True Crime is a darling of the podcast industry, yet advertisers still remain skittish about running ads on their content. The data shows there’s little to fear, despite widespread assumptions.
LAST CALL: Today at 2:00 p.m. EST Tom Webster will be hosting a free webinar titled Building a Sales Pitch for Podcasting. The hour-long event will feature tips and strategies for pitching the world of podcast advertising to agencies, as well as how to use Sounds Profitable’s grab-bag of data The Safest Bet to back up the pitch with data. Register now!
True crime has been occupying my thoughts lately, and we’re on the cusp of releasing new data on true crime and other podcast genres this year. It’s genuinely perplexing to me that many top podcast brands continue to distance themselves from true crime, especially considering its status as one of the largest categories, with a particularly strong following among women listeners.
Our “Safe and Sound” study from late 2022 illuminated some fascinating aspects of true crime consumption. The findings, while not shocking to industry insiders, paint a clear picture of why this genre deserves more attention from brands. True crime enthusiasts actively seek out this content – they’re not stumbling upon it by accident or listening out of morbid curiosity. They’re genuinely invested in these stories.
Moreover, the content itself is often far less graphic or disturbing than many assume. A significant portion of true crime podcasts more closely resemble police procedurals or detective stories, making them accessible to a broad audience. This misconception about the nature of true crime content has likely contributed to brands’ hesitancy to engage with the genre.
What’s particularly striking is the loyalty true crime listeners demonstrate towards brands that support their favorite shows. This passion isn’t confined to podcasts; it extends to television and other media formats as well. It’s this devotion that makes the true crime audience so valuable for brands willing to tap into it.
The missed opportunity here is significant. True crime podcasts offer a unique blend of engagement, loyalty, and social impact that’s hard to find elsewhere in the podcasting world. The genre’s massive audience, especially its strong female demographic, presents an invaluable chance for brands to connect with listeners on a deeper level.
What’s more, true crime content often sparks active online communities, providing brands with opportunities to foster meaningful connections with consumers. These communities discuss episodes, share theories, and even contribute to ongoing investigations, all of which create a rich environment for brand engagement.
On a personal note, I’ve experienced the power of true crime storytelling through a podcast called “Dark Downeast,” hosted by Mainer Kylie Low. This podcast focuses on New England crime stories. As someone who grew up in Maine, I was particularly affected by an episode featuring a girl I knew who was murdered in my hometown while we were in high school. This case has intrigued me for nearly four decades, and it’s entirely possible that I know the murderer without realizing it. (Kylie actually spoke on our True Crime panel at our SXSW event this year.)
This personal connection underscores another crucial aspect of true crime podcasts: their potential to keep cold cases in the public eye and potentially lead to resolutions. By supporting this work, brands can contribute to justice and community healing while also reaching highly engaged audiences.
I think the true crime genre presents a rare combination of audience engagement, brand loyalty, and societal impact. It’s high time for brands to reconsider their stance and recognize the immense potential of supporting true crime podcasts. By doing so, they’ll not only reach a passionate and dedicated listener base but also contribute to important storytelling that can have tangible, positive effects on communities and individuals alike.
We will have more to say on this when we release our next major study, The Podcast Landscape 2024, at Podcast Movement in a couple of weeks. We all know True Crime is a huge category, and I hope to see more brands take advantage of one of our best (non-lethal) stories in podcasting.
