How To Get Podcast Sponsors? (The answer is found)

How to Get Sponsors for Your Podcast

  1. Understand How it Works. A podcast sponsorship is basically a deal between you and a brand or service where you help sell their products and increase awareness of their brand.
  2. Pricing.
  3. Find Prospective Sponsors.
  4. Create a Presentation.
  5. Email Your Prospective Sponsor.
  6. Send a Follow-Up Email.

How to host a great podcast?

  • 1. Do Your Homework. If you want to know how to host a podcast,this is the most important tip. You just can’t host a great episode without a decent
  • 2. Minimize the Awkward Robot Talk.
  • 3. Let Your Guest Shine.
  • 4. Work in Sponsors with Ease and Humility.
  • Step 5: Ask for Feedback.

How much does it cost to sponsor a podcast?

Prices for podcast sponsorships are typically based on the number of average downloads. Sponsors pay on a cost per mille (CPM) basis. Rates range from $18 to $50 CPM, though podcasts like This American Life or HowStuffWorks with millions of listeners can pull in a lot more.

How many podcast listeners do you need to get sponsors?

Sponsorship type It can be CPM, value-based, or affiliate. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views.

Do you need sponsors for a podcast?

Podcast sponsors can help you monetize your show and turn your podcast business into a scalable, profitable venture in the long run. Although sponsorships are great, try to limit your ads to no more than two per show. Too many may frustrate your audience and encourage them to turn off.

How do podcast sponsors work?

Many sponsors will pay based on how many downloads your podcast gets, usually in increments of 1000. The amount of money that an advertiser will pay you per 1000 downloads is known as the CPM (cost per mille.) Other companies will pay based entirely on how many sales your podcast can generate for them.

How do you negotiate a podcast sponsor?

When negotiating with your sponsor, there should be an indication about what spots you will be filling with their product or service. A good rule of thumb is to limit the advertisements in your podcast to 2 per episode. Having more than 2 per episode can be a surefire way to lose listeners.

What does a sponsor get in return?

Sponsors offer funding or products and services to support events, trade shows, teams, nonprofits, or organizations. In exchange, you get business exposure and a chance to connect with new customers.

How do I find a sponsor?

How to Get Sponsors for an Event: Our 9 Step Guide

  1. Define the fundamentals of your event.
  2. Dig into why companies want to sponsor events.
  3. Define the sponsorship criteria.
  4. Research companies that have sponsored similar events.
  5. Use an online marketplace to find potential sponsors.

Do Spotify podcasts get paid?

Music streaming app Spotify said on Tuesday it has launched a podcast subscription model just a week after Apple rolled out a subscription-based podcast service. The move will allow podcast producers on Spotify to monetise from their shows at no cost for the first two years.

Can you make money out of a podcast?

Podcast hosts can earn money through affiliate marketing, donations and selling their own merchandise. Podcasting is not a get-rich-quick scheme. Making money from the medium takes time. You need to build a loyal, engaged following willing to buy what you’re selling, literally and figuratively.

How do I get advertisers for my podcast?

There are three ways that you can run your sponsorships: (1) By finding the advertisers through your podcast host, (2) By selling the ad spots yourself, or (3) Waiting for advertisers to come to you. Podcasts hosts such as Libsyn and Blubbry often contact shows hosted on their service with advertising opportunities.

How do you monetize a podcast?

How To Monetize A Podcast Directly

  1. Ask for donations. The simplest way to monetize a podcast is to ask people for money.
  2. Create paid membership tiers.
  3. Sell sponsorships or ads.
  4. Join an advertising network.
  5. Sell premium episodes.
  6. Gate your back catalog.
  7. Sell repurposed content.
  8. Syndicate your show to YouTube.

How much do podcast ads cost?

‍CPM is a fixed rate for every 1,000 listens of the podcast episode. For example, if an episode gets 10,000 listeners and the ad rate is $20 for every 1000 listeners, you’ll pay $200 for your ad.

How many podcast downloads Do you need to get ads?

From the trendiest startups, to cool brands, we work with businesses in all verticals and provide a constant flow of advertising opportunities. Simply add your podcast to our platform and start unlocking your revenue potential. Minimum 5,000 downloads per podcast episode required to join.

How much do sponsors pay for YouTubers?

Sponsors pay anywhere between $0.035 to $0.15 per view to YouTubers for sponsored video content on the platform.

