How to advertise on All The Smoke: what it costs, who buys, and how to book

All The Smoke sells its host-read inventory the way most established shows do: quoted per campaign, not off a public rate card, and distributed through a large network umbrella (iHeartPodcasts). Spotsnow data shows direct-response host reads make up a clear majority of the ad mix, and the top spender, Shopify, has run roughly 37 to 43 coded reads on the feed alone. For a buyer, that mix reads plainly: a basketball audience that responds to codes and URLs, and repeat advertisers who keep coming back. Spotsnow estimates all of this from tracked advertiser activity, not from audience surveys. Read the full All The Smoke profile.

Why All The Smoke is built for host-read direct response

Matt Barnes and Stephen Jackson host it, two former NBA players who spent more than a decade each in the league. The show sits in sports, where the audience treats what the hosts say as first-hand, not scripted.

Direct-response reads are the majority of the mix, Spotsnow data shows, which is exactly what you want if you can attribute a sale. A code or a vanity URL closes the loop, and the format only works when listeners stay through the break. This show holds that attention because the conversation runs unfiltered and long, so when Barnes or Jackson turns to a plug the audience is still there. That sustained attention is what a host-read borrows and a produced spot can't fake. Spotsnow estimates reach at roughly 150,000 listeners per episode, and that is an estimate, not an audited count.

The influence shows up in the ratings more than in a scattered social footprint. Spotsnow logs an Apple Podcasts average of 4.7 across roughly 6,800 to 7,900 ratings. The engagement here is concentrated in the feed itself, which is where a host-read lands anyway.

Who is advertising on All The Smoke

The roster is broad and blue-chip, running well past 100 brands over three months by Spotsnow's count, a mix of DTC, finance, telecom, and national retail. Recognizable names on it include Shopify, Chase, AT&T, T-Mobile, and Starbucks.

The anchor advertisers, broken down

Shopify

Shopify sells commerce software that lets anyone build and run an online store. Spotsnow attributes roughly 37 to 43 ads to it on this feed, an estimated total spend of over $40K, classified as direct response. The fit is clean: the show's audience skews toward working entrepreneurs and side-hustle builders, and Shopify's coded offer is aimed straight at people thinking about starting something.

Trashy

Trashy is a DTC brand running a coded offer. Spotsnow attributes roughly 8 to 9 ads to it here, an estimated total spend of over $20K, direct response. It leans into the same young, mostly male audience that responds well to a host vouching for a product.

Boost Mobile

Boost Mobile sells prepaid, no-contract wireless plans. Spotsnow attributes a small handful of reads (about 3) to it here, an estimated total spend of over $5K, direct response. Boost targets budget-conscious and urban buyers, which lines up with this show's mostly male, US audience.

The awareness outlier

Not everyone buys for a click. The feed also carries national awareness buyers running produced spots, like Chase and AT&T, which shows the show works for a brand chasing association and reach rather than a coded sale.

All spend figures are Spotsnow estimates.

Why sports brands cluster here

Two ex-players talking without a filter is the whole pitch. Barnes and Jackson carry credibility a scripted read can't buy, and the audience that follows them is mostly male, US-based, working-to-upper income, and old enough to spend. That combination is why a DTC platform like Shopify keeps buying and why finance and telecom sit comfortably next to it. When a host who actually lived the game endorses a product, the audience treats it as a recommendation, not an ad break. That is the mindset a direct-response buyer is paying for, and it is why the roster tilts toward brands that need to move someone to act.

What makes a show like this convert

1. The format does the selling. A host read in the hosts' own voice carries attribution through a code or URL, which is why direct response is the majority of the mix here.
2. The hosts have standing. Barnes and Jackson are former NBA players, so an endorsement reads as first-hand, not rented.
3. The audience is built to buy. An estimated 150,000 listeners per episode, skewing male, US, and mid-to-upper income, matches what DTC and finance brands want.
4. Repeat buying proves the math. Shopify's roughly 37 to 43 reads on one feed is not a test; it's a brand that ran the numbers and re-upped.

All The Smoke in a nutshell

Listeners are mostly male basketball fans in the US, old enough and paid enough to act on an offer. The brands already buying, Shopify, Trashy, and Boost Mobile among them, run coded host reads aimed at a click or a sale. Inventory is sold on a quoted basis through a large network umbrella, and ads run on most episodes. If you have something to attribute, this show is a direct-response buy first, with room for awareness alongside it.