How to advertise on The Dozen with Liam Tuffs: what it costs, who buys, and how to book

The Dozen with Liam Tuffs sells its host-read inventory direct, through the host's own representation rather than a large network, and it's quoted campaign by campaign instead of off a published rate card. Spotsnow data shows direct response accounts for nearly all the ad activity in the feed, and the anchor sponsor has run roughly 13 to 15 reads on the show. For a buyer, that mix means one thing: this is a conversion feed first, with national produced spots riding alongside. Spotsnow estimates all of this from tracked advertiser activity, not audience surveys.

You can see the full advertiser history for The Dozen with Liam Tuffs on Spotsnow, including which brands came back for a second flight.

Why The Dozen with Liam Tuffs is built for host-read direct response

Liam Tuffs is the show's interviewer, running long-form, no holds barred conversations with ex-gangsters, political agitators, conspiracy theorists and people who have lived through the stories other outlets only report on. The feed sits in society and culture with true crime, politics and news underneath it, and the anchor sponsor is classified by Spotsnow under information technology & services.

Spotsnow attributes nearly all tracked ad activity on the show to direct response. That matters because direct response is the only posture where you can actually read the result: a code, a URL, a handle, something that fires in an analytics dashboard the same week the episode drops. Spotsnow estimates the show reaches roughly 200,000 listeners, an estimate, not an audited count. The audience skews overwhelmingly male, young to middle-aged, middle-income, and it's heavily UK-based.

Forget price for a second and think about format. These are hour-plus interviews where the tension is the point, and listeners stay because they want the next answer. Nobody skips out of a confession. A host-read borrows exactly that: the attention is already locked in, so Tuffs saying he's worked with a sponsor for a year carries weight a produced spot can't buy. That's the argument for buying here, not a number on a rate sheet.

Where the influence actually sits

Spotsnow data shows an Apple Podcasts average rating of 4.9 from a small review base. The real proof of pull is on video and social: roughly 360,000 Instagram followers and about 383,000 YouTube subscribers, both estimated. Influence here is concentrated in the feed and on the channel rather than spread thin across five platforms, and that's where the host-reads have been proven to work.

Who is advertising on The Dozen with Liam Tuffs

Spotsnow tracked roughly 140 to 165 brands in the feed over the recent window, a roster split between big national names running produced audio and one scrappy host-read deal doing the conversion work. Recognizable buyers include Rocket Mortgage, Mint Mobile, McDonald's, Disney+ and Toyota.

The anchor advertisers, broken down

Burley Boards

Burley Boards is the e-commerce mentoring sponsorship behind the show's recurring host-read, sold through an Instagram-first funnel. Spotsnow estimates total spend on this show at over $40K, across roughly 13 to 15 appearances, of which roughly 8 to 10 are host-read. Spotsnow classifies it as direct response. It fits because the audience is young, male, UK-based and listening to guests who rebuilt their lives from nothing, which is the exact emotional adjacency a "start your own business" offer needs.

Change

Change is the UK mentoring program the host names in the read, reached through the same DM-based signup. Spotsnow estimates total spend on this show at over $10K across a handful of appearances, classified as direct response. It works for the same reason the anchor does: the pitch is aspiration aimed at men who are already listening to someone explain how they got out.

Shane Company

Shane Company sells jewelry direct to consumers. Spotsnow estimates total spend on this show at over $5K across a handful of appearances, and Spotsnow data shows the brand leans direct response across its wider buying. A male-dominated audience in its prime gifting years is a sensible place for jewelry to test, even in a feed about crime and politics.

The outlier: Rocket Mortgage

Rocket Mortgage is the most frequent brand in the recent window and it doesn't touch a host-read, running produced spots instead. Worth noting if your objective is coverage rather than coded attribution, because it shows an awareness buy clears here too, just with a different measurement plan behind it.

All spend figures are Spotsnow estimates.

Why true crime brands cluster here

True crime and crime-adjacent interview feeds attract a particular kind of listener: someone who wants the unvarnished version and distrusts the polished one. Tuffs built his authority on exactly that, putting people in a chair and refusing to flinch, and the audience rewards him with the one thing advertisers can't manufacture, which is patience. They sit through forty minutes of a guest describing the worst night of his life. They are not going to bail on a thirty second read from the person who asked the questions.

That's why the roster looks the way it does. The brands spending real money on host-reads here aren't selling convenience, they're selling a change in circumstances, and the audience mindset is already there. Spotsnow attributes nearly all tracked ad activity on the show to direct response, which is the data version of the same point. If you're a DTC brand with a strong offer and a male UK-skewing target, the association is doing half the work before the copy starts.

How your ad could sound

What works: the read is first-person and specific. "I've seen their members make life-changing money" is a claim only the host can make, and it lands harder than any scripted benefit line. The value stack is concrete, with one-on-one training, online courses and group seminars named out loud, and there's a built-in objection handler in "success doesn't happen overnight." The handoff is clean too, straight from the last line into the guest intro, so nothing feels bolted on.

What's worth tightening: the call to action. "Message Ryan on Instagram at RyanJB" is a single channel with no urgency and no tracked link, so attribution rests on a DM rather than something you can count in a dashboard. A vanity URL, a code, or even a deadline would give the same read a measurable floor. If you're writing for this feed, keep the host's voice and fix the back half of the spot.

View what a great sample ad looks like here.

What makes a show like this convert

1. The format holds attention through the break. Long-form interviews with high narrative tension mean listeners stay put, and a host-read inherits that attention instead of fighting for it.
2. Host credibility transfers. Tuffs' authority comes from sitting across from people nobody else will book, and the anchor read leans on a stated year-long working relationship rather than a script.
3. The audience is a clean target. Spotsnow estimates roughly 200,000 listeners, overwhelmingly male, young to middle-aged and UK-centered, so there's little waste for a UK offer.
4. Repeat buying proves the math. Spotsnow data shows the anchor sponsor has run roughly 13 to 15 reads on this one show. Nobody renews that many times on vibes.

The Dozen with Liam Tuffs in a nutshell

The listener base is overwhelmingly male, concentrated in Great Britain, mostly middle-income and younger to middle-aged, with Spotsnow estimating roughly 200,000 listeners. The buyers who have committed real money are an e-commerce mentoring sponsor on recurring host-reads and a set of national advertisers running produced audio, so both read types already live in the feed. Inventory is sold direct rather than through a big network, quoted per campaign, and ads run on most episodes. If your objective is coded, measurable response from a UK male audience, this is a direct-response buy first and an awareness buy second.

The Dozen with Liam Tuffs isn't the only feed reaching this audience. Spotsnow shows which true crime podcasts have host-read spots open right now, and which brands already buy them.