For podcasters and sponsorship sellers

Find podcast sponsors by seeing who already sponsors shows like yours

A brand that already pays for host reads on shows like yours is a warmer prospect than one you would have to talk into podcast advertising first.

The hard part is finding out who those brands are. The ads are in the audio, and episode pages rarely list them. Podcast Sponsor Finder is a connector for Claude that does the listening: it downloads a show's newest episodes and returns the brands heard advertised in them, the kind of ad, the minute each one starts and the words spoken.

Six steps to a prospect list

1. Step 1

   List 5 to 10 shows whose audience overlaps yours

   Pick shows on your subject, with listeners like yours. Include a few your own size: a brand that buys shows your size is more likely to consider yours.

2. Step 2

   Ask Claude who sponsors each one

   With the connector added, ask “Who sponsors <show>?” for each show on your list. It listens to the 3 newest episodes unless you ask for another number, up to 5 a request.

3. Step 3

   Note the brands that recur

   Each result says how many of the episodes a brand was heard in. A brand heard across several episodes, and across several shows on your list, has most likely renewed.

4. Step 4

   Read the ad copy

   Every ad comes back with the words spoken. They show what the brand is selling to this audience and which offer it leads with.

5. Step 5

   Find the right contact yourself, and pitch

   The tool does not provide contacts. Look for the brand's partnerships or marketing lead, and write with your audience numbers and the shows you heard the brand on.

6. Step 6

   Check the show again before you pitch

   Rosters change. If your list is a few weeks old, ask about the show once more so that you don't cite a campaign that has ended.

What to ask

Copy one of these into Claude and put your own shows in.

A worked example

Read as a prospect list: three brands were in all three episodes. The three heard once may be short tests, or ads inserted for some downloads and not others.

What it won't give you

• No contact details. You find the person to pitch.
• No ad spend or rates.
• No list of every show a brand sponsors. It answers per show.
• One copy of each episode. It hears the copy of each episode that its server downloads, in the United States. Many podcasts insert ads at download time, and those differ by listener, place and day, so another listener may hear other ads. An ad the host reads can be inserted too, so the kind of ad doesn't show whether every listener hears it.
• A model's hearing. A brand name can be misheard and an ad can be missed. Play the minute before you quote an ad in a pitch.

What it costs

3 episodes a month are free, enough to try one show. Pro is $19 a month or $149 a year for 100 episodes a month (fair use). Ten shows at three episodes each use 30. See pricing, or the docs for setup and limits.