Business and finance channels LOVE discussing marijuana

April 16, 2020
Elsie Bernaiche
Account Executive at ThoughtLeaders

Brands Mentioned

The Insight

Cannabis has been culturally associated with blue collar labor, but the recent push for legalization has forced the businessman's hand. Now, countless finance and marketing podcasts are covering various trends and changes in the industry. These are not channels dedicated to marijuana, but they certainly do mention them. So how can we understand the overlap?

Let’s look at sponsorship king HubSpot - they are a great example of a comprehensive business service provider especially favored by start-ups. They have tested a wide variety of sponsorship verticals and have hit on what works.
Hubspot has earned over 1M impressions just from sponsoring on 88 podcasts. It's mainly business/entrepreneurship podcasts. Within this space, our system identified 27 episodes from 16 unique channels talking about cannabis and marijuana. That's an incredible amount of overlap!

To create a more comprehensive picture, I overlapped the top 100 Zapier, Hubspot, Salesforce, and Upwork sponsored channels with those also mentioning marijuana, to get 36 podcasts that hit all the checks! That’s an audience of 46M+ counting.

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