Advertising on The Daily Podcast

The New York Times podcast The Daily has been a leading daily news podcast since January 2017. Some would say it even revolutionized audio journalism, becoming one of the first go-to news resources.

Hosted initially by Michael Barbaro and now also featuring Sabrina Tavernise, the podcast delivers 20-30 minute episodes that explain the most significant news stories of the day, featuring interviews with New York Times journalists and providing in-depth analysis. The podcast attracts approximately 4 million daily listeners and reaches an audience that is predominantly younger than traditional newspaper readers. 

Advertising on The Daily has become incredibly lucrative for the New York Times, with the podcast offering multiple ad placement opportunities including pre-roll, mid-roll, and post-roll slots. The podcast's impressive listener base makes it an attractive platform for advertisers. 

We’re going to have a better look at the demographics of The Daily’s listeners, and what they offer in terms of advertising opportunities.

Demographics

The Daily listeners tend to be well-educated, mostly male in their 30s. They have above-average incomes. Most listeners are based in the U.S., with strong followings in Canada and the U.K. Many work in media, tech, and healthcare, holding roles like journalists, editors, software engineers, and PR specialists at companies like The Wall Street Journal, Shopify, and Adventist Health.

Their interests center around news, politics, and culture. They also enjoy food, photography, and sports, making them a diverse yet intellectually engaged audience. Influenced by figures like Barack Obama and the hosts of Pod Save America, they’re socially aware and value in-depth analysis. With most being married, they have stable lifestyles and strong purchasing power, making them a prime target for advertisers looking to reach thoughtful, high-earning professionals.

Recent Advertisers on The Daily

The Daily reaches 35 -52 million downloads a month, meaning advertisers can reach quite a large audience by grabbing a spot on the ad roll. Here are some of the brands that have featured spots on The Daily recently.

• Wells Fargo: an American financial services company

• Capital One: an American bank and financial services company

• Shopify: a web services platform for businesses to create e-commerce websites.

• BetterHelp: an online therapy services company.

• Paramount: an American mass media and entertainment company

Advertising Cost

But what does it cost to grab a spot on The Daily’s ad roll? Here’s an estimate of their costs.

• Pre-roll advertising is usually  $11,400 - $16,800

• Mid-roll goes for $22,700 - $33,700

• Post-roll sells for  $7,600 - $11,200

Management

The Daily podcast advertising is handled by New York Times Advertising. As part of the New York Times Audio network, The Daily is one of the flagship podcasts that offers advertising opportunities to brands looking to reach a large, engaged audience. If brands would like to grab a spot as a sponsor or advertiser on the show, they should contact the NYT Advertising offices.

Podcast Advertising with The Daily 

The Daily’s podcast advertising is handled in-house, offering the chance for brands to reach an audience in the millions. Podcast advertising is an opportunity to reach a loyal and engaged audience. Yet, a brand podcast could be a much better opportunity for companies to build their own platform.