How to advertise on Good Noticings: what it costs, who buys, and how to book

Good Noticings sells its host-read inventory the way most Vox Media shows do: quoted per campaign, not off a public rate card. Its top advertiser, St. Germain, has run an estimated over $50K in tracked spend on the show, buying on a direct-response basis across roughly 31 to 36 ads brand-wide. More than half of the show's ads are direct-response, which tells a buyer this is a coded-offer feed, not a logo-slap. Spotsnow estimates all of this from tracked advertiser activity, not audience surveys.

You can see the full profile for Good Noticings on Spotsnow.

Why Good Noticings is built for host-read direct response

Claire Parker and Ashley Hamilton host it, two working New York comedians who built the show out of Celebrity Memoir Book Club. That gives them real pop-culture and memoir authority, and it's the reason the reads land.

Spotsnow classifies the show under telecommunications through its T-Mobile buy, but the show itself sits in society and culture, with comedy and TV and film alongside. More than half of its ads read as direct-response, per Spotsnow data. That's the format that lives on codes, URLs, and attribution, and it works here for one reason: the hosts talk through the break instead of pausing for it. Spotsnow estimates the show reaches roughly 135,000 listeners per episode.

A produced spot asks a listener to sit through an interruption. A Parker and Hamilton read borrows the same attention they hold telling a story about a celebrity memoir, which is why an offer inside one of their tangents doesn't feel like an ad. That sustained attention is the whole value of a host endorsement, and this show has it.

The engagement shows up off-platform too. The show carries a 4.5 average on Apple Podcasts across roughly 6,200 to 6,900 ratings, per Spotsnow, and about 18,800 YouTube subscribers watch full episodes. Its influence is concentrated in the feed and on video, where the hosts actually talk, rather than scattered thin across every social platform. That's where a host-read gets heard.

Who is advertising on Good Noticings

The roster leans lifestyle and mainstream consumer, with a few software names in the mix. Recognizable buyers include St. Germain, T-Mobile, Cotton, Warby Parker, and Monday.com.

The anchor advertisers, broken down

St. Germain

St. Germain sells elderflower liqueur, and it's the top spender here at an estimated over $50K in tracked spend, per Spotsnow, across roughly 31 to 36 ads brand-wide. Spotsnow classifies the buy as direct-response. A spirits brand treating a young, heavily female pop-culture audience as a coded channel is unusual, and it says St. Germain sees this crowd as one that acts, not just remembers.

T-Mobile

T-Mobile is a national wireless carrier and a heavy, repeat podcast buyer. On Good Noticings, Spotsnow puts its estimated total spend at over $5K, classified direct-response. A carrier chasing switchers wants exactly this profile: young, US-based, deep in their phones and their feeds.

Cotton, the awareness outlier

Cotton runs a straight awareness read here, no code and no URL, and it fits the show's voice cleanly. It's proof that a category or brand play can work on this feed even when the dominant posture is direct-response.

All spend figures are Spotsnow estimates.

Why society and culture brands cluster here

The pattern is a spirits brand and a wireless carrier both treating a comedy pop-culture show as a performance channel. That only makes sense if the audience trusts the hosts enough to act on what they say. Parker and Hamilton spend every episode telling their listeners what to read, what to watch, and what to think about a celebrity news cycle, so a product recommendation slots into a habit the audience already has. The listener is young, mostly female, US-based, and tuned in for taste, not just entertainment. When a brand borrows that taste, the recommendation carries. St. Germain's repeat buying is the receipt.

How your ad could sound

Cotton host-read on Good Noticings

The Cotton read is a clean example of the show's style. The hook is personal and specific: one host admits the vintage cotton tee she's wearing "was like a guy I dated in college's favorite shirt." It's funny, it's true to their voice, and the handoff between the two of them is natural, not scripted. The product praise lands because it sounds like something they'd say anyway.

What's worth tightening is the close. "The next time you shop, check the tags for cotton" is a soft CTA with no code, no URL, and no reason to act now. That's fine for a category awareness play, which is what Cotton is buying. If you're running direct-response, give the hosts a short code they can say twice and a single reason it expires. Their delivery will carry the offer; the ask just needs a sharper edge. View what a great sample ad looks like here.

What makes a show like this convert

1. The host-read format holds attention. Parker and Hamilton talk through the break, so the offer rides the same attention as the show.
2. Host credibility does the selling. Two working comedians who review culture for a living recommend products the same way they recommend books, and the audience treats it that way.
3. The audience is a defined target. Spotsnow estimates it skews young, heavily female, and US-based, a group brands like St. Germain and T-Mobile pay to reach.
4. Repeat buying proves the math. St. Germain's roughly 31 to 36 ads brand-wide, per Spotsnow, is the kind of repeat spend brands only sustain when the returns come back.

Good Noticings in a nutshell

The audience is young, mostly female, and US-based, tuned in for sharp pop-culture commentary from two comedians. St. Germain, T-Mobile, Cotton, and Warby Parker already buy here, most of them on host-read endorsements. The show is sold host-read and quoted per campaign, distributed through the Vox Media Podcast Network. It suits direct-response first, with room for an awareness play if a brand wants the association rather than the code.