Podmerse press kit

Podmerse Launches a Podcast Sponsorship Database to Help Podcasters Find New Sponsors

Podmerse builds its database from podcast episodes rather than from media kits, so podcasters can see the brands already buying ads in their category and advertisers can see where competitors are spending.

Newark, Delaware, October 28, 2026. Podmerse, a podcast sponsorship database, is now available to the public. It tells a podcaster which companies already buy ads in their category, and an advertiser which podcasts a competitor is paying for, from a record of more than 2 million sponsored episodes across more than 368,000 brands and nearly 44,000 podcasts, updated daily as new episodes are published.

Podmerse data released today shows how few sponsorships last. Of the brand and show pairings Podmerse tracked in the first quarter of 2026, only 34% appeared again on the same show in the second quarter, even though those shows were still running ads. Two in three did not return.

For podcasters, that makes finding the next sponsor a constant job, and there has been no public record of which companies actually buy podcast ads. A podcaster cannot see which brands advertise in their category. A media buyer can only guess where a competitor's budget goes. Media kits fill the gap, but a media kit is a sales document. It features the sponsors a podcast wants to highlight, rarely gives episode counts or dates, and often stays up long after a sponsor has left.

"Most small and mid-size podcasters are struggling to monetize their shows, and it is rarely because the audience is too small. It is because they cannot see which companies are already paying for audiences like theirs. A podcaster can name three shows like their own in a second. Naming the twenty brands buying ads on those shows is a week of listening."

Anuj Agarwal, co-founder of Podmerse

What the database records

Podmerse builds its record from the episodes themselves. It monitors more than 2 million podcasts and analyzes every new episode for sponsorship, picking up both host-read ads and dynamically inserted ads. Each entry carries:

• the brand and the podcast it sponsored
• how many episodes it ran on that podcast
• the date it last appeared
• the brand's industry and the podcast's category

Nothing is reported by the brands or the shows themselves, and every count links back to the episodes behind it, so any figure can be checked. Results can be filtered by industry, podcast category, audience size, episode count and last sponsored date, then saved into named lists and exported to CSV for media planning or sponsor outreach.

Alerts on new sponsorships

Brands and podcasts can each be followed. Following a brand points to where its money is going next. Every new podcast it sponsors appears in the feed, so a run of placements in one category signals an open budget and identifies the audiences that company will pay for.

Following a podcast answers a different question, which is who is already buying its listeners. Each sponsor it signs lands in the feed with its industry attached, so an advertiser can see the kind of brands that audience attracts and whether a competitor has just bought in.

"The useful question is not which brands sponsor podcasts. It is which brands came back to a show a second and a third time. A brand that ran one test episode and a brand that has renewed every month for a year appear as the same logo on a media kit. They are not the same conversation."

Vineet Agarwal, co-founder of Podmerse

Pricing and availability

Podmerse is available at podmerse.com. A free plan is available without a credit card. Pro costs $19 per month, or 25% less billed annually, and adds unlimited searching, full results, longer sponsorship history and larger exports.

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