Why Should I Sponsor a Podcast?

At the end of 2021, there were over 850,000 active podcasts available in over 100 languages and this number is growing at a rapid rate, with a 20% increase in the number of podcast available since 2020! It is needless to say that incorporating the art of podcasting is becoming essential to businesses to reach consumers who are, more and more, choosing this media to access their “need to know” information. This form of media and communication can be incorporated into your business in a number of ways but, by far, the easiest and most effective way of doing this is t become a podcast sponsor. 

So, how will becoming a sponsor help me and my business? 

The benefits of becoming a podcast sponsor are endless for your business and the best part is that you don’t have to do the hard work of creating content and building your audience. All the hard work has already been done for you! But, that is not all, just take a look below at what your business could be benefitting from by becoming a sponsor: 

The Podcast Audience 

The podcast audience are loyal listeners. This is not like TV or radio where it is easy to flip a switch and change channels, the podcast audience find podcasts that fit them, their personality and needs and tunes in weekly/daily to listen.  

Additionally, a conscious choice has been made by the audience to listen to the podcast of their choice. This means the individuals listening are much more invested and engaged the podcast topic or episode than say somebody who has been flicking channels on the radio and therefore will be invested in the advertisements and sponsors of the podcast as the podcast host are directly collaborating with the companies chosen to sponsor and the companies operate with in the interest sphere of the audience i.e.: your target audience 

Easily Adapted into Daily Routines

Podcasts are easily accessible on mobile phones, computers, and tablets. They can be taken anywhere by the consumer. As a result of this, they are often listened to while the audience member is going about their daily activies such as working, cleaning or exercise and thus, the podcasts become part of their daily or weekly routine. This means that your business name and message as sponsor will reach the same audience member multiple times a month, this will raise your brand awareness with your brand name becoming a household name for the podcast audience.
Moreover, the nature of podcasts as talk shows, allows them to be a soothing presence in the lives of the listeners which, in turn, allows for them to be listened to whist working or doing activies which listening to TV, radio or music streaming services may be too distracting for. 

Trust and Brand Association

The podcast audience have arrived at the podcast because it is a topic they are invested in and a host that they trust to give correct and true information.  A podcast and a trusted host promoting your brand will in turn transfer that trust to your brand. This is called Brand Association.  Curiosity is already peaked with your brand name as, by the nature of the name being mentioned, on an esoteric interest show it is naturally associated with the same values of the chosen podcast.

This brand association will lead to your business gaining in brand engagement as the audience’s curiosity is peaked. Unlike, with other forms of advertising, the brand trust has already been formed by the time the audience has reached your business website (due to the brand association from the podcast) and therefore your services are more likely to be used without question by the podcast audience member and now your prospective client. 

With all these benefits, it is time to seriously consider podcast sponsorship for your business. We know a thing or two about podcast sponsorship at Kernow Media, we even host our very own show, The Kernow Show. This podcast is designed to help businesses of all levels to succeed by offering inside information to a variety of industries. If you would like to find out more about podcast sponsorship and what we offer at Kernow Media, please don’t hesitate to get in touch by clicking here.