- 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 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.
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. ...
What is the average CPM for podcast ads?
You won't be charged until the podcaster accepts the order, at which time you will be charged for the full order. What is the average CPM rate for podcast advertising? Average CPM values vary from one podcast to the next. Current podcast advertising CPM levels are around $18-$25 CPM.
What do podcast advertisers really want?
The industry standard rates paid by podcast advertisers are:
- Pre-roll ad – A 15 seconds ad that gets mentioned at the beginning of a podcast. It is usually priced at around $18 per 1000 downloads (CPM).
- Mid-roll ad – A 60 seconds long ad that will run somewhere in the middle of the episode. It can fetch you $25 per CPMs.
- Post-roll ad – A 30 seconds ad that will play at the end of the podcast. ...
How much should I charge for advertising on my podcast?
The current average cost of podcast advertising is a CPM of about $25. AdvertiseCast notes that the average CPM for 30-second ads is $18, and the average CPM for 60-second ads is $25.
How much do podcast ads 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 sponsors pay podcasters?
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 should I charge for a podcast?
Expect to pay anywhere from $1,000 to $15,000+ for an episode depending on the type of podcast you are producing (interview-based, narrative or story-driven, or a mixture of the two). Agencies and teams functioning in this space are experts and have the experience and evidence to prove it.
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.
Does Spotify pay you for podcasts?
Streaming platforms like Spotify and Apple Podcasts pay out for streams, but the payout tends to be very low. Podcast sponsorships are one way, but for new podcasts, the likelihood of finding a high-paying sponsorship is slim unless you're already a well-established figure.
Do podcasts earn money?
So is it even possible for new podcasts to make money? The answer is yes. By setting up a few automated revenue streams, new podcasters can accrue passive income that grows alongside their audience, giving them time back to focus on podcasting.
Do podcast guests get paid?
Typically, podcasts do not pay their guests. Their “Payment” comes from exposure to the audience as well as highlights to their services, e-books, products, etc. Even if a podcast is small now, there is an assumption by host and guests that the show will grow, and the exposure will increase.
How much should I pay someone to edit my podcast?
Technical editing They may play a role in distributing the show. But they do not participate in the creation process. That's all handled by the podcaster. Estimated cost: $100-$250 per episode.
How much do podcast hosts get paid?
These are a few of the headlines that emerged. Overall, median hourly earnings for podcasters clusters between $30-44/hour (corresponding to $55K to $80K as an annual salary).
What's the ideal length for a podcast?
The length of your podcast also depends on your subject, industry or genre. It could be that around 15-20 minutes perfect for your listeners. But maybe your specific audience wants more in-depth, exploratory information; in which case, 45-90 minutes would provide more value.
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.
How to advertise a podcast?
Although podcast advertising can be primarily used to build brand awareness, you need first to get in front of small but extremely engaged audiences. Develop a cost-effective marketing strategy and create content that you know your audience will love. Then approach podcasts who serve your target audience.
Why do podcasts have ads?
Podcasts primarily feature host-read advertisements to increase ad engagement. According to a study performed by Nielsen, host-read podcast ads were “significantly more likely to be described by respondents as authentic and believable, and less likely to be felt as forced.”.
How to find your audience on podcasts?
Here are some ways you can find your target audience: 1 Google “Topic target audience is interested in + Podcast”. 2 Browse podcast directory category listings for many shows about one theme. 3 Use Facebook’s Audience Insights tool to figure out what pages your users interact with most then find podcasts related to those subjects. 4 Look through podcast networks that cater to specific shows. For example, HeadGum (a comedy podcast network), Wondery (known for its immersive podcasts), and EarWolf Podcast Network (known for their celebrity hosted podcasts) are networks that allow brands to advertise across multiple shows.
How many people listen to podcasts in 2020?
Podcasts are growing in popularity every year–as of March 2020, 104 million Americans listen regularly and that number is expected to climb. As the medium continues to grow, now is the time to consider podcast advertising as a marketing channel for your business. Different from streaming music or video content, ...
What is podcasting at home?
