Advertising on The Bill Simmons Podcast

The Bill Simmons Podcast is one of the most downloaded sports podcasts of all time. In fact Simmons regularly reaches about 4.6 - 6.8 million listens a month. That makes it a pretty good show for advertisers to target.

The show features a rotating cast of celebrities, athletes, and media personalities, with regular appearances by Simmon’s friends as well. He’s known for his signature style of mixing sports knowledge with personal anecdotes and pop culture references. The content stays fun and relevant for audiences week after week. 

The podcast has seen changes over the years, but it keeps a strong loyal audience, one that is willing to tune into ads here and there. So, let’s have a closer look at what The Bill Simmons Podcast advertising opportunity looks like.

Demographics

The strength of The Bill Simmons Podcast is its loyal audience. This is mainly made up of white males in their early thirties, making an above-average income. Their biggest interest is, as you’d expect, sports, but they also like TV & Film, restaurants, and food. They tend to work in the industry as photographers, journalists, coaches, or editors.

This audience, mainly coming from the US, Canada, and Australia, are married, but not yet parents.

Recent Advertisers on The Bill Simmons Podcast

There are a lot of opportunities to advertise with The Bill Simmons Podcast. To get an idea of what kinds of brands have been taking advantage of, here are some recent advertisers. 

• Bank of America Corporation: the second-largest banking institution in the United States

• Nissan: a Japanese automobile manufacturer 

• FanDuel: a leading sports-technology entertainment company

• Bose: an American audio equipment manufacturer

• Uber: a leading American transportation technology company providing ride-hailing, food delivery, and freight services

Advertising Cost

So what does advertising on The Bill Simmons Podcast cost? It’s hard to say an exact figure, but here are some estimates.

• Pre-roll: $3,600 - $5,300

• Mid-roll goes for $7,200 - $10,700

• Post-roll sells for $2,400 - $3,600

Management

Midroll Media manages the advertising for The Bill Simmons Podcast. From a monetization standpoint, even after ad sales go through Midroll, they first go to the network The Ringer before reaching Simmons.

The Ringer was also bought by Spotify in 2020, this has led to some other advertising and monetization being handled through Spotify.

Advertising on Podcasts

Hopefully, this gives you a better idea of the potential for monetization and opportunities for advertising in leading podcasts. Advertising on The Bill Simmons Podcast might be a tad pricey, but the reach is well worth it.