Which brands advertise on podcasts the most?

The brands podcasts name as their sponsor most

We count a video only when its own text names the brand as its sponsor, as of November 8, 2026. A podcast here is a channel we file as a podcast or interview show, or one with podcast in its name.

Source: Our own count, sponsor_deals_per_deal and channel_videos, November 8, 2026

• 2,152 brands are named as a sponsor at least once, and 65 of them on 5 channels or more.
• Betting and prediction apps buy a lot too. DraftKings is named in 183 videos on 26 channels, PrizePicks in 45, FanDuel in 41 and Kalshi in 36.
• Ultra is the newest big buyer. All 129 of its videos came out from July 2026 on.

Most of it goes back to the same shows

Of the 7,050 videos, 5,161 come from a brand and a show that worked together 3 times or more.

1. BetterHelp went back at least 3 times to 59 of its 118 channels. Those 59 hold 513 of its 589 videos.
2. Theo Von, with 4,800,000 subscribers, named BetterHelp in 26 videos from June 2023 to September 2026, with his own link, betterhelp.com/theo. Those 26 have 63,880,149 views.
3. Huel is in 27 videos with Josh Horowitz, who interviews actors and filmmakers, from January to October 2026.
4. Hims is in 15 on Harland Highway Podcast, a comedy show, from December 2024 to September 2026.
5. REVOLVE is in 15 on Almost 30 Podcast, from September 2025 to April 2026.

One brand on Marketing Operators buys podcasts this way: it holds on to the ones that perform well consistently, and keeps trying new ones for new audiences.

Some brands buy one show again and again

1. Allstate is named in 76 videos on Donut Podcasts, a car news show, from June 2024 to December 2025.
2. Sandfly Security, a security company, is in 43 on Destination Linux, a Linux show, from June 2025 to October 2026.
3. Continental Tyres is in 31 on The Good, The Bad & The Rugby, a rugby show, from October 2025 to October 2026.

A code or a link is no proof of a sponsorship

30,013 videos on these channels carry a brand's code or link. 7,050 of them say in writing that the brand sponsored them.

• PrizePicks has a code or link in 1,126 videos, and is named as the sponsor in 45.
• BetterHelp has a code or link in 1,236, and is named as the sponsor in 589.
• A code alone can't tell you whether that episode was paid for, so we leave those videos out of the table.

How to buy podcast ads

1. Buy the video too. One operator on Marketing Operators says half of podcast views now come from YouTube, so a podcast buy is very visual now.
2. Expect a long read. One brand on Marketing Operators gets ad reads of 60 to 120 seconds inside long YouTube videos and podcasts, and calls that a different sort of impression.
3. Put every code under one plan. A creator on SnapStream says one sponsor runs its Instagram ads and its podcast ads from two teams, an outside agency and an internal one. They don't talk, and each gave the creator a different discount code.
4. Run the best reads as ads. About 10% of Ridge's partnership deals are sponsored YouTubers whose posts Ridge also promotes.

See how much of your ad budget to put behind creators and the share of budget DTC brands give to YouTube advertising.

This audit comes from Influencer Advisory, our influencer marketing agency.