How to advertise on This Is Important: what it costs, who buys, and how to book

This Is Important sells its host-read inventory through iHeartRadio, quoted per campaign rather than off a public rate card. Spotsnow data shows the large majority of ads on the show are direct-response, roughly 88% of tracked spots. The show's top spender, Kachava, has run roughly 12 to 14 ads here, all host-read. For a buyer, that mix reads clearly: this is a feed built to move coded offers, not to park a logo. Spotsnow estimates all of this from tracked advertiser activity, not audience surveys. You can see the full profile on This Is Important's Spotsnow page.

Why This Is Important is built for host-read direct response

The show is hosted by Adam DeVine, Anders Holm, Blake Anderson, and Kyle Newacheck, the four comedians who created, wrote, and starred in Comedy Central's Workaholics. It sits in the comedy category, and its advertiser mix skews toward food & beverages brands buying coded offers.

Spotsnow data shows roughly 88% of ads here are direct-response, the kind carried by a promo code, a vanity URL, or a spelled-out offer that ties a sale back to the read. Spotsnow estimates the show reaches roughly 195,000 listeners per episode, an estimate rather than an audited count. What makes the format work is the banter. The four hosts talk over each other, riff, and drift, so when one of them stops to actually recommend something, the shift in tone lands. That earned attention is exactly what a host-read borrows, and it's why an offer read out loud here converts better than a produced spot dropped into the same break.

The engagement backs it up. Spotsnow data shows an Apple Podcasts rating around 4.9 across roughly 9,300 to 10,300 ratings, plus about 232,000 Instagram followers and around 115,000 YouTube subscribers. The pull runs across the feed and the social channels, so a read reaches an audience that already trusts these four to tell them what's worth their money.

Who is advertising on This Is Important

Spotsnow tracks roughly 89 to 104 recent advertisers on the show, a roster that pairs big national names with scrappier DTC buyers. Recognizable examples include Instacart, The Home Depot, Audible, Mint Mobile, and DraftKings.

The anchor advertisers, broken down

Kachava

Kachava sells a plant-based meal-replacement shake, and it's the show's top spender. Spotsnow attributes over $50K in estimated total spend to Kachava across roughly 12 to 14 ads, classified 100% direct-response. It fits an active, health-curious, mostly male audience that wants a fast nutrition fix between shifts.

Instacart

Instacart runs grocery delivery, and Spotsnow estimates over $40K in total spend across roughly 7 to 8 ads, all direct-response. Delivered groceries pitch cleanly to a young, busy, home-cooking-averse crowd that would rather order than shop.

Montucky Cold Snacks

Montucky Cold Snacks is a Montana light-lager brewery built around an outdoor lifestyle. Spotsnow estimates over $30K in total spend across roughly 8 to 9 ads, mostly direct-response. A cheap, easygoing beer matched to a young, social, mostly male audience is close to a lock.

The outlier worth noting

Montucky also doubles as a brand-fit play, not just a coded-offer buy. Its reads lean on lifestyle and association as much as any promo code, which shows a brand chasing affinity rather than a click can still find a home in this feed.

All spend figures are Spotsnow estimates.

Why comedy brands cluster here

The audience is the pitch. Spotsnow data describes a listener base that skews young and heavily male, concentrated in the US, and mostly mid-income, which is the exact profile a meal shake, a grocery app, and a cheap lager all want. The comedy itself does the rest. Four friends who've worked together for over a decade don't sound like they're reading a script, so when one of them vouches for a code, it plays as a recommendation, not an interruption. Repeat buyers like Kachava and Montucky keep coming back because the read carries the sale. That's the part a buyer should screenshot: the format and the roster agree with each other.

How your ad could sound

Here's a recent in-episode spot from the show, a produced DraftKings placement. It's worth hearing how the ad break sits inside the hosts' banter before you plan your own read.

If you want your read to convert, follow the show's own rhythm. Let a host frame the product in his own words before the offer lands. Put the code or URL early and repeat it, because a buried code is the fastest way to lose the attribution you're paying for. Keep the call to action specific: one destination, one reason to act now. A produced spot has its place, but on a show built on chemistry, a host endorsement will always outrun a polished voiceover.

View what a great sample ad looks like here.

What makes a show like this convert

1. The host-read format earns the break. When the banter stops for a real recommendation, listeners notice, and that's when a coded offer sticks.
2. Host credibility carries the pitch. Four Workaholics creators with a 4.9 Apple rating have credibility that a produced spot can't buy.
3. The audience matches the buyers. Young, mostly male, US-based listeners are exactly who a shake, a grocery app, and a lager are chasing.
4. Repeat buying proves the math. Kachava's roughly 12 to 14 ads didn't happen by accident; brands re-buy when the numbers work.

This Is Important in a nutshell

The audience skews young, male, and American, with a mid-income lean and an estimated reach around 195,000 per episode. The brands already buying, Kachava, Instacart, and Montucky Cold Snacks, run mostly host-read, mostly coded offers. The show is sold through iHeartRadio and quoted per campaign, not off a rate card. If you're a DTC brand chasing attributable sales, this is a direct-response feed, not an awareness buy, and the roster shows it.