- BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign.
- The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter.
- Accidental Tech Podcast’s sponsorship rates start at $5,500. ...
- Mitch Russo’s Tribe Builders Podcast charges $1,500 per month. ...
How much to charge for a podcast sponsorship?
Podcast sponsorship works because the audience and topics are highly targeted. Podcast ads, when done well, are part of the content, as opposed to interruptions. $25 per 1000 downloads is the typical CPM rate for podcast sponsorship – however, there are no set “rules”. The optimal position for an ad in a podcast episode is in the middle.
How much does it cost to advertise on a podcast?
It’ll cost approximately $3,000 to purchase a pre-roll ad on a podcast that generates 100,000 listens. The average 15-25 second post-roll (also known as an “end-roll”) ad spot will have a $10 CPM. It’ll cost approximately $1,000 to purchase a pre-roll ad on a podcast that generates 100,000 listens.
What do sponsors pay for podcasts?
Sponsors pay on a cost per mille basis (mille is Latin for “thousand”). Rates range from $18 to $50 CPM, though hugely popular podcasts can pull in a lot more. You can price your ads differently depending on where you place them within your episode.
How much do podcast ads cost?
- Equipment: Well the microphone is free of cost. ...
- Software: You can use one of the free recording software such as Audacity or Garage band for MAC users. ...
- Graphic Design: Well if you have some basic knowledge of Photoshop or any other similar software then you can do it yourself. ...
How much do podcasters make from sponsors?
How much you earn from a sponsor depends on the number of downloads your episodes earn. Sponsors pay on a cost per mille basis (mille is Latin for “thousand”). Rates range from $18 to $50 CPM, though hugely popular podcasts can pull in a lot more.
How much should I charge for podcast sponsorship?
Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). For a 30-second ad, the cost per mile (or cost per 1,000 listeners) is $15-18. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. There are also a couple of factors that will impact an ad spot's price.
How much do podcast advertisers pay?
Industrywide, the average CPM rate is $18 per 1,000 listeners for 30-second ads and $25 per 1,000 listeners for 60 seconds ads. Podcasts with audience sizes ranging from 500 to over 100,000 listeners charged a CPM rate between $21 to $27 for 30-second ads. For 60-second ads, the CPM rate was between $23 and $37.
How much do podcast hosts get paid?
While ZipRecruiter is seeing annual salaries as high as $159,500 and as low as $16,500, the majority of Podcast Host salaries currently range between $35,500 (25th percentile) to $130,000 (75th percentile) with top earners (90th percentile) making $156,000 annually across the United States.
How do podcast sponsors work?
Many sponsors will pay based on how many downloads your podcast gets, usually in increments of 1000. The amount of money that an advertiser will pay you per 1000 downloads is known as the CPM (cost per mille.)
Why do podcasters need sponsors?
Podcast sponsors help you turn a hobby into an income-generating business. Think of it this way: Over two-thirds of listeners act based on the ads they hear on podcasts. A pretty impressive number, don't you think? Remember, when listeners take action, you earn money.
How much does Joe Rogan make from podcast?
According to Forbes, Joe Rogan podcast income was $30m in 2019. And that's not counting YouTube revenue which also contributes to the amount. In spring 2019, Rogan mentioned in one of the interviews that his show records over 190 million monthly downloads.
How much do small podcasts make?
If you're planning to start your own podcast, you might want to know how much money they make. Podcasters can make anywhere from $10.000$ per episode up to $500,000 per episode.
How much does an ad on Joe Rogan cost?
A host-read ad that lived forever on Joe Rogan's show used to cost tens of thousands of dollars previous to him going exclusive to Spotify. Next year, to get any ads on Rogan, the minimum spend is $1 million, they say, at a CPM upward of $60.
Who Is Highest Paid podcaster?
Highest Paid PodcastersJoe Rogan.Karen Kilgariff & Georgia Hardstark.Dave Ramsey ($10 million)Dax Randall Shepard.Bill Simmons.Will Menaker, Matt Christman, Felix Biederman, Amber A'Lee Frost & Virgil Texas: Chapo Trap House.Tim Dillon.Patrick Hinds & Gillian Pensavalle.More items...•
How much do beginner podcasters make?
As an estimate, if your podcast has about 10,000 downloads per episode, you can expect to make between $500 – $900 per episode in affiliate sales.
How much does Spotify pay per podcast?
