How to advertise on That's Messed Up: An SVU Podcast: what it costs, who buys, and how to book

That's Messed Up: An SVU Podcast sells its host-read inventory direct and quotes it per campaign, never off a public rate card. Spotsnow puts the direct-response share of ads here at more than nine in ten, which makes this one of the most coded, conversion-driven feeds in true crime. The anchor advertiser, Honey Love, has run roughly 32 to 38 ads on the show. For a buyer, that mix reads as a place brands test promo codes and come back, not a billboard play. Spotsnow estimates all of this from tracked advertiser activity, not audience surveys.

You can pull the full picture on the That's Messed Up: An SVU Podcast profile.

Why That's Messed Up is built for host-read direct response

Comedians Liza Treyger and Kara Klenk host, recapping NBC's Law & Order: SVU and then digging into the real cases behind the episodes. It sits in retail, which is where most of the top spend lands, inside a true crime feed with a comedy edge.

With direct-response ads at more than nine in ten of what runs, per Spotsnow, this is a coded-attribution show. Brands drop a URL or a promo code and count the checkouts. Reach is estimated at roughly 140,000 listeners, and Spotsnow calls that an estimate, not an audited count.

The format is why the codes work. The hosts talk through dark material with jokes, so the ad break doesn't feel like a hard cut. When Treyger or Klenk hand off to a sponsor, the same voice you've been listening to for forty minutes reads the pitch. That sustained attention is what a host-read borrows, and it's why an offer lands here instead of getting skipped.

The show's influence is concentrated in the feed itself, in the weekly relationship between two hosts and a loyal audience, rather than spread thin across a dozen platforms. That's the room where an endorsement actually converts.

Who is advertising on That's Messed Up

Spotsnow data shows more than 100 brands have run on the show recently, a roster that tilts toward women's direct-to-consumer alongside big produced awareness buys. Recognizable names include Quince, Jones Road, Starbucks, Toyota, and Samsung.

The anchor advertisers, broken down

Honey Love

Honey Love is an independent, female-founded apparel brand selling shapewear, bras, and bodysuits. Spotsnow attributes roughly 32 to 38 ads to the brand on this show, with estimated total spend over $80K, all classified direct-response. It's the top spender here, and the fit is plain: a product built by and for women, read to an audience that skews strongly female.

Jones Road

Jones Road is the clean beauty line founded by Bobbi Brown. Spotsnow attributes roughly 21 to 24 ads to it, estimated total spend over $50K, all direct-response. A minimalist makeup brand aimed at all ages sits comfortably next to a female audience concentrated in its prime spending years.

Quince

Quince is a direct-to-consumer brand selling cashmere, silk, home goods, and jewelry at factory-direct prices. Spotsnow attributes roughly 17 to 20 ads to it, estimated total spend over $30K, all direct-response, and it's recurring rather than one flight. Affordable luxury essentials map neatly onto a mid-to-upper-income listener who wants the look without the markup.

The awareness outlier

Not everything here chases a code. Hulu's Swiped, Boost Mobile, Starbucks, Paramount+, Toyota, and Samsung all run produced spots with no attribution mechanic, buying pure reach. Spotsnow classifies these as awareness plays, proof the feed carries a second objective when a brand wants association over clicks.

All spend figures are Spotsnow estimates.

Why retail brands cluster here

Look at who repeats and the pattern is obvious. Honey Love, Jones Road, and Quince all sell to a female-skewing, US-based, mid-to-upper-income buyer, and that's exactly who Spotsnow says listens. The hosts aren't beauty influencers or fashion editors, but that's the point: two comedians who make dark subject matter bearable earn a specific kind of trust, and when they vouch for a shapewear bundle or a cashmere sweater it reads as a friend's tip, not a paid slot. The listener is already in a buying frame, subscribed to a weekly habit, comfortable clicking a code mid-episode. That combination, a defined audience plus hosts who can carry an endorsement without breaking the show's tone, is why DTC apparel and beauty keep coming back instead of testing once and leaving.

How your ad could sound

The Honey Love read shows the format at its best. The hook is casual and in-voice, "if you want to upgrade your top drawer, there's always Honey Love", so it slides out of the conversation instead of interrupting it. The personal framing does real work: "products designed by women who actually wear them" is the kind of line that lands with this audience. And the offer is clean, a "crossover triple bra bundle" you can buy three at once for savings.

Two things would sharpen it. The read leans on "huge savings" without naming a specific discount, so the value stays fuzzy. And there's no promo code or deadline in the clip, which softens attribution on a spot that's otherwise built for direct response. Give the host a code and a reason to act this week and the same read converts harder.

View what a great sample ad looks like here.

What makes a show like this convert

1. The format holds attention through the break. A host you've listened to for the whole episode reads the offer in the same voice, so the ad doesn't get skipped the way a produced drop-in does.
2. Host credibility transfers to the brand. Treyger and Klenk earn trust handling hard material with humor, and that trust carries into the endorsement.
3. The audience is defined and in-market. Spotsnow describes a strongly female, mostly US, mid-to-upper-income listener, which is why apparel and beauty spend clusters here.
4. Repeat buying proves the math. Honey Love's roughly 32 to 38 ads is a brand renewing again and again, which no single test would do if the codes weren't paying out.

That's Messed Up in a nutshell

The audience is estimated at roughly 140,000 listeners, skewing strongly female, mostly US, and mid-to-upper income. Women's DTC leads the buying, with Honey Love, Jones Road, and Quince all running host-read spots and coming back for more. The show is sold direct and quoted per campaign, not off a rate card. With direct-response ads above nine in ten of what runs, per Spotsnow, this is a conversion feed for coded offers first, awareness second.