Which podcasts are best for advertising?

When I started looking into podcast advertising, I thought the “big” shows would be the best. You know, the ones with millions of downloads. But here’s what I found out the hard way: bigger isn’t always better. The real magic happens with podcasts that have a more focused, loyal audience — even if that audience is smaller.

For example, I once placed an ad on a huge general-interest podcast, and while it got a ton of impressions, the conversions weren’t great. Later, I advertised on a niche personal finance show with a much smaller following, and the results blew me away. That audience was dialed in, trusted the host, and actually cared about my offer.

That’s why I now believe the “best” podcasts for advertising are the ones where the content aligns tightly with your product. And honestly, that’s something that most traditional Podcast advertising agencies don’t always help with — they usually just push the shows they already have relationships with.

What I love about Podvertise.fm is that it puts the control in your hands. You can browse through more than 600,000 podcasts, filter by category, and even drill down by location or language. So instead of guessing, you can make data-driven choices.

Some of the podcasts that tend to work well for ads (in my experience) are:

• Finance and money shows (great if you’re offering financial tools or services).

• True crime (believe it or not, listeners are super engaged and trust their hosts).

• Niche hobbies (from gardening to gaming — these audiences are gold).

The common factor? They all have hosts that people feel a real bond with. And when the host vouches for your brand, that bond transfers to you.

So to answer the question: the best podcasts for advertising are the ones where your ideal customer already spends their time. And if you want to find them without paying a fortune to Podcast advertising agencies, Podvertise.fm is the way to go.