Every time someone streams or listens to a podcast or music on Spotify, the channel owner receives a small amount. This amount varies between artists depending on their popularity and impact on Spotify. Of course, most artists receive a blanket amount of around $0.00357.
Are podcasts popular?
People love podcasts and they’ve become increasingly popular in recent years. The number of active podcasts nearly doubled in the span of two years...
How much do podcast ads cost?
The pricing of podcast ads can be structured in different ways. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). For...
Does audience size matter for podcast sponsorship?
When it comes to podcast sponsorship, it’s a case of quality over quantity. A bigger audience isn’t always better. Instead, it’s more important to...
What’s the difference between baked-in and dynamic ads?
Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. If it’s dynamic, the ad is separate from the original episode’...
How can you use podcasting to make money?
There are four main ways that you can use podcasting to make money. These are: podcast sponsorships, affiliate marketing, selling merch, and offeri...
Different Types of Podcast Ads
Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. Your ad can appear in the first 10% of the episode (known as a pre-roll ad), in the middle of the episode (known as a mid-roll ad), or towards the end of the episode (known as a post-roll ad).
Average Ad Rates
When it comes to podcast advertising, there are different ways that the pricing can be structured. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model.
Information For Brands Looking to Advertise on Podcasts
If you’re interested in exploring podcast sponsorships, you can either manually shortlist a number of shows and reach out to them on your own or use the services of a company that links businesses with possible podcasts. If you pick the latter approach, you can, for example, try Midroll.
Information For Podcasts Looking to Get Sponsors
While there’s no set method for attracting sponsorships, there are a couple of proven strategies. Initially, you’ll find that you’ll need to put in more work to get sponsors, but as your podcast becomes more popular it will become less work and brands will start to reach out to you directly.
Frequently Asked Questions
People love podcasts and they’ve become increasingly popular in recent years. The number of active podcasts nearly doubled in the span of two years, while almost 60% of all US consumers older than 12 listen to podcasts, according to Statista. Thanks to its popularity, podcasts are excellent for advertising.
Where To Find Sponsors For Your Podcast
Podcasts are actually an easier platform for finding sponsors (vs. YouTube, Twitch, etc.). If your podcast is large enough (10+ thousand monthly downloads), you should be able to reach out to brands directly and inquire about advertising.
How Much Podcast Sponsors Pay
According to AdvertiseCast, the industry average for a 30 and 60-second ad spots are $18 and $25 respectively. That gives you a rough approximation of how much you can make, but the reality is so much more complicated than that.
Is Your Podcast Big Enough For Sponsors?
Most online advertisers measure costs per 1,000 impressions, and Podcasts are no different (except with podcasts, it’s per 1,000 downloads).
How To Pitch Your Podcast to Brands
Remember that people who work at companies are busy, and they don’t want to investigate anything. So you want any messages you send them to include everything they need to know. The following are items I’d expect you to have in your message.
What is podcast sponsorship?
Podcast sponsorship is the most traditional method of monetisation in the medium. But it can take many different forms, and it's not necessarily the right approach for everyone looking to monetise their content. Here, we'll take a look at the various ways podcast sponsorship can work. We'll also cover how to reach out to potential sponsors – should ...
How much do podcasters make per ad?
This is a method of measuring advertising based on audience numbers. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episode's release. CPM can work well for podcasts that have download numbers in the thousands. But, many podcasts have much smaller audiences than that.
What is podcast success?
Most podcasts that “succeed” focus on a certain topic or niche. That means the audiences they build around them generally share a common interest. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee.
What is a media kit for a podcast?
A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner.
Why is voice over less effective on podcasts?
This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying.
Can you run ads on podcasts?
Some media hosts and agencies can set you up to run ‘dynamic' ads on your podcast. This means that you can earn from running ever-updating radio-style ads on all of your episodes.
Is a smaller audience less valuable?
A smaller audience doesn't make it any less valuable though. In fact, the opposite can be true, the more hyper-targeted it is. Imagine you ran a podcast about building rockets capable of flying humans to Mars, and you only had one listener – but that listener was Elon Musk.
Podcast Sponsorship Pricing – How to Set the Right Cost
Valuating your assets is something that first-time sponsorship seekers either struggle with quite a bit or not at all. Whenever a client of mine breezes through their asset valuation, I’m always dubious. It usually means they’re taking the wrong approach because valuation is a precise and admittedly time-consuming process.
Niche Down Your Audience
Here’s something I always tell my clients, so I want to share it with you as well. When a sponsor chooses to work with you, it’s not so much you that they’re interested in, but your audience.
