How to Use Podcast Charts

For podcast ad buys, podcast guest pitching, and competitive intel

ICYMI, Podchaser released a totally reimagined podcast charts discovery hub. It’s a best-in-class resource for podcast listeners to find their next favorite show.

But what about the podcast charts hub’s commercial utility? Who stands to benefit? And how should they leverage charts? What does this mean for Podchaser Pro users? 

We’ll unpack the power of podcast charts for three primary use cases:

• podcast ad buyers
• PR pros pitching clients as guests and
• podcast networks 

Let’s dive in!

Charts for Podcast Ad Buyers

Podcast ad buyers, here’s how to use podcast charts:

Audience Size and Reach: Chart rankings often correlate with the size of a podcast’s audience and the velocity of its popularity. Higher-ranked podcasts typically have larger listenerships, which can offer broader reach for advertising messages. This is crucial for ad buyers aiming to maximize the exposure of their campaigns.

Podchaser ‘Pro’ Tip – pair a podcast’s chart rankings with Pro’s podcast reach data and Podchaser Power Score (a proprietary popularity metric) to gain even more confidence in a podcast’s suitability for your next ad buy or sponsorship

Credibility and Influence: Ranking on podcast charts can lend credibility to a podcast. This perceived credibility can enhance the effectiveness of advertisements, tapping into the trust forged between podcast hosts and their audiences.

Podchaser ‘Pro’ Tip – pair chart data with a podcast host’s social engagement and podcast reviews to gain a more complete understanding of a podcaster’s influence. Both social media handles and podcast reviews are included in Podchaser Pro’s dataset.

Trend Insights: Chart rankings help ad buyers identify trending podcasts and genres, allowing them to tap into current listener interests and cultural shifts. This can lead to more targeted and relevant ad placements. Pro users can access a 90-day lookback to see a show’s chart positions over time.

Podchaser ‘Pro’ Tip – Riding the cresting wave of a rising show can mean bigger bang for your sponsorship buck. Sustainability more your thing? Prioritize a show’s consistency. Downward trajectories don’t spell doom. In fact, they might make a show more investable at a lower rate.

Competitive Analysis: Chart rankings can help guide your buying decisions, especially when comparing a portfolio of prospective shows. 

Podchaser ‘Pro’ Tip – when you’re deciding between two shows, look at how each has charted over the last 90 days. Then use Podchaser Pro brand sponsor data to see which brands have sponsored each show, for how long, and the likely spend amount.

By considering these factors, ad buyers can make informed decisions that align their advertising goals with the best available podcast opportunities, optimizing their campaigns for maximum impact and efficiency.

Charts for PR

PR professionals, here’s how to use podcast charts to find guesting opportunities for your clients:

Visibility and Exposure: High-ranking podcasts typically boast larger audiences, providing more significant visibility for the client. A guest appearance on a charting podcast can lead to substantial exposure, potentially reaching thousands or even millions of listeners.

Podchaser ‘Pro’ Tip – Pair a podcast’s chart rankings with Pro’s podcast reach data and Podchaser Power Score (a proprietary popularity metric) to gain a more comprehensive understanding of listenership and popularity.

Brand Association and Credibility: Featuring on well-regarded and popular podcasts can enhance a client’s brand by association. Being a guest on top-ranked podcasts lends credibility and can position the client as a thought leader in their field.

Podchaser ‘Pro’ Tip – What’s gonna get your client more excited? “this podcast is a great fit because they cover topics in your domain expertise.”

vs. “the #7 marketing podcast on Apple charts wants to have you on. They get 250k downloads per month.” 

Target Audience Alignment: Chart rankings can give insights into which podcasts are resonating with specific demographics and interest groups. This helps publicists strategically select podcasts that align with their client’s target audience. Thus ensuring that their messages reach the most relevant listeners.

Podchaser ‘Pro’ Tip – Pair chart rankings with Podchaser Pro’s audience demographic data to confirm target podcasts do in fact speak to your clients’ ICPs.

Amplified Earned Opportunities: High-ranking podcasts often have strong social distribution and a dedicated listener base that actively engages with content. This can amplify the reach of any appearance through social media shares, community discussions, and cross-promotions.