How to Get (and Where to Find) Podcast Sponsors

Whether you began your podcast as a pastime or as a business endeavor, it feels quite nice to be able to start getting compensated for your work. For starters, you may earn a few dollars here and there for lunch, perhaps enough to get a new microphone if you have a smaller podcast audience. Alternatively, if you’ve been building an audience and have reached critical mass, obtaining the perfect sponsor may allow you to quit your day job and devote all of your time to your side-hustle podcast. You don’t have to be one of the top 100 podcasts in the world in order to get lucrative sponsorship arrangements.

The rise of podcasting Considering the following if you’re utilizing your podcast as a marketing tool for your company and a method to establish yourself as a thought-leader in your sector (as many of our clients do), take into consideration: It is possible that you will not require any external sponsors since you will be producing leads for your company and so will not require any.

There may come a moment where, regardless of your initial intentions, your podcast is expanding at an incredible rate and the benefits of partnering with brands exceed any potential drawbacks, no matter how you look at it.

This figure had risen to 39 percent at the end of the year 2019.

When it comes to obtaining your share of the pie, you must be strategic.

Listeners put their faith in their favorite shows to select high-quality sponsors.

Podcast listeners express gratitude to sponsors for their support of their favorite shows, with sixty percent expressing appreciation for podcast sponsors and forty-four percent expressing a more positive opinion of firms that advertise on podcasts.

4 things to know before you get podcast sponsors

Before they start writing checks, any seasoned advertising are going to have a few questions for you. It is critical to have these responses prepared since the following is what sponsors want to know:

1. What’s your pitch?

Simply simply, why should a brand partner with you in order to advertise? Having a media kit may assist you in answering all of the often asked questions that they may have, as well as promoting the notion of podcast advertising in general. Some businesses will be familiar with podcast advertisements, while others will not. As you begin to understand what the sources of friction are, you may make adjustments to your media kit as needed.

If you’re looking to present your podcast to marketers and listeners alike, a podcast trailer is a wonderful way to do it. You could even create a second unlisted version that is only for advertisers to give your pitch that extra personal touch.

2. What are the demographics of your audience?

Who is it that is listening to your podcast? What kind of people make up your target audience? Are they primarily stay-at-home parents in their late thirties or college-educated folks from Chicago who enjoy basketball? Is it single women with incomes in excess of $80,000 a year, or youngsters who live at home with their parents? Knowing this will be quite beneficial in selecting how to obtain sponsors for your podcast episode. As a result of your content creation, you may have a very good notion of who your target audience is, at the very least.

The basic information provided by your podcast hosting platform is sufficient, but we recommend checking your Spotify analytics dashboard for slightly more detailed demographics, or conducting a listener survey (perhaps with a giveaway as an incentive) to gain a more complete understanding of who your listeners really are.

3. What’s your advertising rate?

No matter how thrilling it is to think about the possibility of earning anything at all from your podcast, you should never undervalue your work. Always keep in mind that podcast advertising is an amazing opportunity for businesses, and you’ve already done the hard work of assembling a following for yourself. What you’re offering is quite beneficial. If you want to attract sponsors for your podcast episodes, you’ll need to let them know how much they’ll be expected to pay up front. CPM (cost per thousand impressions) is the most used unit of measurement (more on that in a second).

Providing you can demonstrate that you have an audience of 500 CEOs, you have a value offer that you can effectively market and sell to them.

4. What is your inventory?

Podcast advertisements are frequently divided into three categories: pre-roll, mid-roll, and post-roll. It’s a format that everyone is familiar with. The mid-roll is the most beneficial since listeners are already invested in the podcast at that time, but the post-roll is frequently less valuable because fewer people are going to listen until the very end, and those who do may just switch off the episode as the end-roll advertisements begin. Pre-roll advertisements are often the shortest in order to keep listeners engaged.

This often refers to host-read advertisements, but it might also refer to an episode of a business podcast in which the founder of one of their sponsors is interviewed.

Types of sponsorship deals

Many sponsors will pay you based on the number of downloads your podcast receives, which is normally in increments of 1000 downloads. The cost per thousand downloads (CPM) is the amount of money that an advertising will pay you for each 1000 downloads (cost per mille.) The cost per thousand impressions (CPM) for particularly low-quality advertising options, such as spamming pop-ups on shady websites, can be as low as one cent. Fortunately, podcasts are increasingly being recognized as extremely significant advertising options, with cost per thousand impressions (CPMs) reaching as high as $40 or even $50.

