In response, the major podcasting studios are building out native content arms. Slate’s Panoply Media expects such podcasts will make up about 25% of its 2017 business, while Gimlet’s branded division is doubling in size this year. According to Gimlet , the average branded podcast investment runs in the mid-six figures—far cheaper than a TV spot, and with a much more attentive audience. A recent study from NPR found that 75% of listeners took action on a sponsored message. Here, a look at how four branded podcasts are engaging listeners.