The Tony Parsons Show launched on October 29th 2024, which means that analytics are still being collected. However, after the first 8 weeks, the show has accumulated over 13,000 downloads and streams. This is an excellent start, but with the efforts of our marketing team, we expect this number to grow exponentially in the months to come. That being said, advertising on The Tony Parsons Show during its early stages, is still a strategic investment for several reasons:

1. Cost-Effective Entry Point

• Lower Ad Rates: Advertising on newer podcasts typically comes with lower costs than established shows with large audiences. Early advertisers benefit from locking in favourable rates before the show gains significant popularity.

• Return on Investment Potential: As the show grows, early sponsors gain exposure to an expanding audience at no additional cost, maximizing their ROI.

2. Association with a Trusted Brand Early On

• Tony Parsons' name carries credibility, particularly in British Columbia and Canada. By partnering with him during the podcast's formative stages, brands can:

  • Establish themselves as early supporters of the show.

  • Build long-term associations with a trusted and respected personality.

• Early advertising creates a sense of authentic partnership, which resonates with listeners as the show grows.

3. Building Brand Recognition with a Growing Audience

• Listeners who discover the show over time will often start with earlier episodes. This means early advertisements have a "long tail" effect, continuing to be heard as new audiences catch up.

• The growing listenership ensures that early advertisers are repeatedly exposed to a widening audience.

4. Niche Audience with High Engagement

• Even with smaller download numbers, podcast audiences are typically highly engaged, especially on niche, personality-driven shows like The Tony Parsons Show.

• Early adopters of the show are likely to be loyal listeners, making them more attentive to sponsor messages.

5. Exclusive Attention

• With fewer sponsors in the early stages, your brand faces less competition for listener attention. Ads are more memorable and impactful when the ad slots are not overcrowded.

6. Alignment with Long-Term Growth

• The podcast's concept—a well-known broadcaster conducting deep interviews with prominent guests—has significant growth potential. Tony Parsons’ reputation ensures that the show will continue to attract notable figures, drawing in new audiences over time.

• By advertising early, companies can position themselves as integral parts of the podcast's success story.

7. Support for Local and Community-Driven Initiatives

• Advertising on a new, locally rooted podcast reinforces a company’s commitment to supporting local talent and media.

• This creates goodwill with both the podcast’s creators and its audience, who value businesses that invest in their communities.

Case Examples of Early Advertiser Success:

• Mailchimp’s early sponsorship of Serial helped the brand become synonymous with podcast advertising.

• Smaller brands like Casper Mattresses and HelloFresh found success by partnering with newer podcasts and riding their growth trajectory.

Conclusion

Placing ads on The Tony Parsons Show at this stage is a forward-thinking strategy. It offers:

• Cost-efficient exposure,

• Access to an engaged and growing audience,

• A chance to align with a credible host, and

• Long-term benefits as the podcast matures.

By becoming a foundational partner, brands can grow alongside the podcast, cultivating a meaningful connection with its listeners.