How to advertise on And That's Why We Drink: what it costs, who buys, and how to book

And That's Why We Drink sells its host-read inventory on a quoted basis, direct through its representation rather than off a public rate card. Spotsnow classifies nearly all of that host-read activity as direct-response, meaning coded offers and trackable URLs, not brand mood-setting. The anchor advertiser, Mint Mobile, has run roughly 8 to 9 ads on the show, and it keeps coming back. For a buyer weighing a test, that repeat pattern is the signal: brands that measure results don't re-up on a feed that doesn't move product. Spotsnow estimates all of this from tracked advertiser activity, not audience surveys. Here's the show: And That's Why We Drink.

Why And That's Why We Drink is built for host-read direct response

Hosts Christine Schiefer and Em Schulz launched the show in 2017 and are New York Times best-selling co-authors of the A Haunted Road Atlas book series, with Christine handling true crime and Em taking the paranormal. It sits in the telecommunications advertiser orbit alongside eyewear, fintech, and hiring brands, which tells you who's already writing checks here.

Spotsnow data shows the large majority of reads on the show are direct-response, the format that carries a promo code, a vanity URL, or a discount you can attribute back to a specific episode. That matters because of how the show is structured. Two hosts talk to each other, sip their drinks, and hand off between segments in a conversation that never quite feels scripted. When the ad break lands inside that rhythm, listeners don't tune out. A host-read borrows that same trust, which is why a coded offer read in Christine or Em's voice converts differently than a produced spot dropped in cold. Spotsnow estimates the show reaches an audience of roughly 475,000 listeners, and that reach figure is an estimate, not an audited count.

The audience skews strongly female and young, concentrated in the US, and lands solidly in the middle to upper-middle income band. On Apple Podcasts the show holds a 4.7 average across roughly 22,000 to 24,600 ratings, and Spotsnow social stats put its Instagram following near 200,000 followers. Its influence is concentrated in the feed and a loyal community, the self-described boozers and shakers who follow the live tours and Patreon, which is exactly the kind of engaged base a direct-response offer needs.

Who is advertising on And That's Why We Drink

The roster runs blue-chip and direct-response heavy across telecom, fintech, eyewear, hiring, and eCommerce. Recognizable names buying here include Mint Mobile, ZipRecruiter, Zenni, Shopify, and Rocket Money, with Spotsnow tracking well over 100 distinct brands in the recent window.

The anchor advertisers, broken down

Mint Mobile

Mint Mobile sells budget prepaid wireless on the T-Mobile network, fronted by Ryan Reynolds. Spotsnow attributes roughly 8 to 9 ads to the brand on this show, with estimated total spend over $100K, classified as direct-response. A cheap phone plan is an easy yes for a young, cost-conscious, phone-native audience, and a promo code makes the sale trackable.

ZipRecruiter

ZipRecruiter runs a hiring marketplace that matches job seekers with employers. Spotsnow attributes roughly 5 to 6 ads here, with estimated total spend over $100K, direct-response. The listener base sits squarely in its career-building years, so a free-to-post-a-job offer reads as useful rather than intrusive.

Zenni

Zenni sells affordable prescription eyewear online, with frames that start low. Spotsnow attributes roughly 5 to 6 ads on the show, estimated total spend over $90K, direct-response. Value-minded, style-aware young women who already shop online are the exact shopper Zenni wants, and every read here is a host-read, not a produced drop-in.

The awareness outlier

The feed also carries big awareness money. Toyota, Disney+, McDonald's, and Live Nation all appear, running produced spots rather than coded host-reads. It shows the show can hold a pure brand buy, though the engine driving repeat purchases is direct-response host reads.

All spend figures are Spotsnow estimates.

Why true crime brands cluster here

True crime and paranormal listeners show up every week, and this show has trained them to sit through two long segments of storytelling. That's the mindset direct-response brands are paying for: attention that doesn't scatter. The hosts have spent years being personal on air, sharing family, drinks, and running jokes, so when they vouch for a mattress or a phone plan it reads as a recommendation between friends rather than a rate-card placement. Pair that with an audience that skews young, female, and comfortably in spending years, and you get the pattern in the roster. Eyewear, wireless, hiring, and fintech aren't buying reach for its own sake. They're buying a host whose word converts, on a feed where the same brands re-up quarter after quarter. That repeat buying is the tell.

How your ad could sound

What works in this break: the AG1 spot opens with a tight audience callout, aimed at "all my multitasking mamas" and "all my empty nest explorers," which maps neatly onto the show's female, life-stage-varied base before landing a clean offer at "drinkAG1.com." The handoff is seamless, sliding straight into the hosts' cold open. What's worth improving: these are pre-produced spots, so the offer is generic and the URL gets said once with no code and no urgency. The Choice Hotels line about "free waffles are yours to claim, book direct" is catchy but carries no tracking hook, so nothing that plays here can be attributed back. A host-read version, with a promo code and one personal line from Christine or Em, would close that gap and give the buy something to measure.

View what a great sample ad looks like here.

What makes a show like this convert

1. The format carries the offer. A host-read wrapped inside a two-person conversation holds attention through the break, so the code gets heard instead of skipped.
2. Host credibility does the selling. Christine and Em have built years of on-air trust, so a recommendation lands like a friend's, not an ad.
3. The audience is a buyer. A young, female, US listener base in solid income years is exactly who eyewear, wireless, and fintech want to reach.
4. Repeat buying proves the math. Mint Mobile's roughly 8 to 9 ads here, alongside ZipRecruiter and Zenni re-upping, is the clearest sign the payback works.

And That's Why We Drink in a nutshell

The show reaches an estimated 475,000 listeners who skew young, female, and US-based, tuning in weekly for true crime and paranormal storytelling. Blue-chip direct-response brands already buy here on host-reads, with Mint Mobile, ZipRecruiter, and Zenni among the anchors. It's sold on a quoted basis through the hosts' representation rather than a public rate card. If your goal is coded, attributable conversions rather than pure awareness, this is a direct-response feed built for it.