In Defense of the True Crime Podcast: What Advertisers Need to Know
True Crime fans have a lot of options. The AdLarge Podcast Network is home to titles listeners love.
Get to know the True Crime creators behind the mic and their mission. Photo by Jacob Hodgson on Unsplash
It’s no secret that True Crime podcasts are wildly popular, especially among women. That’s why advertisers of all kinds — from DTC to CPG — have embraced this unconventional channel and incorporated it into their media buys.
But as the podcast landscape continues to evolve, competition for ears gets more intense, and brand suitability concerns arise, not all True Crime podcasts are created equal.
There are creators who are moving away from the exploitative and salacious and putting out mindful content focused on responsible storytelling — and have the attention of the most discerning True Crime consumers. Let’s get to know the hosts who are making an impact in True Crime and hear what real listeners are saying about their favorite shows.
“Favorite Podcast By Far”
Going West: True Crime listener review
True Crime podcasts may not be the only place to engage with women, but it’s certainly one of the best places. A report from Triton Digital found that True Crime was the top genre for reaching women in the 25–34 and 18+ demos. Of course, the True Crime audience is more dynamic than just ‘women 25–34’. The 2022 Infinite Dial recently found that social listening is on the rise — 19% of the population say they frequently listen to audio with others while 28% say they sometimes do.
Daphne Woolsoncroft and Heath Merryman, hosts of Going West: True Crime, bonded over their deep interest in the genre at the start of their relationship. While Heath grew up with Dateline and Cold Case Files, Daphne has a more personal connection. After listening to many true crime podcasts, they decided to start their own to bring light to underreported cases, including the unsolved disappearance of Daphne’s aunt, Carol Woolsoncroft.
Going West: True Crime focuses on victims and does not glorify the criminals or the crime while giving listeners a platform to recommend cases that matter to them. Other couples who share a passion for true crime storytelling will find the dynamic between Heath and Daphne especially compelling.
“Bringing Hope for Justice”
Murdaugh Murders listener review
Podcast listeners can’t get enough content and listen deep. Weekly listeners consume an average of eight podcasts a week as reported in the 2022 Infinite Dial. True Crime aficionados, in particular, are hungry for more, especially if they can’t get the content anywhere else. According to the 2021 Edison Research Spoken Word Audio Report, 60% of listeners turn to content like podcasts for “perspectives you don’t hear in other media.”
Mandy Matney, News Director of FITSNews.com, was the only investigative journalist covering a powerful South Carolina family after a 2019 boat crash killed 19-year-old Mallory Beach. Not knowing where the story would take her, Mandy created the Murdaugh Murders podcast dedicated to giving a voice to the voiceless while exposing deep-rooted corruption.
Since launching in June 2021, Murdaugh Murders topped the podcast charts and quickly grew its social community as the case unfolds in real-time. Their exclusive coverage of the Murdaugh case even caught the attention of ABC’s 20/20 earlier this year.
“Brings Heart to True Crime”
Voices For Justice listener review
Another noteworthy stat from the Edison Research Spoken Word Audio Report: among listeners who seek out spoken word audio content, 55% tune in for hosts they identify with. Podcast listeners are seeking personalities they can relate to and in the process, they are finding the real people who are behind these shows.
Podcaster Sarah Turney has bared her soul — and her family’s dark history — on Voices For Justice. By digging deep into her own sister Alissa’s disappearance and murder, her vulnerability has resonated with the True Crime community and has helped build a loyal following.
Since True Crime hits home for Sarah, Voices For Justice is hard at work to get listeners to do more than just consume the content but take action. Sharing her own story led to the arrest of her father in Alissa’s case, so she now uses her platform to get justice for other families who are living through the same nightmare.
For podcast advertisers who recognize True Crime’s powerful reach and engagement, and the brands who are still unsure if they belong in such environments, the AdLarge Podcast Network is committed to offering titles that are redefining what the genre should be.