"For advertisers and brands, the research demonstrates that podcasting isn’t just an effective medium for reach—it’s a medium built around connection. Instead of simply buying ads, what if brands helped fund listener meetups or live events? What if they supported causes that matter to the show and its listeners? There may be opportunities to become part of the community rather than simply advertise to it."

Coleman Insights · Podcasting's Superpower: The Power of Connection | Coleman Insights

Podcasting (and radio!) are intimate mediums. They're rituals of having someone else's voice in your head. Audiences have a shared experience of tuning in. Sponsors piggyback on that already. Now what if sponsors did more to facilitate shared experiences for those same members?