Podmerse Launches Podcast Sponsorship Database

RADIO ONLINE | Wednesday, October 28, 2026 | 10:52am CT

Podmerse

Podmerse has launched a publicly available podcast sponsorship database designed to help podcasters identify potential advertisers and provide media buyers with information about where competing brands are placing their podcast advertising.

The platform tracks more than 2 million sponsored episodes involving over 368,000 brands and nearly 44,000 podcasts. Its database is updated daily as new episodes are published, providing information about sponsorship activity across podcast categories and advertiser industries.

According to data released by Podmerse, podcast sponsorship relationships frequently change. Of the brand and podcast pairings tracked during the first quarter of 2026, only 34% appeared again on the same shows during the second quarter, despite those podcasts continuing to carry advertising.

The findings suggest that approximately two-thirds of those sponsorship relationships did not continue into the following quarter, highlighting the ongoing challenge podcasters face in securing repeat advertisers.

"Most small and mid-size podcasters are struggling to monetize their shows, and it is rarely because the audience is too small," said Podmerse co-founder Anuj Agarwal. "It is because they cannot see which companies are already paying for audiences like theirs."

Podmerse monitors more than 2 million podcasts and analyzes newly published episodes to identify both host-read commercials and dynamically inserted advertising. Each sponsorship record identifies the advertiser, the podcast, the number of episodes carrying the sponsorship, the most recent appearance date and the relevant industry and podcast category.

Unlike traditional podcast media kits, which generally highlight selected advertising relationships, Podmerse says its information is collected directly from published episodes rather than supplied by advertisers or podcast publishers.

Users can filter results by advertiser industry, podcast category, audience size, episode count and most recent sponsorship date. The platform also allows users to create lists and export information in CSV format for advertising research, media planning and sponsor outreach.

An additional feature allows users to follow individual brands or podcasts and receive updates when new sponsorship activity is detected. Podcasters can monitor advertisers buying placements on similar shows, while agencies and advertisers can track where competing brands are directing their podcast budgets.

"The useful question is not which brands sponsor podcasts. It is which brands came back to a show a second and a third time," said Podmerse co-founder Vineet Agarwal.

He noted that traditional media kits often fail to distinguish between advertisers that purchased a single test placement and those maintaining long-term sponsorship relationships.

Podmerse says the database is intended to provide greater transparency into podcast advertising activity while helping publishers identify prospective sponsors and allowing advertisers to evaluate competitive spending patterns.