Who pays for small-business buying podcasts

How this board was painted

• Read through 2026-09-22. We read what publishers write in their own episode descriptions, so every name here can be checked against the show’s own notes.
• A company reaches this board when it bought ads on 2 or more of the 4 publishers in this trade. 147 more appear on just one, and are not shown.
• Paint condition is how long ago we last saw a company here — fresh today, fully weathered at 36 months. A board reads “still buying” within 12 months, and gold lettering means the run passes ten years.
• Coverage counts publishers, not feeds. These 4 publishers put out 4 separate feeds.
• Of the 7 companies with the widest reach here, 100% buy in 45 or fewer podcasts anywhere. The rest buy everywhere, and we leave them on the board because we did see them here.
• 29 more were named out loud without a link, so we have the name but not the address — they are not painted yet.
• What this board does not say: nothing about rates, spend, audience, or whom to contact — we have none of that. And an absence here means we did not see it, never that it did not happen.
• This board ranks advertisers, not shows. We do not rank podcasts and do not publish a worst-to-best list of them: what we can measure is who bought, not who is worth buying.