Podcasts: A Brand-Safe Bet
Podcasts have become one of the most intentional, personal, and trusted media channels. Consumers actively choose the shows they follow, creating an environment that feels opt-in and curated. For advertisers, this unique dynamic creates opportunities—and sparks questions. If podcasts are so personal, how do brand safety and suitability play out? How do audiences react when sensitive subjects arise? And what happens to brand perception when ads appear alongside content that some might find controversial?
To unpack these questions, we polled podcast listeners ages 18 and up across the general market and Black/African American and Hispanic audiences. The findings reveal that while sensitivities around content will always exist, audiences overwhelmingly continue to trust podcast sponsors. In fact, podcast consumers not only trust brand sponsors, but they also maintain that trust even when content becomes controversial. In a nutshell, podcasts are more brand safe than you may think, and here’s why.
Podcasts Thrive on Intentional Listening
In a world of endless scrolling, podcasts are a rare space where attention feels intentional. In other words: The consumer is in control. Audiences know exactly what they’re pressing play on, giving them the power to avoid specific topics or the ability to lean into edgier shows they trust—even if they contain content some brands might label as unsuitable. This intentional choice makes podcasts more predictable than feed-based platforms, positioning them as one of the most controlled and brand-safe advertising environments in digital media. And the data backs it up.
Explicit Content Isn’t the Liability Many Assume
A common hesitation among advertisers centers on the “explicit” label, but the data uncovers a more reassuring story.
76% of general market podcast consumers report either no change or a more positive perception of brands advertised on explicit podcasts.This highlights that explicit content does not automatically create brand risk, and it often has no negative effect at all
Over one in three Hispanic podcast consumers report no change in brand perception when a brand or product is advertised on a podcast show that is marked as “explicit,” and another one in three describe them as “edgy,” meaning they don’t penalize brands for showing up in that environment
Black/African American podcast consumers are more likely to describe brands as “fun” (30%) or “authentic” (30%), suggesting that advertising in edgier content can actually enhance brand identity
For advertisers, these insights mean the opportunities outweigh the risks when creative and targeting are handled strategically. In short, “no change” in brand perception is actually a win for advertisers. This protects brand equity while still delivering the core benefits of podcasts—deep engagement, trust, and cultural relevance.
Audience Trust: The Differentiator in Podcasting
The study findings make one thing clear: Podcast advertisers or sponsors are associated with high levels of trust and brand perception compared to many other media environments. Across the board, consumers agree that podcasts are an appropriate place for advertisers to show up, with 75% of Black/African American respondents, 68% of Hispanic respondents, and 65% of general market respondents reaffirming this belief. Perhaps the most impactful finding of all is that the overwhelming majority of respondents trust that brands understand their audiences when choosing to advertise on specific podcasts or genres (76% of Hispanic, 73% of Black/AA, 71% of general market).
It’s also important to note that podcast consumers actually like when their favorite brands back their favorite shows, welcoming advertisers in their listening and viewing experience. In fact, 30% of podcast listeners feel more trust towards brands that sponsor their favorite podcasts repeatedly. And one-third of listeners go out of their way to support brands that support their favorite shows.
Podcast listeners’ ad receptivity underscores a critical advantage for advertisers: Podcasts create memorable brand moments that foster positive associations and long-term affinity. Almost seven in 10 Hispanic (66%), general market (64%), and Black/African American (64%) respondents say they are more likely to remember brands that support their favorite podcasts. This indicates that podcast advertising is a powerful driver for brand recall. Even more encouraging, the majority of respondents say that when brands advertise on edgy or potentially controversial podcasts, it does not impact their opinion of the brand (62% of Hispanics, 59% of Black/African American, 53% of general market). This reinforces the opt-in nature of podcast consumption, where audiences understand the context of the content they’ve chosen and how they don’t hold advertisers responsible for the tone or topic of the show.
To summarize, podcast advertising and sponsorships are not only brand-safe, but they actively build credibility with audiences who feel a deep connection to their favorite hosts or shows. And for many consumers, the simple act of sponsoring their favorite shows and supporting their favorite hosts makes a brand more trustworthy and memorable, creating a halo effect. This unique dynamic is what sets podcasting apart, offering advertisers a rare combination of safety, trust, and lasting impact.
Bet on Podcasts with Confidence
As brand safety continues to dominate marketing conversations, podcasts offer a clear, significant advantage. They provide an intentional, predictable, and trusted environment. We’ve found that audiences not only accept advertising in podcasts—they welcome it. They view sponsorships as a sign of support for the shows and hosts they value, which in turn strengthens trust, recall, and positive brand association.
Podcasts are more than brand safe—they are brand-building safe bets. By showing up in this intimate environment, advertisers gain more than just exposure; they gain meaningful, memorable connections that drive long-term growth.
Simply put, brand safety is top of mind for every marketer, and podcasts deliver it. If you’re ready to bet on podcasts, let’s talk.
