Most marketers chase the wrong metric in podcast advertising. They look at download numbers. It’s easy. It’s visible. But it’s not what moves the needle.
I’ve seen niche B2B shows—like Content Marketing Commute—pull fewer than 100 downloads a month and still generate leads for enterprise SaaS companies.
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What Really Matters: The Host’s Obsession
So what should you look for?
Not a number. A person.
Specifically: a host who’s genuinely obsessed with their topic.
Think about it:
- Joe Rogan jumps from boxing with Teddy Atlas to black holes with Neil deGrasse Tyson. Listeners follow because he’s interested.
- Andrei Zinkevich dives deep into ABM—and attracts an audience who loves that.
- Stephanie Melodia talks to startup founders because she’s genuinely curious—and her show keeps growing.
The Trust Factor
When the host cares, the audience leans in. And when the audience leans in, your ad lands.
That’s why podcasters in my network only promote brands they actually like. Not just whoever’s cutting the biggest check.
The Real Metric That Matters
Because in podcasting, trust is the real metric.
The next time you’re evaluating podcast advertising opportunities, skip the download spreadsheets. Instead, listen to a few episodes.
Does the host sound genuinely passionate about their subject matter? Do they engage authentically with their guests and audience?
That enthusiasm and authenticity will translate directly into better results for your brand—regardless of whether the show has 100 or 100,000 downloads.
I help brands reach their target audience via B2B podcasts host-read ads. Feel free to check out our case studies at b2bpodpros.com.