What It Was Like Podcast Advertising - Audience, Sponsors & Contact

Overview

What It Was Like offers an immersive journey into the heart of extreme events through intimate conversations with those who lived them or were directly involved. While the podcast promises a spectrum of stories, from dark to humorous, recent episodes demonstrate a compelling focus on true crime and investigative narratives. Listeners are drawn into gripping accounts, such as the application of data science to uncover serial killer patterns or the relentless pursuit of a cold case by a dedicated detective. Hosted by Julian Morgans, the show provides a unique blend of personal testimony and expert insight, appealing to audiences fascinated by human experiences, the intricacies of criminal investigations, and the broader societal implications of extraordinary circumstances. It's a podcast for those who seek a deeper understanding of real-world events, told through the unfiltered lens of direct experience.

Show Impressions

Estimates only, not verified by show

Est. Total Impressions

7,468

Est. Podcast Downloads

7,220

Av. Youtube Views

248

Instagram

157k

YouTubers Subscribers

35k

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Direct Response

Brands with CTAs

GREAT

96%

Host Read %

% of host read ads

BAD

5%

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The Bottom Line

This show has an estimated 7.5K audience size, runs 5% host read ads and promotes 96% of ads for direct response advertisers.

Creator Influence

Julian Morgans

Julian Morgans is an Australian journalist and digital creator who hosts and produces the What It Was Like podcast under the Superreal production banner. Drawing on a background as a Senior Editor at VICE, his work provides a platform for individuals to detail sensory and emotional perspectives on extreme life events. He utilizes a video-first strategy on YouTube to supplement narrative audio with high-quality archival footage and visual aids. Specific notable coverage includes his investigative interviews with survivors of the Dating Game Killer and first-hand accounts of the 9/11 attacks. His reporting style emphasizes human resilience through deep-dive interviews, a methodology he refined while covering global subcultures for major news outlets. A recent series, The Hunt for a Killer Who Vanished, demonstrates his ability to integrate investigative journalism with immersive storytelling formats. Industry professionals view his work as a bridge between traditional long-form reporting and modern digital documentary content designed for global audiences on YouTube and Spotify.

Age: 39 years
Nationality: Australian
Education: Bachelor's Degree, Unknown

Age: 39 years
Nationality: Australian
Education: Bachelor's Degree, Unknown

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Recent Campaigns

	Advertisers	Week4/20	Week4/27	Week5/4	Week5/11	Week5/18	Week5/25	Week6/1	Week6/8	Week6/15	Week6/22	Week6/29	Week7/6	Week7/13	Week7/20	Week7/27	Week8/3	Week8/17
Progressive Insuranceprogressive.com	Progressive Insurance	3		4	1	3						2		2	2	2	1	1	Core Performer 50%
Verizonverizon.com	Verizon	2			1			2	2	3	2							3	Longer term buy 33%
Acastacast.com	Acast		2	1			1	2	1	1			1					1	Longer term buy 33%

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
Hers	$2,134	-100.0%	0%	100%	18.0ad units	Core Performer	+1
Progressive Insurance insurance	$1,810	+100.0%	0%	100%	22.0ad units	Core Performer	+1
Red Cross nonprofit organization management	$1,746	0.0%	0%	100%	23.0ad 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

I Traced a Mystery Stalker Back to eBay’s Corporate Headquarters

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Direct Response

I

#1

Run on 1x episode

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