Joe Walker Podcast: Sponsor Kit

Overview

Joe Walker hosts Australia's leading ideas and public policy podcast.

His conversations are recognised for their depth of research, thoughtfulness and originality (see this profile by the Australian Financial Review).

At a glance

• A uniquely influential audience including departmental secretaries, business leaders, and political leaders.
  • Dr Andrew Charlton MP (Cabinet Secretary and leader of the Australian government's AI strategy) says: "I’ve long been a fan of Joe Walker’s podcast".
  • Tim Doyle (Eucalyptus founder & CEO) says Joe's is one of four podcasts he listens to "religiously".
• Almost a quarter control annual budgets larger than $1 million (2024 Audience Survey, below).
• 5.9% are CEOs, founders or board members; 13.8% work in government, 13.3% in technology, and 23.9% in finance (2024 Audience Survey, below).
• 35,000 views / listens per episode on average.

Example mid-roll ads

Each ad is read by Joe. We take a tailored approach, working with you to create an ad read together.

Audience information

Size / affinity

• Average of 35,016 listens/views per episode in the past 24 months (full breakdown available here).
• 4.9 out of 5 star rating across ~1,200 reviews.
• Has been rated #1 Business Podcast on Apple Podcasts (Australia).

Audience profile

We ran an audience survey in Oct/Nov 2024, with 228 responses.

Broken down by industry:

• 23.9% work in Finance
• 13.8% work in Government
• 13.3% work in Technology

Broken down by function:

• 5.9% are CEOs, Founders or Board Members

Controlling and deploying large budgets:

• 31.7% of the audience are responsible for an annual budget at work.
• 24.1% of the audience are responsible for an annual budget larger than $1 million.
• 10.7% of the audience are responsible for an annual budget larger than $10 million.

Geographic breakdown – top three markets (from Omny & YouTube):

• 36% in Australia
• 18% in the United States
• 7% in the United Kingdom

Joe's audience is one of the most influential in Australia, containing a high density of decision-makers across government, business, academia and media. For public endorsements by these figures, check out this doc.

• “If you appreciate depth, the best Australian podcast is The Joe Walker Podcast. Joe’s ability to discuss big intellectual issues with the world’s top scientists, economists and thinkers is almost without parallel”
  — Dr Andrew Leigh MP, Economist and Assistant Minister for Productivity, Competition, Charities and Treasury
• “Joe Walker is special: he speaks to both tech and government, and is trusted by both.”
  — Jackie Vullinghs, General Partner, Airtree Ventures

Sponsorship structure

We partner on a quarterly basis.

Quarterly partnership includes:

• Mid-roll ads on ~6 episodes. This also includes a blurb about you in the email we send our mailing lists with every episode.
• Category exclusivity for the duration of the quarter.

Please contact Joe (joe@jnwpod.com) to discuss pricing and packages.