So you’ve started a podcast and built up an audience. Now you’re interested in finding companies who will want to advertise on your podcast. Here is a step by step guide for how to find advertisers to sponsor your podcast that can help to get you started. 

Step 1: Understand who your audience is. Look at the download numbers and listener data provided by your hosting platform. You might also want to invite your listeners to take part in a short survey so you have a better understanding of who they are and what products and brands they are interested in. 

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Step 2: Create a list of shows that are similar to your podcast and will appeal to the same kind of advertisers. 

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Step 3: Research what brands have appeared on those shows. You will want to focus on the brands that have appeared most recently and most regularly on these other podcasts. For example, if you see that brands like Athletic Greens and Magic Spoon are consistently sponsoring shows that have a lot in common with your podcast, you’ll want to put these companies on your list of target sponsors. You can use our Sponsorship Intelligence data to create a Brand report to help you with this research.

Step 4: Write your pitch to these brands, explaining what your podcast is about, the audience demographic that you speak to, and why their brand would be a great fit for your content. If you have any other loyal sponsors that you’ve worked with in the past, it’s a good idea to mention them here. 

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Step 5: Find the correct media buying contacts at the brands you want to target and get in touch with them. We sell a brand contacts package with our Sponsorship Intelligence service to help you find exactly who to speak to - get in touch to learn more.