So what exactly are these “Industry Standards” for Podcast Sponsorships?
- A 15-second Preroll runs around $18 per 1000 CPMs (listens).
- A 60-second Midroll runs around $25 per 1000 CPMs (listens).
- A 30-second Postroll runs around $10 per 1000 CPMs (listens).
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.
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 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. ...
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 do you get sponsors for a podcast?
Here are the four main ways to find podcast sponsors:Reach Out to Sponsors Directly. The simplest strategy? ... Partner With a Hosting Service. Podcast hosting services give your podcast a home on the internet. ... Join a Podcast Network. Some networks let you list your show (sometimes for free) on their platform. ... Use a Directory.
Can podcasts be sponsored?
Types of sponsorship deals Thankfully, podcasts are recognized as very valuable advertising opportunities, and it's not all that rare to see CPMs reaching as high as $40 or even $50. Somewhere in the $20-$25 range is fairly average per Midroll and AdvertiseCast.
How much should you charge for a podcast ad?
Average Podcast Advertising Rates According to AdvertiseCast, the industry average rates for podcast advertising are: $15 for a 10-second ad CPM. $18 for a 30-second ad CPM.
How many listeners do you need to get sponsors on a podcast?
How many podcast downloads do you need to get sponsors? Many podcast sponsors are looking for at least 5,000 downloads per episode, and they often pay based on the number of downloads each podcast episode gets (in increments of 1,000).
How do podcasts get funding?
Advertising and sponsorships are probably the first things you think of when looking for ways to make money from podcasting. There are several different podcast ad networks that can connect you with advertisers. They do all the work of finding advertisers, negotiating rates, getting the script, and more.
How do you monetize a podcast?
How To Monetize A Podcast DirectlyAsk for donations. The simplest way to monetize a podcast is to ask people for money. ... Create paid membership tiers. ... Sell sponsorships or ads. ... Join an advertising network. ... Sell premium episodes. ... Gate your back catalog. ... Sell repurposed content. ... Syndicate your show to YouTube.
Why should I sponsor a podcast?
Because podcast listeners are highly attentive and engaged, they take action after hearing an ad - 45% visit a sponsor's website and 37% conduct more research on the sponsor. If you have a compelling offer, podcast ads have a high chance of sparking action within your audience!
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...
What are the benefits of a Sponsorship?
Sponsorships provide a win/win/win scenario: your audience wins because you're sharing a product or service that can help them on their journey; yo...
Can you Make Money without Sponsors?
Yes, there are several ways to make money from a podcast outside of sponsors, including but not limited to creating your own products or services o...
How Many Listeners Should Your Podcast Have Before Looking for Sponsors?
You can start looking for sponsors as soon as you feel ready. I know podcasters who secured sponsors before they even launched their podcast. It re...
Where Can You Find Sponsors for Your Podcast in 2020?
There are a variety of ways you can find sponsors for your podcast. A couple of ideas include listeneing to other podcasts in your industry or nich...
Which is the most profitable podcast?
Most podcasts don't share revenue numbers, and if they do, it's oftentimes not an actual profit number but a gross revenue number. This makes it di...
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.
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 ...
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.
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 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.
Why do podcast sponsors work?
Podcast sponsorships work so well because it is YOU, the host, that is promoting the product or service, and your listeners trust you. That trust will deteriorate if you make it seem more about the sponsorships than the listener. Finally, it’s bad for the host… you!
What is a midroll in podcasts?
Midroll: You have lot more flexibility here. Typically your Midroll is inserted somewhere around the 40 – 70% mark of the podcast episode. During these 60 seconds the host will talk about the sponsor’s product or service, often sharing a personal story if possible and revealing some of the features and benefits.
How long is a postroll on Entrepreneurs on Fire?
Another opportunity for sponsorships is a Postroll, which is typically between 15 – 30 seconds. This is the last call to action your listeners will hear, and on Entrepreneurs on Fire it’s proving to be a call to action that drives results.
How to sponsor a podcast?
Here are some key takeaways: 1 Podcast sponsorship works because the audience and topics are highly targeted. 2 Podcast ads, when done well, are part of the content, as opposed to interruptions. 3 $25 per 1000 downloads is the typical CPM rate for podcast sponsorship – however, there are no set “rules”. 4 The optimal position for an ad in a podcast episode is in the middle. “Pre-rolls” (before the episode starts) are second-best, with the least effective being “Post-roll” (after the episode ends).
What is the key factor in a podcast?
They're a part of it. A key factor here is that the advertiser/product and the show topic/ethos are a good fit for each other. The podcast host must fully endorse what they're selling to their audience. If the host uses your product or service, they can build a short story around it.
Is it better to have a host read message?
Though this is an option, it's far from the best one . In order to fully benefit from the host's relationship with their audience, a host-read message is a lot more likely to cause listeners to take action.
How to find sponsors for podcast?
These three methods are the best, most proactive ways to land deals that work for your podcast's unique stage of growth. 1. Pitch directly to brands.
What is Podcorn sponsorship?
Podcorn is a self-service platform designed to connect all podcasters with thousands of unique sponsorship opportunities. The site's open marketplace model does away with the download-based CPM model allowing podcasts of any size to benefit from quality sponsorships.
What is Buzzsprout affiliate marketplace?
The Buzzsprout Affiliate Marketplace simplifies the process of connecting with sponsors by offering you exclusive partnerships with high-quality brands all within one platform. We think it's the best way to get your start in the sometimes complicated podcast monetization world.
What is a podcast network?
Podcast networks connect podcasters with sponsors and make it easy for advertisers to connect with the right audience. By joining a network, more advertisers see your content and are more likely to approach you with sponsorship opportunities that fit your audience well.
What does CPM mean in podcasts?
CPM stands for "Cost Per Mille," with mille meaning "thousand" in Latin. With a CPM model, companies pay you to insert pre-roll ads, mid-roll ads, and post-roll ads into your episodes. The more downloads a podcast episode receives, the more money the podcast host makes.
What is value based sponsorship?
The value-based sponsorship model is almost identical to the CPM model but for one crucial difference: rather than being paid based on the number of downloads an ad mention receives, the podcast host negotiates a flat rate with the sponsor.
Why are affiliate commissions so high?
Affiliate commissions are relatively high compared to the CPM model because the company knows they are only paying the podcast host after they've generated a profit. Another benefit of being an affiliate is that the podcast host has much more flexibility when deciding how and when to promote the company's product.
