Podcast sponsorship is a form of advertising in which a brand pays for a mention in an episode. The most effective format is a segment read by the host in their own words, because it carries over some of the trust they have with listeners. Prices depend on the number of episode downloads and on the placement of the segment – at the start, in the middle, or at the end. Measuring the effect is difficult, because the listener usually does not click immediately; discount codes, dedicated landing pages and an origin question at enquiry stage are therefore used. Legally, there is an obligation to label paid partnerships clearly, not only in the episode description. For companies in a narrow field, sponsoring a specialised podcast tends to be a more precise reach than broad advertising, even though the absolute numbers are low.
See also: Disclosure of paid partnerships, Podcast Distribution, Call tracking.