Different from streaming music or video content, podcasts are primarily consumed at home, during commutes, or while exercising. With consumers turning to podcasts while performing other tasks and to fill downtime, brands need to grab and hold their attention. That means targeting the right audience with the right message at the right time.
What are the different types of podcast ads?
Podcast ads usually have three different placements: pre-roll, mid-roll, and post-roll. As the names suggest, pre-roll ads take place at the beginning of a podcast episode, mid-roll ads take place in the middle, and post-roll ads come in after the episode is over. Pre- and post-roll ad placements are shorter and cost less.
What is PodGrid?
PodGrid aims to connect great advertisers with great audiences. The company was started by two independent podcasters when they faced the challenge of finding a model for advertisers on their show for their niche audience.
Podcast advertising rates are very competitive and Podcasts reach a different audience than traditional radio advertising
Podcast advertising rates are very competitive and Podcasts reach a different audience than traditional radio advertising.
Spot advertising
This generally requires the least budget, unless you plan a very large campaign.
Host Read Advertising
Host read ads will cost you more than traditional spot advertising but come with added benefits.
Sponsorship
Top of the tree in terms of spending but also in terms of reach. Totally bespoke packages are available to really blend your brand in with the podcast.
Which factors influence podcast ad rates?
The golden rule of advertising is the more sales you can generate; the higher is your advertising rate.
Are there standard podcast advertising rates?
Yes. There is a standardized scale that works for the vast majority of podcasters and advertisers. According to AvdertiseCast, the podcasting ad’s price list looks as follows:
The Rate for Pre-roll Ads
Pre-roll ads assume the advertising is presented at the very beginning of the show. An average 15-25 second pre-roll ad can cost $15 CPM.
The Rate for Mid-roll Ads
As you can guess, in the case of mid-roll ads, the advertising is presented in the middle of the show. There is a slight price difference between pre-roll and mid-roll ad rates. The latter costs around $30 CPM for 30-60 second ads.
The Rate for Post-roll Ads
Finally, if you put the advertising at the end of your show, the cost becomes lower. That’s because it’s more likely that listeners will turn off the show before reaching the end.
How to track the podcast advertising efficiency?
As presented above, podcast advertising rates are based on CPMs. Therefore, one of the key metrics is tracking the number of downloads.
Track the sales statistics
This metric will give you an incomplete picture of the advertising effectiveness. Still, it will help to generally understand whether there is an overall increase in interest towards the advertised material.
Key Factors That Make Podcast Advertising Work
Just like any form of advertising, there are several key factors you need to consider to ensure your marketing campaigns yield results. For podcast advertising success, trust and high engagement rate are crucial.
Factors That Affect Podcast Advertising Rates
When it comes to podcast advertising rates, you must first understand the rules of the game.
Social Media Vs. Podcast Advertising
Of course, social media advertising is still worth giving a shot, but podcast advertising works in a different way. The way this method works might be the best and most appropriate for your business model.
Advertise on the Right Podcast
Just as there are different podcast advertising rates to consider, there are also different podcasts platforms to choose from. A good promotion can only happen when done using the right podcast. Failing to identify which podcast is suitable for your promotional needs might lead to campaign failure.
So What Podcast Advertising Rates Are Best For Me?
Every business is different. Depending on your industry, resources available, and promotional offering, the choice of podcast will differ. There really is no one size fits all answer to finding the best podcast advertising rates for your business.
Advertising with Individual Podcasters
Targeting individual podcasters is the most economical way to advertise on a podcast.
Advertising with Podcast Networks
There are some big players around such as Podcast One and Leo Laporte's TWiT network. You can access I wider range of podcasts while still focusing in on an audience you'd like to reach.
Advertising with a Podcast Advertising Network
This will get you the widest range of options and usually a fixed CPM fee so you can know what you're spending and how many ears you're reaching.
Conclusion: How Much To Charge For Podcast Advertising?
If you're a podcaster, not an advertiser, looking for businesses to advertise on your podcast don't hesitate start opening up your show. Prospective podcast advertisers may be searching for podcasts like yours to advertise on. Add a page to your podcast website about advertising rates or a simple get in touch button.
