SimpliSafe, Games & Ghosts: Top Brands Betting On True Crime Podcasts.

Stories about murder, disappearances, and scams may leave a listener feeling less than secure. But true crime podcasts also create a perfect setting for SimpliSafe. The do-it-yourself home security system provider was the biggest advertiser in true crime, according to an analysis done by the podcast database company Rephonic. It says of all the episodes that SimpliSafe has sponsored, 27% are true crime, which makes it their most heavily sponsored category.

SimpliSafe narrowly edged out June’s Journey, a company that markets mystery games and puzzles, that also views true crime fans a ready-made audience for its products.

Several other brands that are also most heavily invested in true crime — like women’s health products company Happy Mammoth and Thrive Causemetics — are a nod to who is listening. Rephonic says its analysis found that 81% of true crime podcast audiences skew female, with 17% leaning male — the rest has an even split. There is also the timing of when people are listening. The mattress and bedding brand GhostBed is likely embracing the late-night listener of true crime with its ads.

Rephonic says in a blog post that it estimates that more than a third (35%) of true crime podcasts it reviewed had sponsors onboard. It also reports that that top 20 podcast sponsors are more interested in true crime content than sponsors of podcasts overall. While 3.7% of podcasts sponsored by the biggest advertisers are true crime, that is more than double the 1.4% rate for podcast sponsors overall.

“True crime podcasts offer considerable potential for brands aiming for both targeted and broader marketing goals,” Rephonic says. “Brands looking to reach female listeners and those planning brand advertising campaigns may want to consider sponsoring this under-monetized podcast category.”