Behind the Business with Michelle Toh Podcast Advertising - Audience, Sponsors & Contact

Overview

Behind the Business with Michelle Toh is a Webby Award-winning podcast that pulls back the curtain on the world's most influential leaders, founders, and creators. Hosted by award-winning international journalist Michelle Toh (formerly of CNN and FORTUNE), the show is built on the belief that business is deeply personal. Moving past superficial praise, Toh leverages her rigorous journalistic background to conduct deep, research-backed interviews that explore high-stakes decision-making, crisis management, and the emotional realities of leadership. Featuring executives from powerhouse brands like Airbnb, Rivian, NYSE, and Canva, each episode balances hard-hitting insights on global markets and tech trends with humanizing personal stories. Distinctive segments, including a rapid-fire round and questions submitted by emerging young founders, make this an essential, engaging listen for aspiring entrepreneurs, corporate strategists, and business enthusiasts alike.

Show Impressions

Estimates only, not verified by show

Est. Podcast Downloads

660

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Direct Response

Brands with CTAs

GOOD

68%

Host Read %

% of host read ads

BAD

6%

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The Bottom Line

This show has an estimated 660 audience size, runs 6% host read ads and promotes 68% of ads for direct response advertisers.

Recent Campaigns

	Advertisers	Week6/15	Week6/22	Week7/13	Week7/20	Week8/3	Week8/31
Indeedindeed.com	Indeed			1	1	4	2	Longer term buy 33%
Accentureaccenture.com	Accenture				1	4		Test in progress 17%
O Henryohenry.com	O Henry	1	1					Test in progress 17%

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
Indeed information technology & services	$41	+87.9%	0%	100%	6.0ad units	Core Performer	+1
Accenture management consulting	$37	+264.0%	0%	40%	5.0ad units	Core Performer	+1
stamps.com information technology & services	$17	+24.6%	0%	100%	2.0ad units	Test run	+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

How to travel for less: The Points Guy takes 3 Pressing Questions

0:00 / 0:29

Brand Awareness

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#1

Run on 1x episode

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