Audio Always, one of the UK’s biggest independent audio production companies, is revealing how much return an ad spend (ROAS) podcast sponsorship has had in a case study with outdoor adventure company Go Ape.
Rather than simply expressing possibility, the new figures demonstrate the exact extent that podcast sponsorship returned on a campaign.
Last summer, Go Ape asked Audio Always to deliver its first ever podcast sponsorship campaign, with a clear objective: connect with parents during the busy holiday period and build excitement around their outdoor adventure experiences at a time when families are actively planning activities.
The team at Audio Always curated a targeted sponsorship campaign across four parent-focused podcasts – Secret Mum Club, Made By Mammas, Naughty Corner and Get A Grip – reaching parents at scale.
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Through Podscribe Pixel tracking to support performance measurement, Audio Always gave the brand clear visibility and proof on attribution and campaign effectiveness.
As a result, the podcast campaign delivered an ROAS of nearly 500% (1:485 / 488.5% – £4.85 for every £1 spent).
The campaign was delivered entirely through host-read sponsorships, voiced by trusted and recognisable talent including Angela Scanlon, Vicky Pattison, Zoe Hardman, Charlotte Dawson and Sophenia. Each show featured a bespoke creative, allowing hosts to authentically share their own enthusiasm for Go Ape’s experiences, alongside a unique discount code to drive action. Over 600 customers purchased tickets after hearing the campaign.
Paul Fernley, business development director at Audio Always said: “As an industry we know how powerful podcast advertising can be, but we know we can be a little apprehensive about shouting about it. This Go Ape campaign saw a first-time podcast advertiser paired with trusted voices, perfectly timed seasonal relevance, and clear performance tracking – which delivered confidence, credibility and outstanding ROAS from day one. We’re proud to have been a part of it.”
Scott Baines, paid media manager at Go Ape, added: “Working with Audio Always was our first podcast sponsorship campaign and the process was very smooth, start to finish. It was fantastic to see how engaged the hosts were about our brand – that definitely came through in the creative. The audiences were carefully selected based on our peak summer period, and the results speak for themselves.”
