New Podcast Sponsors: August 2026
In August, Sponsorable detected 1,796 brands sponsoring a podcast for the first time—first ad aired in August, first found by our systems in August. A hundred and five of them bought two or more shows, and their first buys ran the same three ways as July’s: an episode or two across many shows, every episode of one show, or the shows already about the brand’s own market. July’s arrivals came back, too: 31 of its 98 wider buyers were detected again in August, 30 of them on a show they had already bought. A brand that repeats a first buy is building a roster, and the first round of shows is its core.
The month in numbers
- 78,508 sponsorships found on episodes published in August, across 7,751 shows, from 10,581 brands—a little under July on all three counts.
- 1,796 brands were sponsoring for the first time—about one in six of the month’s active buyers.
- 105 of those new brands bought two or more shows. They are the cohort this post features.
The database of detected podcast sponsors holds the full picture; what follows are the arrivals worth knowing about, the kinds of shows each one bought, and what the July cohort did with its second month.
Testing many shows
An episode or two on many shows, each with its own tracking link. The brand is still deciding which shows earn the rest of the budget, and every show in the sample is being measured on its own.
first detected Aug 11, 2026 · 13 episodes across 8 shows
+3 Instant Hydration sells an electrolyte drink mix built on hand-harvested
French sel gris rather than table salt. Its first three weeks covered
eight shows: relationships and advice (too much., The Real Stuff with
Lucie Fink), true crime (Big Mad True Crime, True Crime Couple), health
(Call Your Doctor), and sports culture (The Pre-Game with Kayla
Nicole), most sampled once or twice, each on its own
link—instanthydration.com/toomuch, /bigmad, /callyourdoctor. Nine
buyer contacts are on file, the most of any brand in this section, and
the sample kept growing: 16 shows by late September.
first detected Aug 13, 2026 · 9 episodes across 7 shows
+2 Orion, founded in 2025, sells a sleep system that tracks the body’s
signals overnight and regulates the bed’s temperature with water. Its
August sample was seven shows across running (Marathon Handbook, three
episodes on orionsleep.com/marathon), business (My First Million),
psychology (Being Well), true crime (Serialously), and political
commentary (The MeidasTouch Podcast). Three contacts on file.
The widest arrival of the month is not new money. Trees.com is Fast Growing Trees under a new name; the nursery has been detected on more than 2,700 episodes since 2020 under its old domains. The new domain appeared on 15 feeds from August 17, ten episodes of The Dana Show at the center and the rest single spots on political and faith shows (The Majority Report, Unashamed with the Robertson Family, “YOUR WELCOME” with Michael Malice). A rebrand looks like a new sponsor in any database, including ours. Pitch it as a known buyer with a new URL.
Buying every episode
The opposite pattern: one show, or one network’s shows, bought daily. The brand already knows whose audience it wants and is paying for frequency.
first detected Aug 2, 2026 · 183 episodes across 13 shows
+8 All 13 shows are Locked On's daily baseball podcasts.
Clutch Parlays is a sports-betting analytics subscription: predictions for games and player props, live odds compared across sportsbooks, and a parlay builder. It bought baseball’s stretch run whole—183 episodes across 13 of Locked On’s daily team podcasts, every day but one from August 2 to the 31st, 28 of them on Locked On MLB. It is the largest first month in the cohort and the only one whose footprint is a network’s whole vertical rather than a show.
first detected Aug 17, 2026 · 23 episodes across 5 shows
Spring Sleep sells a non-invasive device for chronic snoring. From
August 17 it bought news dailies on both sides of the aisle: nine
episodes of The President’s Daily Brief in two weeks, Legal AF and The
MeidasTouch Podcast, Morning Wire—each show on its own link
(springsleep.com/pdb, /wire, /wiredin). Two contacts on file.
