Strategy
Part of Finding local podcasts to advertise on: a shortlist method
Finding local podcasts to advertise on: a shortlist method
How UK local businesses can find podcasts that reach their catchment, vet recent episodes, compare slot prices per thousand downloads and shortlist two shows.
What to take away
- Define the area your customers travel from first, then search for shows that name it.
- A show is worth shortlisting only if it publishes regularly and gives a download figure per episode.
- Dividing the slot price by downloads in thousands puts every show on one scale.
- Check that the advert is clearly marked and every claim is one you can prove before you book.
Start with the catchment, not the show
Define the area your customers come from before you search for a single show. A clinic may draw from one town and a trades business from a whole county. That map, not a download chart, decides which podcasts count as local for you.
Write down two or three place names and the sector words your customers use. A community podcast that names your town in its description is more likely to reach people who live nearby. National inventory charges you for listeners who will never visit, and a local shortlist exists to avoid that waste.
Where to find local shows
- Search Apple Podcasts and Spotify for each place name plus your sector, and note every show with an episode in the last month.
- Ask two or three non-competing businesses nearby which local shows they listen to.
- Look at community groups and local newsletters for shows that promote themselves to your area.
- Drop any show that has not published in the last month or never mentions your area.
- Keep no more than five shows, so each one gets a proper check.
Podchaser and Listen Notes are podcast databases you can search by keyword, which helps when a show names your county but not your town.
Regional shows charge less per slot and reach people already in your catchment, so a short list of them is usually enough to start with.
Check the last three episodes
Open the last three episodes of each show and look for evidence rather than a pitch. Dates, download figures and the host's own voice tell you more than a rate card does. Tick each item before a show stays on your list.
- Episodes appeared on the dates the show claims, with no long gaps.
- The host can give a download figure per episode, not a vague claim about listeners.
- The host reads advertising in their own voice.
- The audience description names your town, county or region.
- No direct competitor sponsors the same episodes.
Compare shows on one scale
Price per episode means little until you divide it by downloads. The figures below are illustrative, not a market average. Assume a county podcast with 3,000 downloads per episode quotes £250 for a 45-second host-read slot.
Worked example: county podcast
- 3,000downloads per episode
- £250cost per 45-second slot
- £1,000total for four episodes
- £83cost per thousand downloads
Run the same sum for every show on your list. A cheaper slot on a small show can cost more per thousand downloads than a dearer slot on a larger one. At this scale, a single customer mentioning the show at the till is a meaningful result.
Send a short first email
Email each shortlisted host with your business name, the number of episodes you want and the slot length you have in mind. Ask for a price per episode, a price per series and permission to reuse the audio on your own channels.
Ask the host to keep the same opening line across the run. Repetition is what makes a small local audience remember a business name, and a short series is cheaper than a one-off national slot.
Settle the measure before you book
Pick one measure before the first episode airs. A dedicated landing page, a spoken code word or a named offer all work for a local audience, and each is easy to ask the host to read out.
Compare the cost per enquiry with your other local channels, such as leaflets or a paid social post aimed at the same postcode. If the podcast costs less per enquiry, renew.
Check the rules on the final two
Podcast advertising in the UK falls under the CAP Code, which covers misleading claims, pricing statements and testimonials. Ask the host to mark the slot clearly as an advert or sponsorship so listeners are not misled. The UK rules and compliance guide covers the wider duties.
If a host offers listener data, or you ask for targeting by postcode, the UK GDPR and the Data Protection Act 2018 apply. The ICO says you must determine your lawful basis before you start using the personal information, and you must document it.
Cut the list to two
Cut the list to two once the checks and the sum are done. Keep the lowest cost per thousand downloads only if the audience description fits your catchment, because a cheap slot in the wrong area is still wasted spend.
Where two shows tie, prefer the host who will keep your opening line and confirm the terms in writing. Our sponsorship packages for small businesses checklist sets out what a fair deal should include.
Common questions
How many local shows should I shortlist?
Three to five is workable. More than that and the episode checks become shallow, while fewer leaves you nothing to compare.
What if a show will not share downloads per episode?
Ask again, or drop it. Without a figure you cannot work out cost per thousand downloads, so you cannot compare it with the rest of your list.
Can I shortlist a show in a neighbouring county?
Yes. If customers cross the border for your service, a show in the next county can still pay. Check the audience description the host provides.
Do I need a written agreement for one episode?
A short email confirming the price, the episode date, the slot length and the right to reuse audio is enough for most small bookings. Keep it.
