When it comes to advertising, true crime might seem like a wild card—controversial and sensational, it’s easy to see why many brands steer clear. But here’s the twist: this skepticism might be masking a golden opportunity. True crime media is still relatively untapped and unsaturated in the ad space compared to other genres, making it a prime candidate for adventurous brands willing to step off the beaten path.
Why’s that? For starters, true crime listeners are a marketer’s dream. According to Edison Research’s True Crime Consumer Report, 84% of the U.S. population consumes true crime media. With 42% of the population (aged 13+) ever having listened to a true crime podcast. If you tap into Triton Digital’s 2023 U.S. Podcast Report, you’ll also find that true crime held a #2 ranking for most popular podcast genre of the year – leading with a 67% female audience.
And if that wasn’t enough to convince you, SiriusXM reported that 95% of true crime podcast listeners indicated they are open to hearing a diverse array of podcasts ads and 94% reported intent to take action.
So, why not shake things up and consider advertising in a space that might not seem like an obvious match? True crime’s dedicated and financially robust audience could be exactly what you’re looking for. Sometimes, taking a chance on a less conventional genre can lead to extraordinary results.
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