We start by watching or listening to several recent videos or episodes from each channel and show, and a few older ones, before we look at what it costs. A channel can have the right numbers and the wrong creator, and time spent with the work is how we find out.
What we look for
Fit comes down to the audience, the standing of the creator or host with it, and the ad load. Magellan AI measured an average podcast ad load of 8.75% across 94,823 episodes in the second quarter of 2026 (August 2026), and a show well above that makes listeners sit through a lot before they reach the brand. On YouTube we look at how often a channel carries sponsors and how its viewers talk about them in the comments.
Suitability
We agree a suitability list with the brand before we plan, check each back catalog against it, and add transcript scoring where it helps. The IAB’s Podcasting Buyer-Seller Checklist (October 2023) advises buyers to set their own safety floor and thresholds, then choose a scoring vendor.
What we ask for
From a podcast, downloads per episode over the first 30 days, how listening builds after that, the share from the back catalog, any listener survey data, and the size of its audience on YouTube. From a YouTube channel, recent views per video, where its viewers are, and how earlier integrations performed, where the creator is willing to share it.
The plan
A first plan is a test, so we mix channels and shows of different sizes and subjects and book enough reads on each for a fair result. After the test we move budget toward the ones that worked and try new ones beside them.
What you receive
- A shortlist with a note on each channel and show: who watches or listens, how the creator or host handles ads, the videos or episodes we would buy and the expected cost.
- A test plan: which channels and shows, how many reads on each, in what order, and what we will measure.
- A suitability note on each channel and show.