February 23, 2024

How Much Do Podcast Sponsors Pay?

If you're a podcaster, you probably know that it can be difficult to get sponsors for your show. One of the reasons is that it's hard to justify spending advertising dollars on something without knowing how much your audience actually values the content you put out there. Fortunately, there are tools available that allow you to see exactly how much your listeners are worth.

Advertisers typically base their payments on a CPM (cost per thousand impressions) rate. According to ad marketplace AdvertiseCast, the average podcast CPM is $18 for 30-second ads and $25 for 60-second ads. This is the most common way that podcasters monetize their shows, but it's not the only way.

Some advertisers prefer to pay based on how many new customers they obtain. This is known as the CPA model and can be a good way to show that your show is generating actual value for your sponsors.

Other podcasts will offer a more traditional affiliate model where they're paid a percentage of any sales that occur after an ad is heard. This is a great option for businesses that don't want to risk overpaying for ads that don't perform as expected. This type of sponsorship is also commonly used for podcasts that are geared towards a business audience and can be an excellent source of additional income for podcasters. The rates for this type of ad can vary significantly depending on your audience size, location and the quality of your content.

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