Sponsors / Guide

How to find podcast sponsors

The best list of potential sponsors is the brands already paying other podcasts. Here is what the show notes of 5,194 active podcasts tell us (2026-07-23 to 2026-10-21), and how to use it.

What the data shows

• 1,014 of 5,194 active shows (20%) listed at least one sponsor in their written show notes in the last 90 days.
• We recorded 41,939 sponsor placements across 19,145 episodes (affiliate links excluded).
• 31% of placements included a promo code, a strong sign of a direct-response budget.
• A sponsored show lists a median of 3.0 distinct sponsors.
• 482 of the 957 brands on this site sponsored two or more different shows: they buy podcast ads repeatedly, not as a one-off.

1. Start with brands already buying in your category

Brands that sponsor shows like yours already have a budget, creative and a sense of what works. The biggest categories by number of sponsors right now:

• Health & Fitness: 306 sponsors
• News: 270 sponsors
• Comedy: 231 sponsors
• Society & Culture: 229 sponsors
• True Crime: 157 sponsors

2. Prioritise repeat and recent buyers

A brand seen on many shows, and seen recently, is actively spending. These are the most active right now:

1. Quince: 146 shows, last seen 2026-10-21
2. BetterHelp: 100 shows, last seen 2026-10-21
3. Factor Meals: 96 shows, last seen 2026-10-21
4. Cash App: 82 shows, last seen 2026-10-19
5. Shopify: 82 shows, last seen 2026-10-21
6. PrizePicks: 78 shows, last seen 2026-10-21
7. Ultra: 77 shows, last seen 2026-10-21
8. Kalshi: 76 shows, last seen 2026-10-21
9. Gametime: 59 shows, last seen 2026-10-21
10. OneSkin: 57 shows, last seen 2026-10-20

See the full top 100 podcast sponsors and brands new this week.

3. Look at who sponsors comparable shows

Find two or three shows with an audience like yours, open their pages (for example from a sponsor page's show list) and note every brand. Overlap between comparable shows is your shortlist.

4. Pitch with specifics

Mention the shows a brand already sponsors, how your audience compares, and whether you can offer a promo code or a trackable link: 31% of the placements we see use codes, so brands expect to measure results.

Limits of this data

We read written show notes only, so ads read on air but not listed are missed. See methodology & coverage.