Finding the Best Podcast to Advertise On: 7 Tips for Success

Podcast advertising is one of the fastest-growing and most effective ways for brands to connect directly with listeners—offering unmatched engagement and ROI. With 158M Americans tuning in to podcasts monthly, this channel provides an unparalleled opportunity to engage audiences in an intimate yet high-impact format.  

Each year, the number of podcasts is only growing, leaving brands to wonder which one fits their advertising needs. After all, there’s a lot on the line when making the decision, from building connections to influencing consumer action. For one, listeners value the companionship and diverse range of topics that podcasts offer compared to other forms of media. Secondly, nine in 10 listeners have taken any action after hearing a product or service advertised on a podcast.

The data is clear, and the potential is even clearer. With the right podcast and the support of a trusted network, your brand can thrive in this powerful ad space. Here’s your guide to finding the best podcast to advertise on, with actionable tips for success—plus why the SiriusXM Podcast Network is the ideal partner.

How to Find Your Perfect Podcast Pairing

1. Know Your Audience 

The key to any successful advertising campaign is understanding your audience—and podcast ads are no different. Start by identifying your target demographics and psychographics and getting the answers to these questions:

• What shows are they already listening to? 

• What genres are they into (comedy, true crime, self-help, sports, etc.)? 

• Do they prefer to listen to audio-only shows, or do they gravitate to video formats? 

• Do they take action after hearing an ad on a podcast? 

• What are their listening motivations? Is it getting access to in-depth conversations and coverage or feeling close to the host? 

To round out your research, consider building audience personas, known as a way to visualize a group of people within your target audience to better focus your campaigns. Define your ideal listener’s pain points, consumer habits, and content preferences to better align your ad with their interests. 

2. Start First with a Network 

Rather than trying to comb through thousands of podcasts individually, begin by exploring the right podcast network for your needs. Networks come with a library of high-quality shows under one umbrella, often sharing audience demographics, listener data, and proven ad performance.

Save time and maximize ROI by working with a network that already has what you're looking for. The SiriusXM Podcast Network is a top choice for advertisers, with our reach spread across top networks like Team Coco, SmartLess Media, audiochuck, the Unwell Network, CNBC, and more—so you can reach the people who matter most to your brand. 

We boast multiple advantages, like more shows in the top 50 than any other network and the title of the #1 network with women. Brands can filter through an extensive portfolio tailored to their marketing goals.

3. Choose the Best Host 

The host of the podcast is just as important as the content and can make or break the listener (and brand) experience. A host who aligns with your brand’s values and voice can make your message more authentic and persuasive to your target listeners. By selecting a host whose personality fits well with your brand, you increase the likelihood of creating a connection that drives action. We’ve found that comedians, everyday people, and journalists are the most popular host types among our listeners, and 78% appreciate it when hosts are authentic and uncensored.

Do your listeners enjoy unfiltered and empowering celebrity interviews? Alex Cooper, host of Call Her Daddy, brings exactly this each week. Or does your audience relish in ethical, justice-seeking takes on true crime? Ashley Flowers, host of Crime Junkie, is on the case. 

And if you’re a smaller brand with a more limited budget? A host-read ad may not be the best fit for your campaigns (yet), making it all the more important to find the right announcer or voice actor for your announcer-read or brand-read ad.

4. Learn the Available Read Types 

The delivery style of your message matters as much as its content and the speaker behind the mic. Podcasts offer multiple ad delivery types, and the one you choose can make all the difference in influencing your campaign’s success. To narrow down the options, think about how your brand’s tone and message will resonate best.

There are several styles of podcast ads, and each one creates unique opportunities for brands:

• Host-read ads: Leveraging the host-listener connection and delivered authentically by the host, these ads feel conversational and often include personal endorsements.

• Video host-read ads: Similar to host-read ads, video host reads feature visual elements. This type’s advantages include showing a host’s facial expressions and gestures, promoting a sense of connection and persuasion.

• Ad-lib: As a form of host reads, ad libs allow the host to put their own spin on a script about your product or service. Think of this type as coloring slightly outside the lines.

• Verbatim reads: Another form of host reads, verbatim ad formats are the opposite of an ad-lib. This format is all about the host sticking to a provided script, ensuring every word aligns with your messaging—especially when legal compliance is at stake. 

• Announcer-read ads: Just as the name insinuates, no hosts are involved in this ad format. Using voiceover talent, this type can be equally persuasive as host reads, especially when you pick a voice and tone that resonates with your consumers.

• Brand-read ad: Advertisers opt for this option when they want 100% message control. You can create this ad type with all the bells and whistles, from voice actors to music, and repurpose it for other mediums.

5. Find the Right Ad Length

Podcast ads come in various lengths, and their placement within the show can impact how well they perform.

• Pre-roll ads (15–30 seconds): This ad plays at the start of the episode, grabbing the listener’s attention early.

• Mid-roll ads (60-90 seconds): These placement comes in the middle of the episode when engagement is at its peak.

• Post-roll ads (15–30 seconds): This ad arrives at the end of the episode, reinforcing your messaging for dedicated listeners who stay till the end.

6. Who are the Over-Indexing Audiences? 

Every podcast has a unique listener demographic. Find shows with over-indexing audiences that align with your target market for the greatest impact. 

Here are a few examples from our network:

• Rotten Mango attracts younger, multicultural female listeners who are avid fans of storytelling and true crime.

• The Fantasy Footballers draws in male listeners who are college-educated, sports-obsessed, and Gen Z and millennials.

• Vibe Check captivates multicultural, LGBTQIA+ audiences who are seeking meaningful, thought-provoking discussions.

Matching your brand to the podcast’s audience ensures your message reaches the right people in the right context.

7. Consider Social Media Reach

Podcasts (and their hosts) no longer live solely in audio form; many extend their influence across multiple social media channels. With omnichannel consumption on the rise, listeners are eager for as much content as they can get. In fact, there’s been a +146% growth in podcast consumption across social media in the last two years. Podcast fans are hungry for engaging snippets, behind-the-scenes content, or episode highlights on Instagram, YouTube, and TikTok. And Gen Z is leading the charge, with 63% being more likely to consume podcasts on TikTok.

As for what this means for advertisers? Omnichannel influence is the wave of the future. When you lean into this strategy, you can maximize brand exposure and reach audiences who are active on multiple platforms. 

This Way for Better Podcast Ad Campaigns 

Podcast advertising is one of the most effective ways to connect with a modern, engaged audience—and we’re here to make that connection seamless. Whether you're targeting millennials, Gen Z, or college-educated professionals, we offer a wealth of diverse content, influential hosts, and tailored advertising options. 

And with 60M monthly podcast listeners tuning in to our network, we have the numbers and reach to help you succeed.

Ready to take the first step towards more impactful ad campaigns? Let's talk.

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