I've heard the argument many times that advertisers won't sponsor shows with profanity and/or explicit content and I don't buy it. If you look at a show like Bill Burr's MONDAY MORNING PODCAST, he's dropping every word in the book (including his favorite, the "C" word) and he consistently has two or three sponsors per show. Big sponsors too, like Stamps.com and Dollar Shave Club.

I think it really depends on the advertiser. Some of them probably are turned off by that kind of stuff. While others realize it's less about whether the host is cussing and more about how involved and dedicated their fans are. Do they trust the host? Will they check out the advertiser's website because the host said so and they want to support his show?

Of course, numbers matter too. Which brings me to my other point. If a show has a considerable audience, I think that value can outweigh whether or not the show is using foul language. If an advertiser wants to reach an enormous audience a show may have because it fits their demo and they're pretty sure they'll get some response out of it, then they may just want to go for it.

If you look beyond podcasts, advertisers aren't terribly shy about sponsoring shows with language or questionable subject matter. Look at shows like IT'S ALWAYS SUNNY IN PHILADELPHIA where they use pretty much every word but the "F" one or BREAKING BAD that deals with making and selling meth. Good shows. Huge audiences. Advertisers see that and I think it becomes less about, oh we're sponsoring cursing and more about we're supporting this show that you all love! We love it too! Check out our product, won't you?