fbpx

50 Podcasts Gillette Should Be Sponsoring

Oct 1, 2019 | Insights

Harry’s & Dollar Shave Club have dominated podcast advertising for years. Gillette has taken notice and is fighting back by investing in the medium’s exploding ecosystem. Here are the 50 podcasts to which they should be dedicating their advertising resources. Dig in below to see how StatSocial knows this.

WHO WE ARE, WHAT WE KNOW

  • StatSocial pulls in and compiles all available earned engagement data (meaning, what people read, like, follow, share, and talk about online) surrounding and/or involving any audience you can imagine.
  • StatSocial’s affinity datasets are culled from the individual profiles of over 500 million social media users. Our analysis considers over 85,000 unique attributes. As a result, we provide an in-depth breakdown of an audience’s passions, media preferences, influencers, personality traits, and Digital Tribes.

WHY WE’VE GATHERED YOU HERE TODAY

Perhaps in response to the podcast success of (primarily men’s) personal care and grooming companies such as Harry’s, Gillette has, as of relatively recently, been dedicating advertising resources to the medium.

To show off the unique capabilities of StatSocial’s data — dedicated here to our mountains of podcast audience insights — we’ve identified the 50 podcasts with the largest audience segments who are also consumers of Gillette’s many excellent products.

Podcasting is Exploding

As we wrote here earlier this year, the podcasting industry pulled in about $400 million in 2018, and is predicted to exceed that by at least 50% in 2020.

We recommend checking our entry elaborating on the subject of this ever-expanding marketing avenue here.

It has recently been reported that 62 million Americans listen to at least one podcast weekly. The still young and evolving medium finds strong favor among those demographics of greatest interest to marketers. About 40% of Americans aged 12 to 24, as well as those aged 25 to 54 (so, spanning that Gen X-to-Gen Z sweet spot), are avid podcast listeners.

StatSocial’s Data

Our taxonomies for all possible affinities are positively massive. For example, thousands and thousands of podcasts are cataloged and tracked in our taxonomy of the medium’s most prominent titles.

Right out of the box, on the first query, and leaving no podcasting stone unturned, a brand and/or marketer can know with confidence which podcasts most resonate with those already in love with their products. In addition to the direct communication with existing consumers this knowledge can facilitate, it provides brands with the opportunity to transmit messaging to a large group of as-yet untapped-but-likeminded customers.

Regarding this from the opposite side, StatSocial provides podcast media-sellers a clear view of their listeners’ varying affinities for every brand imaginable. This we do with insights factoring in our massive taxonomies for virtually every conceivable variety of good and/or service under the sun. The insights also reveal not only to what other podcasts the audience is listening, but the varying degrees to which they love each.

All of this is invaluable data when seeking to foster mutually beneficial and lasting partnerships, and to dedicate resources most effectively.

Gillette and Their Understanding of Marketing in the Digital World

(Below we review how Procter & Gamble has been positioning Gillette in recent times. Those familiar are encouraged to scroll down to our highlighting of the top 10 podcasts, from the above list, or to just reach out to us directly to learn more about this study, StatSocial in general, or anything else about which you may be curious.)

Procter & Gamble North American Group President, Carolyn Tastad; the executive responsible for the viral video that had everyone online saying the name “Gillette” at the start of this year.

Gillette have not been going unnoticed, nor have they been unsuccessful, in their efforts to remain vital as the 21st century marches on.

The beginning of 2019 found the brand trending across social media, and at the center of a heated national discussion.

The 117-year old, personal grooming institution demonstrated a keen understanding of the information age’s ever-evolving marketing climate. This they did while boldly picking a side in the so-called “culture war,” and declaring solidarity with those Millennial and Gen Z consumers whose choices are driven by their social consciences, and whose loyalties are necessary for brands seeking to remain viable.

It’s doubtful that anyone reading this hasn’t, by now, seen the much-ballyhooed “toxic masculinity” short-film, wherein the brand actively subverted and reframed their longstanding “The Best a Man Can Get” slogan for the 21st century.

Love the ad or hate it, it seemed everyone felt duty-bound to weigh in on it, and when all was said and done, the “Best Men Can Be” campaign was reportedly a win. Carolyn Tastad, North American Group President for Procter & Gamble, just this month told Fortune magazine that the short film (or, really, long commercial) was greeted by 65% “positive sentiment.” Those good vibes were shared among an even larger 80% of Zoomers and Millennials under 30.

Below, we’ve taken a moment to highlight the top 10 podcasts from the above chart.

