Podcast sponsorships are an advertising tool for brands and an effective monetization strategy for podcasters. You have the freedom to choose which brands you want to promote. By partnering with brands you genuinely love, you can monetize your podcast while maintaining an authentic connection with your listeners.
This guide explains how sponsorship partnerships work and everything you need to know to find your first business partner.
How many downloads do you need to get started?
Download requirements vary depending on the brand you’re targeting and the advertising model it uses. Some models work only with an audience of several thousand listeners, while others may be suitable even if you only have a few hundred highly engaged listeners.
Ask yourself these questions before looking for partners:
- Do I regularly get at least 200 downloads per episode?
- Have I worked to build trust with my audience?
- What products or services would provide real value to my listeners?
Pro tip: To grow your audience, target listeners who already listen to podcasts in your niche. Also, be sure to optimize your search engine visibility with our tips on podcast SEO.
4 Ways to Find Sponsors for Your Podcast
The method you use to approach brands depends largely on the size of your audience. Here are the four main ways to contact potential sponsors.
1. Reach out to brands directly
Ideal for: podcasters who don’t want to share their revenue with a network.
Build a network with brands or small and medium-sized businesses and present your project to them directly, in person or online. This approach allows you to stand out from the competition, negotiate a mutually beneficial agreement, avoid network commissions, and maintain full control over your sponsors. However, it requires time, a solid understanding of advertising models, and strong negotiation skills.
2. Join a podcast network
Ideal for: podcasters with 5,000 to 10,000+ downloads per episode.
When you join a podcast network such as Acast or Midroll, the network handles finding sponsors for you, allowing you to focus on creating content. In return, the networks typically take around 30% of your advertising revenue.
3. Use an advertising marketplace
Ideal for: all podcasters, depending on the type of marketplace.
Ad marketplaces connect brands looking to buy ad space with podcasters looking to sell it. Commissions range from 10% to 30%. Here are a few platforms to consider:
Podcorn
Podcorn
uses an affiliate model, making it an excellent option for all
podcasters, regardless of the number of downloads. The self-service platform
connects independent creators with affiliates they can wholeheartedly
recommend. Podcorn charges only a 10% commission.
Gumball
Gumball works similarly to Podcorn but uses a CPM model and charges a higher commission of 20%. Brands filter through podcasts to purchase ad space that is read by the host.
AdvertiseCast
AdvertiseCast is a network with more than 1,500 shows in its catalog. To join the marketplace, you must join the network, which has minimum eligibility requirements.
Acast
Acast is both a network and a marketplace. Brands collaborate with creators to develop unique ads. The base CPM rate is €15 per episode. Podcasters read the ads themselves and place them wherever they choose.
BuySellAds
BuySellAds sells advertising space across multiple channels, including podcast ads read by the host. Contact them at info@buysellads.com to learn about the eligibility requirements .
Podbean Ads Marketplace
With the Podbean marketplace, brands can run pre-recorded ads on podcasts of all sizes. Ads are only run on podcasts hosted by Podbean.
4. Use affiliate marketing
Ideal for: all podcasters; the best option for those with a small audience.
In affiliate marketing, you get paid for each sale made through a unique link, rather than being paid per 1,000 streams. There are no download requir , making this one of the easiest ways to get your first sponsor.
Some of the best affiliate programs for podcasters include:
Podcast Sponsorship Advertising Models
It’s important to fully understand what you’re getting into before entering into an agreement with a brand. Here are the three main pricing models for podcast sponsorship.
The CPM (Cost Per Thousand) Model
Ideal for: podcasters with 10,000+ listeners.
CPM stands for cost per thousand and refers to the amount an advertiser pays for 1,000 ad impressions. Most CPM rates for podcasts range from €20 to €25. For example, with 5,000 downloads per episode, you will earn between €100 and €125. This model is lucrative for popular podcasts but not well-suited for independent podcasters just starting out.
The Affiliate Model (CPA — Cost Per Acquisition)
Ideal for: independent podcasters and new podcasters.
CPA stands for cost per acquisition: you get paid for each sale made through your affiliate link. This model works well with both a small, engaged audience and large podcasts.
Tip: To estimate profitability, assume that 1% of your listeners take action, with a 15% commission rate on a €50 product.
The value-based model (fixed rate)
Ideal for: any podcaster with a highly engaged audience.
In this model, advertisers pay you a fixed amount to promote their product or service. With 200 loyal listeners, you could earn €500 for a single mention, compared to just €4 with a CPM of €20. The engagement of your community is key: a small, highly targeted audience can be worth more than a large, passive audience.
Best Practices for Finding a Podcast Sponsor
Finding a worthwhile sponsorship requires a little preparation. Here’s how to maximize your chances of success.
Prepare a strong pitch
Think about why a brand would want to advertise on your podcast. You can include a media kit in your introductory email, , containing:
- A description of your podcast
- Demographic data about your audience
- A slideshow featuring promotional information and audio clips
- An Explanation of Why Podcast Ads Are Effective
- Your contact information
If you don’t hear back within a week, send a polite follow-up email.
Tip: To better understand your audience’s demographics, check your podcast hosting platform as well as the statistics available on Spotify and Apple Podcasts.
Set your rate
The current industry standards for CPM rates are:
- €18 for 1,000 plays — 30-second pre-roll ad
- €25 for 1,000 plays — 60-second mid-roll ad
Post-roll ads are less common because viewer engagement is lower at the end of an episode. Mid-rolls are the most expensive because viewer engagement is at its peak in the middle of an episode.
Do not exceed 10% advertising time per episode
Dedicating more than 10% of your episode’s total runtime to advertising can be counterproductive. Aim for 30- to 60-second ads for products and services that can truly help your listeners.
Improve Your Marketing Strategy
A successful partnership with a brand often stems from a coherent marketing strategy. Build a strong social media presence and explore other innovative ways to promote your podcast. If you’d like to take your production to the next level, our podcast studio in Brussels will support you every step of the way.
To learn more about monetization, check out our comprehensive guide at on how to monetize your podcast.
FAQ — Podcast Sponsors
How can I find sponsors for my podcast?
You can find sponsors by joining a podcast network, reaching out directly to brands , using an advertising marketplace, or partnering with affiliate programs .
How much do podcast sponsors pay?
The standard CPM rate is €18 for a 30-second pre-roll and €25 for a 60-second mid-roll . Affiliate sponsors typically pay a commission of €15 to €30 per sale made.
How many downloads do sponsors require?
Requirements vary depending on the advertising model. It’s generally not worth it to look for a sponsor if you don’t have at least 200 downloads per episode on a regular basis.