Also buying by the episode: Earn Haus, a paid-surveys platform (“get
rewarded for sharing your opinion”), was on every weekday episode of
The BOB & TOM Show from August 6—18 in all, 36 detections, since the
show publishes two feeds—plus ten of Scrolling with Hayley and four of
The Benny Show, on earnhaus.com/bobandtom and /scroll. In B2B,
ThreatDown, Malwarebytes’ business security brand, took every episode
of Cybersecurity Headlines from August 24 to 28, with four contacts on
file. And EKKL, a faith-and-family streaming service launched in July,
was on 12 episodes each of Salem’s Mike Gallagher and Mark Davis shows
from August 13.
Buying shows about their own market
The third pattern skips discovery. The brand buys the shows whose audience is its market by definition. If your show covers a faith, a sport, or a trade, the companies inside it are the shortest pitch.
first detected Aug 3, 2026 · 12 episodes across 5 shows
Two of the five feeds are aggregators carrying The Michael Knowles Show.
Word on Fire, Bishop Robert Barron’s Catholic media ministry, was promoting Heaven in Stone and Glass, its documentary on the Gothic cathedrals of France—Chartres, Notre-Dame, Reims, Amiens, Saint-Denis—which Fathom took to theaters. The buy is Catholic podcasting: five episodes of Pints With Aquinas spread across the month, Abiding Together, and The Michael Knowles Show. Nine contacts on file.
first detected Aug 12, 2026 · 10 episodes across 3 shows
PIX is a free-to-play sports app—puzzles, trivia, and prediction games,
no gambling. It was detected from August 12 on three Fantasy Premier
League shows, FPL Raptor, FPL Harry, and FPL Focal, in the episodes
drafting Gameweek 1 squads, each on its own referral link
(get.mysportspix.app/?c=fplraptor). Ten episodes in two weeks, all in
one fandom, as its season began.
Retail software found the retail shows. ZenlineAI, which builds AI agents for retailers’ assortment decisions, was on Retail Daily Minute and Omni Talk Retail from August 28, and on 26 more episodes of the two in September. Portager, which sells negotiation software to retail merchants, was on Omni Talk Retail and GrocerTalk from August 18. And Ninja Forms, one of the oldest WordPress form builders, bought two WordPress shows, WP-Tonic and Membership Machine Show, with two contacts on file.
What July’s arrivals did next
The July roundup featured 98 brands that bought two or more shows in their first month. In August, 31 of them were detected again, 30 on at least one show they had already bought, and 92 of the 140 shows they ran in August were repeats. Eight bought more shows than in July, 14 the same number, nine fewer.
The wide testers mostly came back wider: Jiyu Skin went from 18 shows to 26, SmileSet from 12 to 16, Forkful from 13 to 14, and NFFC from four fantasy football shows to seven as draft season peaked. The every-episode buyers kept buying by the episode: RealFi and Big White were on 36 and 41 episodes of CoinDesk and The Business Beat, about the same as July, and CiraSync kept 11 of its 12 shows. Hallmark+, Valpak, and Baseball America were not detected in August at all.
Also new in August
- NHTSA—the National Highway Traffic Safety Administration’s Drive Sober pledge, which runs tailgates at college football games through the season—was detected from August 22 on Cousins with Vince Carter & Tracy McGrady, The Triple Option, and Throwbacks with Matt Leinart & Jerry Ferrara, ahead of the college football season.
- Higgsfield AI, an AI creative suite that generates images, video, and voice from prompts, was detected on Lex Fridman’s episode with DHH on August 26. One show, and 20 buyer contacts on file—the most of any brand this month.
- HeyPolo, a family safety app, arrived on August 31 on What Fresh
Hell (
heypolo.com/hell) and was on 12 shows by late September. - Grace Precious Metals, a gold and silver IRA dealer with an Eric
Metaxas endorsement page, was on 11 episodes of The Eric Metaxas Show
from August 13 through a host-branded domain,
metaxasmetals.com—each one counted four times over by the show’s four feeds.
Every brand above just started spending on podcasts. Finding the ones buying shows like yours is covered in finding podcast sponsors; getting to the person at each brand who buys is covered in who to contact for podcast sponsorship.