Two podcast shows secured major sponsorship deals this week, proving that the medium is beginning to gain traction among advertisers - and not just those reaching out to early-adopter males. Mommycast, a weekly show hosted by two moms from their homes in Virginia, has picked up Dixie in a 12-month, six-figure deal, writes BrandWeek (via MediaBuyerPlanner). Another show, hosted by 15-year-old Martina Butler, announced that it snagged sponsorship from Nature's Cure, a top acne treatment brand.

Dixie hopes to reach moms in the 25-54 demo, and the sponsorship of the show coincides with brand renaming and repositioning that will take place in the spring. Porter-Novelli handled the buy. Dixie will be monitoring "to see if we get awareness lift or purchase lift," said Erik Sjogren, senior brand manager of Dixie, who added that he has been given a green light to do podcasts and latitude to explore new things.

Butler's show, Emo Girl Talk, features the life and times of a teen girl who talks about her favorite music and interviews celebrities. The buy was handled by MobileCast Media.

"There are a number of teens now listening to podcasts. Sponsorship is an excellent way to increase our brand awareness in an environment that is meaningful and credible to teens," said Nature's Cure VP of marketing Dana Doron.