— — — — — — — — — — — — — —

Golic and Wingo

Mike Golic and Trey Wingo share musings on sports, and life in general, on a daily basis. The podcast’s listeners can boast counting Gillette customers among their ranks to a degree that exceeds our baseline by 11.27 times.

— — — — — — — — — — — — — —

UnStyled

UnStyled,’ is a weekly podcast created in conjunction with digital fashion publication, Refinery29. It is hosted by Global Editor-in-Chief and Co-founder, Christene Barberich, and “explores the funny, inspiring, sometimes heartbreaking tales of life, work, and love — as told through the things that we wear.

The podcasts finds Gillette consumers within its audience to an extent exceeding our by baseline by 11.20 times.

— — — — — — — — — — — — — —

The Joe Rogan Experience

Rogan probably considers being a stand-up comedian his primary gig, and fair enough. He is one of the most popular comics working today.

But even when you count his long-standing, high-profile, and ongoing job as a UFC ring announcer — and even accepting the network television work (on ‘News Radio’ and ‘Fear Factor’) of his younger years — podcasting has almost certainly brought him the greatest success of his career.

The open-ended, discussion-based, largely unedited podcast shares admirers with Gillette to a degree exceeding the baseline by 5.72 times.

— — — — — — — — — — — — — —

ID10T with Chris Hardwick

Carrying on from the ‘Nerdist’ podcast, which launched a mini media empire, ‘ID10T‘ finds comedian Chris Hardwick interviewing a variety of guests “about what it really means to be a nerd.”

Gillette customers are hanging out among the weekly show’s listeners to a degree 5.05 times greater than the baseline.

— — — — — — — — — — — — — —

Mr. Media

Mr. Media®,’ or Bob Andelman, has been interviewing “newsmakers in TV, radio, movies, music, magazines, newspapers, books, websites, social media, politics, sports, graphic novels, and comics” for well over a decade.

His podcast finds users of Gillette products among its listeners to a degree greater than the baseline by 4.61 times.

— — — — — — — — — — — — — —

Natural Born Coaches

Marc Mawhinney coaches those who hope to be coaches themselves, with his podcast dedicated to “helping you grow a successful coaching business.”

Gillette customers can be found among the ‘Natural Born Coaches’ faithful to a degree exceeding our baseline by 3.87 times.

— — — — — — — — — — — — — —

The Art of Manliness

The Art of Manliness Podcast’ is seeking to “help men become better men.” An objective in keeping with Gillette’s own messaging of late. Host Brett McKay interviews an array of guests, with the intention of helping men “better understand their culture, their lives, and themselves.”

Gillette consumers are among the podcast’s listeners to a degree 3.80 times greater than our baseline.

— — — — — — — — — — — — — —

Life is a Marathon

Life is a Marathon’ sets out to inspire and motivate. Bruce Van Horn, who describes himself as a “Life Coach, Mentor, Thought Leader, Best-Selling Author, Entertaining and Motivational Speaker, Dad, and Marathon runner,” is hoping to aid his listeners “to thrive and win in the marathon we call ‘life!’

Enthusiasts for Gillette’s products are among those routinely listening to Van Horn to a degree 3.79 times greater than our baseline.

— — — — — — — — — — — — — —

The Last Word with Lawrence O’Donnell

Former Senate Finance Committee chief-of-staff, and Emmy-winning executive producer and writer of ‘The West Wing,’ Lawrence O’Donnell examines “compelling and impactful political stories” each weeknight.

Listeners to the podcast version of O’Donnell’s MSNBC show find Gillette consumers among them to a degree exceeding the baseline by 3.52 times.

— — — — — — — — — — — — — —

The Dave Ramsey Show

‘The Dave Ramsey Show’ concerns itself, first and foremost, with helping its listeners manage money. With Ramsey’s guidance, callers “from all walks of life learn how to get out of debt and start building for the future.”

Gillette enthusiasts can be identified among Ramsey’s listeners to a degree 3.41 times greater than our baseline.

— — — — — — — — — — — — — —

Take a Sniff Around

If you are interested in digging into the raw data behind this report, let’s schedule a time to chat.

More information on StatSocial data can be found here.

More information on StatSocial solutions can be found here:

  1. Data & Insights Solutions
  2. Earned Media & Influencer Attribution
  3. Programmatic Audiences

Insights on top of insights can be found by the curious reader who chooses to poke around the StatSocial blog here. Peruse the many entries, offering all kinds of insights, studies, and deep dives to better acquaint you with the capabilities of StatSocial.

To learn more or request a demo, click here.

Archives