a viable channel for media buy and company investment.


Types of Podcasts There are lots of different types of podcasts. Originally, they were mostly in radio show format, which could include one host, or co-hosts in any number. Typically 2 or a panel of 3-4. As podcasting (and all media) changes, the formats change as well. Now there are all different kinds of formats, such as:


These facts were gathered from DemandSage Podcast Insights & few more resources listed in the footer below. Please click on the links in the footer for more information and full lists of research.





4 Year Degree or Higher


100K or Higher


75K or Higher






Listen on Smartphones


Listen on the Computer

Podcast Listeners Are Mobile


Listen in the Car


Listen While Traveling


Listen While Walking, Running, Biking


Listen While Taking Public Transportation


Listen While They Workout

Podcast Listeners are SOCIAL!

93% of them are on social media






Podcast Listeners are Loyal

Listen to Most or All Episodes

Listen Immediately

Listen Within 24 Hours

Made a Purchase Resulting from Podcast Ads


Click the thumbnails on the left to see additional benefits.

  • Engagement

    Podcasters are by far the most loyal and engaged audience of a medium out there. According to AdAge.com, podcasts are able to engage listeners in a way that traditional media can’t. When podcasters speak in a listener’s ear, it feels as if they’re being spoken to more directly. Audience members form relationships with the host and become more rapidly addicted to the content.
    Podcast listeners are the doggies of the audience world. Loyal, supportive, always happy to see you and would save your life if you were drowning.


  • Mobility

    Adding to the “addiction” factor is the ability to take a podcast ANYWHERE the listener goes. As a result, many listeners say that the podcast becomes a part of their daily routine, whether it be their commute, exercise regime, housecleaning or other ritual. Because it’s (mostly) audio, they can listen while doing other things – and then they consume more of the content.

  • Multi-Platform Exposure

    Normally when a company buys advertising, it’s in ONE publication or on ONE channel – but a HUGE benefit of advertising on a podcast is that it’s hardly EVER the only place the company will have exposure. Most podcasts have websites, social media channels, email subscription lists, blogs, and many even host or attend in-person events, either to speak, learn or record episodes live or just to host meet-and-greets. As a result, there are many opportunities that advertisers wouldn’t have with other advertising options.

  • Selectivity

    You’ll never hear about a person “just flipping” through podcasts. The shows that people download are carefully selected and curated by topic. The audience has made a conscious choice to listen to podcasts, and are much more invested in the topic, and by association, the products and services advertised.

  • Buying Power

    Podcast listeners are typically in the higher income brackets and have a higher education level demographic. In addition, because they’ve developed relationships with the host and the content, they’re more likely to make a purchase as a result of an advertisement they’ve heard through a podcast.

  • Permanent Endorsement

    Because of the nature of audio advertising, the commercial will most likely be on that episode permanently – no matter how many times it’s downloaded. Even if the advertiser cancels the contract without renewing, the ad will continue to receive downloads and growth as the podcast does. That’s a benefit not offered by any other medium.



  • Step 1 - The Inquiry

    The first step is to reach out, usually via email and make contact. Send a note to see if the other party is interested in a partnership, with a very brief overview of why you think it would make a good relationship. This exchange will hopefully result in a scheduled phone call.
  • Step 2 - The Preparation

    Next, the podcaster should create and/or send the media kit over. The media kit is a visual representation of their mission, vision, host info, audience demographics and community numbers. This site was also created to use to send either podcasters or potential advertisers to learn more about sponsorship and advertising when preparing for a call.
  • Step 3 - The Personal Contact

    In a perfect world this would be done in person, however, Skype and the telephone are more common nowadays and give both parties the ability to get a feel for how a partnership would work. One party, usually the podcaster, has the task of pitching the partnership, ad package and everything involved in the ongoing relationship.
  • Step 4 - Signing the Contract

    The podcaster sends a contract detailing everything agreed to in the phone call, the advertising package chosen, payment arrangements and any deliverables both parties are responsible for. Signing digitally via a company like Echosign or via Adobe is perfectly acceptable this day and age and should be ok with both parties.
  • Step 5 - Payment

    Payment is made in advance to the podcaster. Usually it is preferred to pay digitally via credit or debit card or via PayPal or Stripe. Payment can be made monthly or for the entire quarter in advance. It is normal for podcasters to only offer 3-month contracts, since it yields the best return for the advertiser.
  • Step 6 - Advertising Creation

    At this point, all of the advertisements are created and sent for approval. This can be the podcaster recording and sending audio pieces, or the advertiser sending talking points. It can also mean designing banner advertising, blog posts, or just simply specifying to what links the advertiser would like to drive traffic. Either party can be responsible for creating the graphic pieces, and even in some cases the audio, if it's not a live or recorded host endorsement.
  • Step 7 - Implementation

    At this point, the podcaster will edit the audio ad into the show, and place the graphic banners in the proper place, and basically implement the contract.
  • Step 8 - Monthly Tracking

    It is the podcaster's responsibility to provide monthly insights into how the advertisements are doing. Obviously, they cannot measure how many people have purchased, unless there was a special tracking mechanism like a coupon code or special link, but they can offer download numbers, web traffic numbers, advertisement impressions and click-throughs, email click numbers, and more.
  • Step 9 - Review

    At the end of the QUARTER, the success of the partnership is reviewed by both parties and a decision is made as to whether or not to continue. Usually partnerships aren't reviewed earlier than this because all advertising campaigns need time to gain traction. You wouldn't run one TV commercial 4 times, and the same should hold true for audio advertisements as well. Hopefully both parties can tweak the contract and/or deliverables and try again.
  • Step 10 - Renew!

    A good partnership, like friendships and marriage, take time to develop and some work. Both parties compromise, and want what's best for the other involved. The advertiser should want their product to be a helpful and useful to the listener, and the podcaster should want to do what they can to sell as much as possible for the advertiser. When partnerships have a mutual "win" like this, everyone benefits and the contract is renewed for another quarter.

How else can we serve you?

Is there any information missing? Would you like to see more statistics? Do you need examples of anything? Or if you'd just like to say hello, please use the form and give us a shout.

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