Work Backwards from Shows Like Yours
The strongest sponsor prospect is a brand already buying a show like yours — the pitch writes itself. This tutorial mines a comparable show's sponsor roster. Requires the Pro plan (podcast profiles are a Pro feature).
Steps
- Open Podcasts in the sidebar and search for a show comparable to yours — same niche, similar audience, ideally a bit bigger. The filters help when you don't have a name in mind: category, sponsor industry, and minimum sponsor counts find monetizing shows in any niche.
- Open the show. The header alone earns the visit: artwork, website, hosts, and the show-owner email from its RSS feed.
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Read the Episodes tab. Every episode lists its
detected sponsors with two details that matter:
- the # column — how many times that brand has appeared on this show. "136th" isn't an experiment; it's a renewal. Brands renew what works.
- the link column — the landing page each sponsor used, useful later when you write your pitch.
- Switch to the Sponsors tab for the full roster: every brand ever detected on the show, with episodes sponsored, first sponsored and last sponsored dates, industry, and country. Read it as tenure: a brand that started a year ago and was last detected this month is a happy repeat customer of an audience like yours.
- Shortlist the roster's proven repeaters (high episode counts, recent last-sponsored), then open each brand's sponsor profile to vet it and find the buyer — next tutorial.
Tips
- Repeat this for 3–4 comparable shows and note the brands that appear on more than one — those buy your niche, not just one host.
- On the Sponsors search page, the Has Sponsored Podcast filter does the same job in reverse: type the comparable show's name to filter the sponsor database to its buyers.
- Don't have Pro? You can still get most of the value from the sponsor side: category search plus the Has Sponsored Podcast filter work on every plan.