Sword and Scale Podcast Advertising - Audience, Sponsors & Contact

Overview

Sword and Scale is a seminal true crime podcast that plunges listeners into the darkest corners of human depravity and the intricacies of the criminal justice system. Known for its raw, uncensored audio, the podcast meticulously reconstructs heinous crimes, including murder, abduction, and other bizarre acts, utilizing authentic 911 calls, court testimonies, and interviews with both victims and perpetrators. It offers an unflinching, 360-degree perspective on the 'seedy underbelly' of society, challenging listeners to confront the reality of evil. The show's distinctive style appeals to a mature audience fascinated by the psychology of crime, the mechanics of justice, and the profound impact of violence, providing a stark and often disturbing exploration of human nature.

Show Impressions

Estimates only, not verified by show

Est. Total Impressions

1.2M

Est. Podcast Downloads

1.2M

Av. Youtube Views

1,860

Instagram

76k

YouTubers Subscribers

16k

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Direct Response

Brands with CTAs

GREAT

86%

Host Read %

% of host read ads

BAD

22%

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The Bottom Line

This show has an estimated 1.2M audience size, runs 22% host read ads and promotes 86% of ads for direct response advertisers.

Creator Influence

Michael Boudet

Mike Boudet is the creator and host of Sword and Scale, a true crime enterprise that has shaped the immersive audio genre since its debut in 2013. His work centers on a cinematic approach to storytelling, utilizing primary source materials such as 911 calls, police interrogations, and courtroom testimony to cover high-profile criminal cases and unsolved murders. Boudet manages his productions through Incongruity Media and has successfully transitioned the brand into an independent ecosystem with the Sword and Scale +Plus subscription service, ensuring editorial freedom from traditional corporate sponsors. His portfolio includes the more conversational Sword and Scale Nighttime series and the retrospective Sword and Scale Rewind. Recent efforts focus on the TRUE CRIME MURDERSTREAM series on YouTube, which bridges his high-fidelity audio roots with high-definition video. This uncompromising focus on the raw reality of criminal activity provides a visceral experience for audiences interested in the darker aspects of human nature and investigative psychopathology.

Age: 51 years
Nationality: American
Education: Florida International University

Age: 51 years
Nationality: American
Education: Florida International University

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Recent Campaigns

	Advertisers	Week5/11	Week6/22	Week7/20	Week7/27	Week8/3
Spin Questspinquest.com	Spin Quest	1	5	9	1		Longer term buy 25%
Flexcarflexcar.com	Flexcar			1	3	1	Longer term buy 25%
Geicogeico.com	Geico		3		1	1	Longer term buy 25%

Northwind Foodsnorthwindfoods.com	Northwind Foods		2	3	4		1	2	3		5	1	2		4	5	1		3	4	5		2	3	4	Core Performer 75%
Blue Canoe Financebluecanoe.io	Blue Canoe Finance	4	5	1		3	4	5		2	3	4		1	2	3		5	1	2		4	5	1		Core Performer 75%
SignalPath Labssignalpathlabs.com	SignalPath Labs	2	3		5	1	2		4	5	1		3	4	5		2	3	4		1	2	3		5	Core Performer 75%
Oak & Anchoroakandanchor.co	Oak & Anchor	5		2	3	4		1	2	3		5	1	2		4	5	1		3	4	5		2	3	Core Performer 75%
Brightline Healthbrightlinehealth.com	Brightline Health		4	5	1		3	4	5		2	3	4		1	2	3		5	1	2		4	5	1	Core Performer 75%

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Demographics

Location

Fans by country:

United States 88%

Canada 4%

United Kingdom 3%

Germany 3%

Australia 2%

Age Distribution

18-24

12.0%

25-34

28.0%

35-44

26.0%

45-54

18.0%

55-64

11.0%

65-99

5.0%

Income Brackets

$10k-20k

4.0%

$20k-30k

7.0%

$30k-40k

9.0%

$40k-50k

11.0%

$50k-60k

13.0%

$60k-70k

12.0%

$70k-80k

11.0%

$80k-90k

10.0%

$90k-100k

9.0%

$100k-150k

8.0%

$150k-200k

4.0%

$200k-1000k

2.0%

Gender

Male · 58.0%

Male58.0%
Female37.0%
Other5.0%

Education

Bachelor's

42.0%

Graduate

28.0%

High School

18.0%

Post Graduate

12.0%

Occupation

Professional

32.0%

Student

18.0%

Management

14.0%

Other

13.0%

Sales

12.0%

Technical

11.0%

Family Status

Single · 42.0%

Single42.0%
Married35.0%
Parents23.0%

Ethnicity

White

68.0%

Hispanic

14.0%

Black

11.0%

Asian

7.0%

Engagement Style

Active listener

46.0%

Background listener

32.0%

Binge listener

22.0%

Language

English

94.0%

Spanish

4.0%

French

2.0%

Religion

Christianity · 52.0%

Christianity52.0%
Non-Religious48.0%

Brand Safety

Overall content risk rate

Low risk

35.0%

Risk breakdown

Share of content flagged by category

Explicit Language28.0%
Political Content5.0%
Violence2.0%

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Top Advertisers

Top Spenders	Est. Spent	Change	Host Read %	DR %	# of ads	Frequency	Top Shows
Shopify information technology & services	$558,495	+100.0%	93%	100%	28.0ad units	Core Performer	+1
Spin Quest	$407,367	+47.9%	29%	100%	17.0ad units	Core Performer	+1
Cozy Earth apparel & fashion	$339,440	0.0%	100%	100%	7.0ad units	Core Performer	+1

Northwind Foods ConsumerRetail	$120,000	+4.0%	62%	38%	3.20/mo	2.1ad units	Test run	S S
Blue Canoe Finance ConsumerRetail	$129,000	+5.0%	63%	37%	3.20/mo	2.1ad units	Core Performer	S S
SignalPath Labs ConsumerRetail	$138,000	+6.0%	64%	36%	3.20/mo	2.1ad units	Core Performer	S S
Oak & Anchor ConsumerRetail	$147,000	+7.0%	65%	35%	3.20/mo	2.1ad units	Core Performer	S S
Brightline Health ConsumerRetail	$156,000	+8.0%	66%	34%	3.20/mo	2.1ad units	Test run	S S

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Ads and Episodes

Episode 360

0:00 / 1:43

Direct Response

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#1

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