How to advertise on Race Chaser with Alaska & Willam: what it costs, who buys, and how to book

Spotsnow attributes an almost entirely direct-response ad mix to Race Chaser with Alaska & Willam, roughly 97% of tracked ads. The show sells its host-read inventory quoted per campaign, not off a public rate card, through its small network home rather than a big open-market desk. Its top spender, Squarespace, has run roughly 20 to 23 ads here, which tells a buyer this is a feed built to move coded offers, not soft impressions. Spotsnow estimates all of this from tracked advertiser activity, not audience surveys. See Race Chaser on Spotsnow for the full profile.

Why Race Chaser is built for host-read direct response

Willam and Alaska Thunderfuck 5000 host, both RuPaul's Drag Race alumni who recap the very show they competed on. That is the credential a brand is buying.

The show sits in the information technology & services advertiser mix, where its biggest buyer lives. Spotsnow data shows roughly 97% of tracked ads are direct-response, the format that runs on codes, slash-URLs, and attribution you can actually count. Spotsnow estimates a reach of roughly 195,000 listeners per episode. That figure is an estimate, not an audited count.

The style is what earns the read. Two performers dissect an episode with gossip and inside jokes, and the ad break lands inside that conversation rather than interrupting it. A host endorsement borrows that sustained attention, so the offer arrives while the listener is still leaning in. The audience skews young, mostly listeners in their twenties and early thirties, leans female, and concentrates in the US with a meaningful UK following. It's a creative, self-employed, spend-on-tools crowd.

Influence here is concentrated, not scattered. Spotsnow social stats put Willam's Instagram following at over 1 million. That is a single, deep channel of trust feeding straight back into the feed, which is exactly what a coded offer needs to convert.

Who is advertising on Race Chaser

The roster mixes DTC direct-response regulars with mainstream national buyers. Recognizable names on the feed include Squarespace, BetterHelp, Shopify, Sephora, and Progressive.

The anchor advertisers, broken down

Squarespace

Squarespace sells an all-in-one website and e-commerce platform for creators and small businesses. Spotsnow data shows roughly 20 to 23 ads on the show and estimated total spend over $40K, classified fully direct-response. It fits because the audience is exactly the hustle-and-side-project crowd that needs a site to sell art, drag merch, or a service.

BetterHelp

BetterHelp runs online therapy, matching people to licensed counselors by text, phone, or video. Spotsnow attributes roughly 32 to 38 ads to the brand and estimated total spend over $40K, almost all direct-response. Mental-health messaging lands with a young, queer audience that talks openly about therapy, and the coded signup path proves it out.

Hungry Root

Hungry Root delivers a personalized grocery and meal service built around a preference quiz. Spotsnow data shows roughly 5 to 6 ads and estimated total spend over $20K, classified direct-response. It's a convenience buy for busy young urban listeners, and the trial-code offer suits a feed that already converts on codes.

The awareness outlier

Not every dollar here chases a code. National advertisers in auto, retail, and insurance run produced spots on the same feed, buying reach and association rather than attributable signups. Different objective, same audience, which tells you an awareness play can ride alongside the direct-response core.

All spend figures are Spotsnow estimates.

Why TV and film brands cluster here

A recap show only works if the audience already cares, and this one competed on the source material. That gives the hosts authority no scripted read can fake. When Willam or Alaska vouch for a product, listeners hear a friend who happens to be famous, not a voice actor reading copy. Pair that with a young, creative, US-heavy base that starts businesses, buys tools, and talks about therapy without flinching, and you get a feed where DTC brands can attach a code and watch it move. That's why the same names keep coming back: the trust converts, the attribution proves it, and the buy renews. This is a direct-response feed first, with room on the side for a national awareness play.

How your ad could sound

The Squarespace read works because it stays in the hosts' voice. The repeated hook, "Everybody needs a website. Everybody gets a website," is sticky, and the two-host handoff closes it clean: "Exactly. And Squarespace has you covered." The product framing ties straight to the audience's own hustle, so the pitch never feels bolted on.

What's missing is the payoff a direct-response spot lives on. The captured read carries no promo code, no slash-URL, and no deadline. Add a spoken code and a specific landing path, plus a reason to act now, and the same warm handoff would actually track a conversion instead of just building goodwill.

View what a great sample ad looks like here.

What makes a show like this convert

1. The format holds attention. A host endorsement inside a two-person recap borrows the same trust the conversation already earned, so the ad break doesn't feel like one.
2. Host credibility is native. Willam and Alaska are Drag Race alumni recapping their own competition, so a recommendation carries earned authority rather than read-for-hire copy.
3. The audience matches the offers. An estimated 195,000 mostly young, creative, US listeners are the exact buyers for websites, therapy, and meal delivery.
4. Brands repeat because the math works. Squarespace alone has logged roughly 20 to 23 ads here, and repeat buying at that level is the clearest signal a read is paying back.

Race Chaser in a nutshell

The listeners skew young and female, lean queer and creative, and concentrate in the US with a solid UK following. Squarespace, BetterHelp, and Hungry Root already buy in, mostly through coded host reads, while national brands layer on produced awareness spots. The show is sold on a quoted, per-campaign basis rather than a public rate card. If you want attributable signups, this is a direct-response fit first, with an awareness option on the side.