  • Other firms will compensate you only on the basis of how many sales your podcast is able to create for them.
  • In this case, your listeners will either click on a link or input a referral code while completing an order with the firm, which is more like a regular affiliate relationship.
  • As the podcast’s host, you’re responsible for advertising them to your audience, and you only get paid when purchases are made as a result of those promotions.
  • Is it really your fault?

Regardless, the advertiser’s brand is becoming more well-known. These kind of agreements are often far simpler to come by for podcasters, and for good reason: they are typically not as lucrative as CPM deals, which are more common.

Who advertises on podcasts?

Any listener of medium to big podcasts would undoubtedly have heard of Squarespace, Me Undies, ZipRecruiter, and a number of other firms that have experienced explosive growth as a result of savvy advertising partnerships with podcasts. Many successful marketers have developed huge brands via the use of podcast advertising, but the concept is still new to many businesses of all kinds. This creates an uncomfortable middle ground between obtaining the major brand agreements and trying to convince smaller firms that podcast advertisements are a worthy investment of time and resources.

Indeed, it is not a difficult sell, and there are several resources for discovering amazing small-to-midsize firms without having to take the affiliate way and devalue your audience for lower-tier deals with no assured revenue.

However, how do you go about finding firms to pitch in the first place?

You have alternatives in both of these situations.

Finding businesses that advertise in similar places

Does your sector have “competition” podcasts, or do podcasts that are thematically close to yours have brand partners? If so, who are they? If yes, who is the organization’s sponsor? That is an excellent beginning place. Because they’ll already be familiar with your podcast and know what to anticipate, you may reach out to anyone who purchases advertisements on comparable podcasts to yours. Other options include creating a list of keywords that are related to your industry and entering them into Google.

However, you do know that they have a budget and are ready to advertise online, so that’s a solid start in terms of becoming podcast advertisers.

This beautifully sets us up for the following step in the process.

Networking (online and in-person)

Attending business events is the first step in developing your network. You’ll get the opportunity to meet and network with the very individuals who are advertising in your business at these gatherings. In order to obtain exposure for their brand, they have come to the event, and you have exposure that you can provide them. It’s a match made in heaven, as they say.

If attending trade events and conferences isn’t an option for you at this time, you may still network by connecting with others online. Starting with Facebook and Linkedin groups, as well as any related forums or other online communities, is an excellent way to get started.

Podcast advertising marketplaces

Podcast sponsor markets might be an excellent location to find marketers that are willing to pay. In order to compete for advertising money, podcasters can put themselves in markets where they can compete with other podcasters. Simply submitting your podcast and providing basic information about your listenership and podcast in general (thank goodness you had all of stuff prepared before getting started!) is all that is required. Here are a few to have a look at:

  • Podcorn
  • Gumball
  • AdvertiseCast
  • ACast
  • Anchor Sponsorships
  • BuySellAds
  • Knit
  • Podbean

Your podcast will be displayed in the marketplace among hundreds or thousands of other podcasts of varying sizes when you have completed the profile. It is at this point that having a clear presentation and the ability to stand out with a distinct value proposition will be quite beneficial in attracting advertising buyers. If you’re looking for businesses to advertise with you on your own, it may be helpful to direct them to your marketplace listings, but only in certain circumstances. Let’s look at it a little more closely, shall we?

Marketplaces vs. going direct

When deciding whether to discover your own advertising directly or to connect with them through a marketplace such as the ones we’ve described above, there are several advantages and disadvantages to consider. The first thing to remember is that these marketplaces may provide you with a significant amount of exposure to marketers. These marketplaces receive a commission on any ad sales that are generated as a result of their efforts. For AdvertiseCast, the commission is 30 percent of the total amount earned.

Being able to drive sponsors to a marketplace can help them better understand the value you’re delivering and feel more comfortable with your pitch, which is especially important if podcast advertisements are a new option for them to explore.

Having your product or service advertised in a flourishing marketplace with excellent advertising is probably well worth giving up a third of your income.

