Podcast sponsorships are an advertising tool for brands and an effective monetization strategy for podcasters. You have the freedom to choose the brands you want to promote. By partnering with brands you genuinely love, you can monetize your podcast while maintaining an authentic link 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 I need to get started?
Download requirements vary according to the brand you’re targeting and the advertising model it uses. Some models only work with an audience of several thousand, while others may be suitable if you only have a few hundred highly engaged listeners.
Ask yourself these questions before looking for partners:
- Am I regularly getting at least 200 downloads per episode?
- Have I built trust with my audience?
- What products or services would bring real value to my listeners?
Pro tip: to develop your audience, target listeners who already listen to podcasts on your topic. And don’t forget to optimize your SEO with our tips on SEO for podcasts.
4 ways to find sponsors for your podcast
The method you use to approach brands largely depends on the size of your audience. Here are the four main ways to contact potential sponsors.
1. Approach brands directly
Ideal for: podcasters who don’t want to share their income with a network.
Network with brands or SMEs and present your project directly to them, in person or online. This method allows you to stand out from the competition, negotiate a mutually beneficial agreement, avoid network commissions and keep full control over your sponsors. It does, however, require time, a good understanding of advertising models and solid negotiating 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, it takes care of finding sponsors for you, allowing you to concentrate on content creation. In return, the networks generally take around 30% of your advertising revenues.
3. Use an advertising marketplace
Ideal for: all podcasters, depending on the type of marketplace.
Advertising marketplaces connect brands wishing to buy advertising space with podcasters wishing to sell it. Commissions range from 10% to 30%. Here are a few platforms to consider:
Podcorn
Podcorn
uses the 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 whom they can sincerely
recommend. Podcorn takes only 10% commission.
Gumball
Gumball works similarly to Podcorn but uses a CPM model and takes a higher commission of 20%. Brands filter podcasts to buy advertising space read by the host.
AdvertiseCast
AdvertiseCast is a network with over 1,500 programs in its catalog. To join the marketplace, you must be a member of the network, which applies minimum eligibility conditions.
Acast
Acast is both a network and a marketplace. Brands collaborate with designers to create unique ads. The basic CPM rate is €15 per episode. Podcasters read the ads themselves and place them wherever they like.
BuySellAds
BuySellAds sells advertising space across multiple channels, including podcast ads read by the host. Contact them at info@buysellads.com for eligibility requirements.
Podbean Ads Marketplace
With the Podbean marketplace, brands can run pre-recorded ads on podcasts of all sizes. Ads are only shown on podcasts hosted by Podbean.
4. Using affiliate marketing
Ideal for: all podcasters, best option for those with a small audience.
In affiliate marketing, you’re paid for every sale you make via a single link, rather than being paid per 1,000 listens. There are no download requirements, making it one of the easiest ways to get your first sponsor.
Among the best affiliations for podcasters :
Podcast sponsorship advertising models
It’s important to understand what you’re getting into before signing a deal with a brand. Here are the three main pricing models for podcast sponsorship.
The CPM (Cost-Per-Mile) 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 advertising listens. Most CPM rates for podcasts are between €20 and €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 suitable for freelance podcasters just starting out.
The affiliate model (CPA – Cost Per Acquisition)
Ideal for: freelance podcasters and new podcasters.
CPA stands for cost-per-acquisition: you’re paid for every sale made thanks to your affiliate link. This model works well with small, committed audiences as well as with 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 with just €4 with a CPM of €20. Engaging 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 sponsorship worthwhile requires a minimum of preparation. Here’s how to maximize your chances of success.
Prepare a quality pitch
Think about why a brand would want to advertise on your podcast. You can include a media kit in your introductory e-mail, containing :
- A description of your podcast
- Audience demographics
- A slideshow of promotional information and audio extracts
- An explanation of the effectiveness of podcast advertising
- Your contact details
If you don’t get a response after a week, send a polite follow-up e-mail.
Tip: to find out more about your audience’s demographics, consult your podcast hosting platform as well as the statistics available on Spotify and Apple Podcasts.
Define your rate
Current industry standards for CPM rates are :
- 18 per 1,000 listens – 30-second pre-roll advert
- 25 per 1,000 listens – 60-second mid-roll advert
Post-roll ads are less common, as engagement is lower at the end of the episode. Mid-rolls are the most expensive because commitment is at its highest in the middle of an episode.
Do not exceed 10% advertising time per episode
Devoting more than 10% of your total episode time to advertising can be counterproductive. Aim for 30-60 second ads for products and services that can really help your listeners.
Improve your marketing strategy
A good brand deal often stems from a coherent marketing strategy. Develop a strong presence on social networks and explore other innovative ways of promoting your podcast. If you’re looking to professionalize your production, our podcast studio in Brussels can help you from A to Z.
To find out more about monetization, check out our complete guide at 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, canvassing brands directly , using an advertising marketplace, or joining 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 generally pay a commission of €15 to €30 per sale.
How many downloads do sponsors require?
Requirements vary according to the advertising model. It’s generally not worth looking for a sponsor if you don’t have at least 200 downloads per episode on a regular basis.
