Ads buy impressions that evaporate. A podcast guest spot earns something better - an hour of attention, a host's trust, and the influence that follows a buyer all the way to the decision. The research traces every step.
Podcasts earn a kind of attention scrolling never will - headphones on, undistracted, one voice at a time. That is the raw material trust is made of.
Nearly three in four Americans aged 12+ have listened to a podcast.
Edison Research · The Infinite Dial 2025 ↗More than double the monthly audience of 2017 - the medium is mainstream.
Edison Research · The Infinite Dial 2025 ↗Around 115 million Americans now listen every single week.
Edison Research · The Infinite Dial 2025 ↗Buyers decide who to trust long before they decide what to buy, and they hand that trust to hosts and genuine expertise, not ads.
An hour in someone's ears builds what a feed post never can.
Cumulus Media / Signal Hill · Podcast Download 2025 ↗When expertise is heard, buyers act - they research you, take your calls, and leave rivals to do it. The bar for quality is low; the reward for clearing it isn't.
Are more receptive to sales outreach from firms with consistent, high-quality thought leadership.
Edelman & LinkedIn, 2024 ↗Ended or reduced a relationship because a rival's thought leadership was better.
Edelman & LinkedIn, 2024 ↗Only 15% of what buyers read rates as very good. The gap is your opening.
Edelman & LinkedIn, 2024 ↗Book a free 35-minute consultation. We'll map the shows where your expertise earns trust fastest - no pitch, no pressure.