Podchaser ‘Pro’ Tip – Pair chart data with a podcast host’s social engagement and podcast reviews to gain a more complete understanding of a podcaster’s influence. Both social media handles and podcast reviews are included in Podchaser Pro’s dataset.

Competitive Advantage: Securing spots on high-ranking podcasts can give clients a competitive edge in their industry. It shows that they are key voices within their sector and are recognized on influential platforms.

Podchaser ‘Pro’ Tip – Build an initial list of target shows based on their relevant chart positions. Then drill into each show and see if they’ve featured guests, using Pro’s “has guests” feature. If yes, use each podcast’s credits section and episode search feature to see who’s previously appeared. If you or your clients recognize industry peers, you’re in good company and should pitch these shows.

By focusing on podcast chart rankings, publicists can strategically position their clients to maximize the benefits of their appearances. These opps enhance visibility, credibility, and audience engagement effectively.

Charts for Podcast Networks

Podcast networks here’s how to use podcast charts rankings as a valuable tool for competitive intel:

Identifying Trends and Popular Genres: By monitoring which types of podcasts consistently rank highly, networks can identify current trends and listener preferences. This helps you strategize content creation to meet demand or even predict future trends by noticing emerging themes in lower-ranked but quickly rising podcasts.

Podchaser ‘Pro’ Tip – 90-day historical chart positions will help you trendspot in just a couple clicks. Pair category-specific chart data with Pro’s monitoring feature to see how certain topics pop off.

Benchmarking Performance: Podcast networks can use chart rankings to benchmark their own podcasts against competitors. This includes understanding which aspects of a competitor’s podcast (such as episode length, frequency, format, or subject matter) might contribute to its high ranking. Such analysis helps networks refine their own offerings and marketing strategies.

Podchaser ‘Pro’ Tip – Pair chart data with Pro’s entire insights suite to gain x-ray vision on your network peers (competitors). Capture deep data snapshots per podcast by exporting the podcast data as a PDF. Do this on a monthly or quarterly basis for best results.

Scouting Talent: Charts are a great tool for discovering and scouting new talent. Networks can identify rising stars in the podcasting world whose shows are climbing the charts, potentially offering them partnerships or inclusion in their network to bolster their lineup with popular voices.

Podchaser ‘Pro’ Tip – Find a potential breakout star before they go big, thanks to chart data. Want to pitch a show to discuss acquisition? Use Pro’s verified contact info to reach out.

Evaluating Marketing and Distribution Strategies: By observing the performance of podcasts within specific charts, networks can infer what marketing and distribution strategies may be working for their competitors. For example, if a competitor’s podcast jumps in ranking following specific promotional activities or strategic partnerships, a network can consider similar tactics.

Podchaser ‘Pro’ Tip – Pair chart data with a podcast host’s social engagement to gain a more complete understanding of a podcaster’s influence. Social media handles are included in Podchaser Pro’s dataset.

Innovating Content and Format: Seeing what’s successful in the charts can inspire networks to innovate with your own content. This could mean: experimenting with new formats, interactive elements, or crossover episodes that might resonate with broader audiences, as suggested by trending podcasts in the charts.

Podchaser ‘Pro’ Tip – Pair chart rankings with podcast metadata. Data like episode length, release frequency, ‘has guests,’ and episode searching to gain a clear understanding of format and content.

Strategic Partnerships and Collaborations: Understanding the landscape of the top charts can also guide networks in forming strategic partnerships. Networks might seek collaborations with other high-ranking podcasts for: cross-promotion, guest appearances, or shared projects that can mutually benefit from combined audiences.

Podchaser ‘Pro’ Tip – Pair podcast chart data with Podchaser’s podcast network hub to gain a macro view of the landscape. Drill deeper into a specific network by tapping into its podcast catalog. Ready to get in touch? Use network contacts to broach collab convos.

By using chart rankings for competitive intelligence, podcast networks not only stay informed about the industry landscape. And also gain insights that drive:

• strategic decision-making
• content innovation and
• audience growth and retention

Many of the features mentioned in this article are exclusive to Podchaser Pro users. Ready to go Pro? Schedule a demo today!