Getting Podcast Sponsorships: A Realistic Guide
Podcast sponsorships can turn your passion into income. Here's a realistic guide to podcast advertising.
How Sponsors Pay
CPM (Cost Per Mille/Thousand)
- You're paid per 1,000 downloads
- Industry average: $18-25 for host-read ads
Flat Rate
- Fixed amount per episode
- Simpler to understand
- Good for smaller shows
Affiliate/Performance
- Commission on sales
- Can exceed CPM if audience converts well
When You're Ready for Sponsors
Minimum thresholds vary:
- Podcast networks: Often 5,000+ downloads/episode
- Direct sponsors: 1,000+ downloads can work
- Affiliate programs: Any size can participate
Audience quality matters more than size. A 2,000-download show with the perfect audience may be more valuable than a 10,000-download general show.
Finding Sponsors
- Podcast Networks: They handle ad sales (take 20-40%)
- Sponsor Marketplaces: Podcorn, Gumball, AdvertiseCast
- Direct Outreach: Contact brands yourself
- Inbound: As you grow, sponsors find you
Your Sponsorship Rate
Basic formula: (Downloads per episode × CPM) ÷ 1000 = Rate per ad spot Example: 3,000 downloads × $20 CPM = $60 per ad spot