Podcasts

Branded Podcasts vs. Sponsored Segments: How Do They Compare?

Discover the key differences between branded podcasts and sponsored segments—and learn which audio strategy best fits your brand goals.

In the booming world of digital audio, podcasts offer brands a golden opportunity to connect with audiences in a deeply personal and engaging way. For advertisers that are ready to move beyond standard ads and upgrade their strategy for better results, two powerful options have emerged: branded podcasts and sponsored (or branded) segments.

Both approaches let you align with a show that your listeners love and naturally weave your brand's story into the podcasting environment. So, what are the differences, and how do you know which one is right for your brand? Let’s break it down.

What Are Branded Podcasts?

A branded podcast is a show produced by the company itself or on its behalf. For example, a local bookstore could start a podcast featuring book reviews and interviews with authors. It’s all about telling your story your way by creating compelling, valuable content. Leading companies like Trader Joe’s, Tinder, and eBay have all had branded podcasts at one point. 

These types of podcasts elevate your brand as the central focus and vary slightly from traditional ads. The goal here is not just to pitch a product. Instead, you want to build a loyal audience by diving into topics that align with your brand’s expertise, whether that's from thought leadership to stories. When you provide genuine value, you create positive attention and position your brand as the go-to authority in your space. Branded podcasts are an ideal choice when your goal is to boost brand awareness and favorability and promote brand authority. The proof is in the numbers: 61% of branded podcast listeners say an episode made them somewhat or much more favorable toward the brand.

What Are Sponsored Segments?

Don’t have the bandwidth or resources to launch your own show from the ground up? No problem. Sponsored segments are exactly what they sound like—segments that allow your product or service to be featured naturally on a podcast with your branding. Think of “This episode is brought to you by…” or “This artist spotlight is brought to you by…” For example, a weather company might sponsor a segment on a podcast and have the host present the day's forecast while dropping the brand name. 

Compared to traditional ad breaks, sponsored segments enable your brand to become seamlessly integrated into the fabric of the content listeners already know and love. These sponsorships are more likely to be short-term (one or several episodes). Additionally, sponsored segments are an ideal fit when your goal is conversions and direct action. 

Here’s one way a sponsored segment could come to life in a podcast episode: 

  • A 10- to 15- second, baked-in intro from the host introducing your brand

  • A one- to two-minute segment in the middle of the episode that feels natural for the podcast topic but hits your key messaging

  • A 20- to 30- second, baked-in outro that thanks your brand for the sponsorship and includes a strong CTA

Meet audiences anywhere (and everywhere) they are with the SiriusXM Podcast Network

Let's talk

How Do Branded Podcasts Compare to Sponsored Segments?

Both strategies involve natural content integration and tap into a core strength of podcasts: a highly engaged audience in a trusted environment. However, they also differ in many key areas. 

Primary Goals 

Branded podcasts: This type is primarily used as an upper-funnel marketing tool. Branded podcasts shine when it comes to building brand awareness, boosting favorability, and cementing your status as a thought leader. Success is measured less in immediate sales and more in long-term brand perception and relationship-building. 

Sponsored segments: This approach can drive mid- to lower-funnel results. While sponsored segments definitely build brand buzz, they are generally used to encourage more direct action—like doing research on your brand or making a purchase.

Audience 

Branded podcasts: This content works to reach entirely new audiences. Think of building your audience from zero. While it’s a big challenge, the reward is a community of new fans eager to hear from your brand. You can get a headstart by promoting your new show via existing channels, such as your website, social media channels, or newsletter.

Sponsored segments: Tap into a podcast’s ready-made, loyal community. You can get immediate access to thousands or even millions of listeners devoted to a show and its host. The trust is transferable—30% of listeners feel more trust towards brands that repeatedly sponsor their favorite podcasts.

Ad and Relationship Length 

Branded podcasts: Creating a podcast is a marathon, not a sprint. This route is much more long-term, as brands would need to develop a show from scratch and be responsible for the entire production and growth—which could take months or even years. 

Sponsored segments: Known as the short-term option, these segments can be as short of a commitment as you prefer. Brands can partner with a show for only one or a set of sponsored episodes, or designate a specific timeframe which creates a commitment with a clear end date.

Investment 

Branded podcasts: Going all in on a branded podcast can be a significant investment. It requires long-term resources and maintenance for developing a strategy and promotion, finding talent, recording, and editing. However, if this type aligns with your goals, it can be a high-effort, high-reward undertaking. 

Sponsored segments: This is often a more accessible option, making it an ideal fit for smaller brands or when the time or budget required for producing a brand podcast isn’t available. 

How a Sponsored Segment on Hidden Brain Achieved Major Results

Here’s a real-world example of how sponsored segments make a large impact: A financial services company partnered with our hit podcast, Hidden Brain, to drive lifts in awareness, increase positive perception, and influence action. The campaign sponsored the “My Unsung Hero” segment, which aligned perfectly with the target audience of hardworking consumers. Using a mix of show sponsorship, host-read ads, and biweekly segments, the campaign more than delivered, achieving:  

  • 52% unaided recall 

  • +45 pt lift in message association 

  • +20 pt lift in unaided awareness

  • +13 pt lift in purchase intent

Additionally, two out of three listeners agreed that the advertiser was a somewhat or very good fit as a sponsor for the segment. This success story is a perfect example of how aligning with trusted content in a meaningful way can produce serious results.

Get Started with SiriusXM Media

Interested in running sponsored segments, building a branded podcast, or need help deciding? We’re here to help with anything and everything from planning, to executing, to measuring impact and beyond. Connect with us about your brand, your goals, and how we can use the power of audio to tell your story. Let’s chat.

More Podcast Advertising Opportunities 

Sources

  • 1.

    Q. When thinking about the brands that advertise in the podcasts you listen to or watch, which of the following statements do you agree with? Select all that apply. Source: Podsurvey Podcast User Study, Q1 2025. Base: Podcast Listeners A18+. N=3,702

  • 2.

    Signal Hill Brand Lift Study Q4 ’2024. Lifts shown are statistically significant at 90% confidence interval or higher. *Indicates lift is directional

Meet the largest ad-supported audience in audio.Advertise with us

Stay ahead of industry trends with our newsletter

© SiriusXM Media. All Rights Reserved.