@mjroncone Probably around 25% of the recent sponsorship auction, assuming that it comes with something like "this week's magic word brought to you by: x".People are engaged but they care about the word, not the person who chose it.
But what if the magic word is the 'x' from your example above? Or if the sponsor's name is too easy to guess as a magic word it could be the name of one of their products, a feature or something associated with them. The audience would effectively be forced to remember and type in a word which is strongly associated with the sponsor. What better way of getting into your target audience's consciousness?
There have been many times when I've listened to a podcast and intended to check out something mentioned later on. I often forget or just don't get around to it.
If I logged in to claim LTB from the magic word it would remind me about the sponsor and I'd check it out there and then!
Edit: Or what if the magic word is the sponsor's url? Simply go to their website (perhaps after Googling their name) and cut & paste it into the magic word form.
