How to advertise on The Mina Kimes Show featuring Lenny: what it costs, who buys, and how to book

The Mina Kimes Show featuring Lenny sells its host-read inventory on a quoted basis, campaign by campaign, not off a public rate card. Spotsnow classifies the vast majority of the show's ad activity as direct response, and its top spender, Ethos, has run roughly 10 to 12 ads on the feed. For a buyer, that mix reads clearly: this is a performance feed where coded offers get tested and repeated, not a pure branding play. Spotsnow estimates all of this from tracked advertiser activity, not audience surveys. The show profile lives here on Spotsnow.

Why The Mina Kimes Show is built for host-read direct response

Mina Kimes is a Lead NFL Analyst at ESPN, a Yale English graduate and former investigative reporter at Fortune and Bloomberg who is credited with pushing EPA and DVOA analytics into mainstream football coverage. The show sits in insurance's favorite kind of feed for coded offers, and Spotsnow attributes the vast majority of its advertising to direct response. That share matters because direct response lives on attribution: promo codes, vanity URLs, and a listener who acts before the episode ends. Spotsnow estimates reach at roughly 135,000 listeners per episode, an estimate rather than an audited count.

The format is the argument here. Kimes runs long film-study breakdowns that ask for sustained attention, and listeners stay through detail most sports talk skips. A host-read borrows that attention. When the ad break arrives inside a segment people are already leaning into, the endorsement lands with the credibility of the analysis around it.

Influence here is concentrated in the feed and on Instagram, where Spotsnow data shows a following of roughly 20,000. That's a focused, engaged base rather than a following spread thin across platforms, and for a direct-response buyer the depth of attention in the feed is the point.

Who is advertising on The Mina Kimes Show

The roster mixes national names with DTC direct-response buyers. Spotsnow data shows recent advertisers including Shopify, LinkedIn, Indeed, Verizon, and Mint Mobile, alongside insurance and fintech brands chasing coded conversions.

The anchor advertisers, broken down

Ethos

Ethos sells online life insurance, quoted and issued fast without a medical exam. Spotsnow data shows roughly 10 to 12 ads on the show and an estimated total spend over $20K, all classified direct response. It fits because a mostly male, higher-earning audience in its prime earning years is exactly who's thinking about protecting a household income.

The Wellness Company

The Wellness Company sells consumer health and emergency medical kits. Spotsnow data shows roughly 6 to 7 ads on the show and an estimated total spend over $20K, classified direct response. It leans on the same instinct Ethos does: a self-directed, preparation-minded listener who responds to a clear offer and a code.

Shopify

Shopify sells the commerce platform merchants use to build and run online stores. Spotsnow data shows roughly 10 to 12 ads on the show and an estimated total spend over $20K, classified direct response. Kimes's audience skews entrepreneurial and financially engaged, the profile Shopify chases when it wants trial signups off a coded read.

All spend figures are Spotsnow estimates.

Why sports brands cluster here

Kimes built her name on being right about football in ways that hold up on film, and that authority transfers. When a host who dissects coaching schemes for a living reads an insurance or commerce offer, the audience extends the same trust it gives her analysis. Add a listener base that skews male, concentrated in the 25 to 44 range, higher earning and heavily US based, and you get people with income to protect, businesses to run, and the habit of acting on a recommendation from someone they've decided knows what they're talking about. That combination, expert credibility plus a buying-age audience, is why insurance, fintech, and DTC brands keep coming back with coded reads. The math works because the audience treats her as a source, not a broadcaster.

How your ad could sound

The Ethos read opens with a relatable hook, "Life insurance is one of those things that's easy to put off because it doesn't feel urgent today," then turns it into reassurance: "it's not just another financial box to check. It's about having a plan in place." That framing is the strongest part. The offer stack is clean, too: 100% online, a quote in seconds, same-day coverage, no medical exam, and a Trustpilot proof point of "4.8 out of 5 star rating based on more than 4,000 reviews."

Two things are worth fixing. The offer URL, "Ethos.com slash Sports," arrives fast at the very end with no repeat and no urgency line, so the code is easy to miss on a first listen. And this is a produced drop-in rather than a personal endorsement in Kimes's own voice, so it borrows less of her authority than a true host-read would. Say the code twice, put a reason to act now next to it, and hand it to the host where you can.

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 film-study segments keep listeners in the episode, so the ad reaches an audience that's still engaged rather than skipping ahead.
2. Host credibility transfers to the offer. Kimes's ESPN analyst standing lends weight to a recommendation, which is why endorsement reads outperform generic spots here.
3. The audience can act on a coded offer. A mostly male, higher-income, US-based base in its prime earning years has both the reason and the means to convert on insurance, fintech, and commerce reads.
4. Repeat buying proves the math. Ethos returning for roughly 10 to 12 ads is the clearest signal a brand can give that the reads pay back.

The Mina Kimes Show in a nutshell

The listeners skew male, higher earning, and US based, concentrated in the 25 to 44 range and drawn to detailed NFL analysis. Insurance, health, and commerce brands like Ethos, The Wellness Company, and Shopify already buy here, mostly on produced and host-read direct-response spots. The show is sold on a quoted basis rather than a rate card, and Spotsnow estimates the vast majority of its ad activity as direct response. If you're chasing coded conversions rather than pure reach, this is a performance feed.