Signal Hill Insights recently published their 2025 Branded Podcast Benchmark Report - thanks Paul Riismandel for flagging it to me - link attached to get your own copy. It synthesizes key insights from their research and testing, providing some much needed quantitative validation for what makes branded company podcasts effective. This week I’m highlighting podcasts I’ve recently reviewed that reinforce each of Signal Hill’s key themes:

1. Positive Brand Association
2. Listener Recommendation
3. Earned Attention from Listeners

First up is positive brand attention, which the research shows can really work. “61% of listeners said a branded podcast made them somewhat or much more favorable toward the brand.” A great example of this from my own listening is Alcoholics Anonymous’ new podcast “Our Primary Purpose”. They use the show to tell the longform story of the organization’s founding, how they support members in their journey of recovery, and the intense commitment they put on protecting anonymity. As a package really lands key messages of the values and rigor of the organization, exactly the positive associations they are looking for.

Follow the link on this post to get your own copy of the report.