Advertising on Radiolab

There’s no denying it, Radiolab has been a trailblazer in podcasting, catching the ears and hearts of audiences for years with its blend of curiosity and storytelling. Every episode explores a bit of science, philosophy, and the human experience, it’s a show that makes the complicated ideas both fascinating and approachable.

Hosted by Lulu Miller, Latif Nasser, and guests, Radiolab is celebrated for its immersive sound design and thought-provoking narratives. The show reaches about 4.6-6.8 million listeners every episode. 

Let’s have a look at what advertising on Radiolab looks like.

Demographics

Here’s a look at the typical Radiolab listener: A 43-year-old woman with an average income and a mix of parental statuses. The show is most popular in English-speaking countries, the US, Canada, and the UK. Listeners’ interests span photography, art, travel, food, and deep connections with friends and family.

Professionally, Radiolab listeners are journalists, TV producers, authors, software engineers, and directors. It’s a podcast made for curious minds, and its audience reflects just that.

Recent Advertisers on Radiolab

Radiolab relies on advertising to sponsor its stories. Here are a few of the most recent advertisers they have worked with:

• BetterHelp: an online therapy provider, connecting users with therapists for care wherever they are. 

• NetCredit: an online lender offering small personal loans to borrowers with poor or fair credit.

• Betterment: a leading technology-driven financial services company offering automated investing, retirement solutions, and digital financial advice.

• Progressive: leading American-based motor insurance company.

• Apple: a leading multinational technology company.

Advertising Cost

Here’s a peek at what it may cost to advertise on Radiolab, given that their weekly reach is in the millions.

• Pre-roll advertising is usually $14,500 - $21,400

• Mid-roll goes for $28,900 - $42,800

• Post-roll sells for $9,600 - $14,300

Management

Radiolab handles all advertising decisions in-house. This gives them more selective power in choosing the right brands for them. 

Advertising on Podcasts

This hopefully gives you a good overview of what advertising on Radiolab looks like. We’re gathering info on how advertising works across some of today’s top shows to bring more transparency. Have a browse through other shows, and if you’d like to talk to our team about monetizing your own show, reach out.