Choose Your Pricing Model
Okay, you took some time to do your audience research, so now you have to choose your asset pricing model. As I touched on in the intro, the most common podcast sponsorship pricing models are CPM and CPA, but you can also use market valuation.
Market Value
Here’s a third podcast sponsorship pricing model to consider, and that’s market value. This is where you go through the list of assets you collected into a property and determine their value one by one.
Work with Your Sponsor
If you read my guide on podcast sponsorship that I linked you to before, then you’ll recall how I recommended taking a customized approach as you put together your sponsorship proposal. That includes your assets menu as well.
What Are the Most Valuable Sponsorship Opportunities?
I’ve harped on podcast advertisements as a sponsorship opportunity several times throughout this article. A 60-second ad where you read about the sponsor is the equivalent of a branded logo at an event. They’re both very low-value.
Guest Speakers
As a podcaster, who doesn’t love having a guest speaker on the show? It’s a chance for you to take a step back and let someone else do all the talking. For your podcast sponsorship opportunity, perhaps you invite a well-spoken member of the sponsor company or one of their representatives.
How do podcasters make money?
1. Sponsorships. Sponsorships are the most common way podcasters make money. This is when the podcast promotes the sponsor during the show. You probably hear your favorite shows plug their advertisers a few times in every episode. How much you earn from a sponsor depends on the number of downloads your episodes earn.
Why do podcasts have negative cash flow?
In fact, many podcasts have negative cash flow because they spend money buying equipment and paying hosting fees before they earn a single dollar. Creative work like podcasting doesn’t make any money until people choose to watch you. It takes time for listeners to decide you have value.
What is affiliate sales?
Affiliate sales are similar to sponsorships, but instead of getting paid by the download, you get paid based on what you sell for another company. The other company pays you a commission for each sale. Audible has a popular affiliate program that a lot of podcasters and YouTubers take advantage of.
Does audible have an affiliate link?
Audible gives you a special affiliate link to promote. When someone uses your link, you get credit for the sale and earn $15. If you monetize with affiliate sales, make sure the company gives you a simple link that’s easy for you to say and your listeners to understand. Good affiliate URL: www.sponsor.com/your-name.
Show Notes
Today's question comes from Richard, who has some questions about podcast sponsorships. How much should he charge for advertisements?
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What are the Income Sources for Podcasters?
There are several income sources available for podcasters. These include:
How Much Do Most Successful Podcasters Earn?
Podcasters charge for ads based on the number of people who have listened to the episode.
Conclusion
Exactly how much do podcasters make? You should know by now that it depends on several factors.
Who owns Sports Card Nation podcast?
John Newman is the type of person companies like Spotify want to get involved in podcasting. He has a niche interest — collecting sports playing cards — and is passionate and knowledgeable about the topic. When he went looking for a way to start his own show, Sports Card Nation, in 2018, Anchor stood out. The podcast creation app, now owned by Spotify, makes it easy to record an episode, and it offers a novel feature for new podcasters: sponsorship opportunities for everyone.
When did Anchor Sponsorships start?
It promised to help podcasters monetize those shows through a feature called Anchor Sponsorships, which launched in November 2018 in the US, just months before Spotify acquired the company for $140 million.
How many shows will Anchor have in 2020?
The company told The Verge that Anchor launched 1 million new shows in 2020 alone and powers 70 percent of Spotify’s podcast catalog. Spotify has signed Anchor creators to exclusive deals, too, and a spokesperson said last month that 100,000 creators had generated revenue through Anchor’s sponsorships product to date.
Does Megaphone have ads?
Megaphone costs money to use as a hosting provider, but in exchange, it offers an advertiser marketplace, which allows companies to have their ads inserted into shows that fit their target demographic, similarly to Anchor’s offering. Hosts don’t read the ads, however.
Do advertisers work with anchors?
Typically, advertisers only work with shows that reach tens of thousands of listeners. With Anchor’s approach, sponsors can distribute their ad impressions across many shows, rather than focusing on one or two in a specific network. The hosts can always pass on a sponsorship opportunity, too, if they’re not interested.
Does Anchor pay podcasters?
Anchor is paying some podcasters thousands of dollars to advertise the app. Blake Chastain, a podcaster who creates two shows including one called Exvangelical about “coming to terms with the messed up subculture of evangelicalism,” says both his shows lost their Anchor sponsorships last year.