However, if you want to completely eliminate the selling part of recruiting sponsors, you should leave it to specialized agencies:

Podcast advertising networks

Using programmatic advertisements to automate the ad purchasing and selling process, podcast ad networks like as Midroll, Art19, Acast, and others have been able to grow their operations significantly. Because of the automated nature of programmatic advertising, you may find yourself losing some editorial control. If you want to handpick all of your sponsors and set your own conditions, a network may not be the ideal option for you. Despite the fact that these networks provide a crucial service, they are not doing so out of the goodness of their hearts.

It’s true that they make a significant amount of money by linking sponsors with podcasters, but they’re also capable of opening doors to marketers that you would not have been able to contact on your own.

Monetizing your podcast without sponsors

You may make money as a podcaster in a variety of ways other than via sponsorships. There are a variety of options.

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What’s next?

If you’ve read thus far, you should have a better knowledge of how you may obtain sponsors for podcast episodes. Now is the time to take your podcast and monetize it! Being able to close your first sale is a great confidence booster. “How can I attract sponsors for my podcast?” is a question we’ve received numerous times from clients. The key to obtaining podcast sponsorships is not just understanding how to obtain them, but also knowing how to obtain high-quality sponsorships that your audience will like, as well as how to negotiate the most favorable conditions.

Sponsors will be happy to get on board if you provide a fantastic program with a loyal and expanding audience, and if you do an excellent job of crafting your sponsorship messaging, advertisers will be quick to jump on board and see a significant return on their investment.

Get started now!

You haven’t begun your podcast yet, have you?

How to Get Podcast Sponsors [2021]

Podcast sponsorships are a potent promotional tool for businesses, as well as a profitable monetization strategy for podcasters and content creators. While sponsorships aren’t the only option to make money from your podcast, they are an efficient way to do it for the following reasons:

  • They have the potential to generate leads for your company
  • They can concentrate on a single crucial topic
  • And they allow you to maintain a real relationship with your podcast listeners.

Podcast sponsorships are explained in detail in this article, as well as all you need to know about partnering with your very first sponsor.

How many downloads do you need to start?

The number of downloads required varies depending on the brand you’re pitching to and the ad plan they employ. Some advertising models are ineffective unless you have a large audience of thousands of people, whereas others are effective even with a small audience of a few hundred devoted listeners. Before you start looking for brand partners, ask yourself the following questions:

  • Is it constant that I receive at least 200 downloads for each episode? Have I made an effort to earn the trust of my audience? What items or services would be of benefit to my audience if they were available

4 Ways to find podcast sponsors

The manner in which you pitch to brands is heavily influenced by the number of listeners you have. The following are the four most effective methods of reaching out to potential sponsors.

1. Pitch directly to brands

That it’s best for: Podcasters who don’t want to share their earnings with a distribution network. Make connections with companies or small businesses and present your concept to them directly, whether in person or over the internet. This strategy aids you in standing out from the competition, negotiating a mutually advantageous arrangement, avoiding network splits, and maintaining total control over the sponsors you choose to work with. Pitching to businesses on your own is time-consuming and requires a thorough awareness of the various advertising formats as well as strong bargaining abilities.

2. Join a podcast network

Podcasters with an average of 5,000-10,000 downloads each episode are the best candidates. When you join a podcast network (such as Midroll, Acast, or another similar service), they will handle all of the effort of obtaining sponsors for you, allowing you to concentrate on generating content.

Due to the fact that networks take a share of your ad income (which is often about 30%), you won’t make much money until you have a huge viewership.

3. Use a podcast ad marketplace

Podcasters with an average of 5,000-10,000 downloads each episode will benefit the most from this. Whenever you join a podcast network (such as Midroll, Acast, or another similar service), they will handle everything related to recruiting sponsors, allowing you to concentrate on producing content. The problem is that networks demand a percentage of the advertising income they generate, so you won’t make much money unless you have a huge following.


It is an advertising marketplace that operates on the affiliate model, making it an excellent choice for all podcasters, regardless of the amount of downloads they have received to far. Using an affiliate marketplace to begin monetizing your podcast during the early phases of its development is a terrific idea. Their self-service platform for podcast sponsorships assists independent artists in matching up with affiliates that they can legitimately endorse through their self-service platform. It also allows you to keep more of your income by just taking a 10% share of your advertising revenue.

Buzzsprout Affiliate Marketplace

No matter how many listeners you have, if you host your podcast with Buzzsprout, you can take use of the Affiliate Marketplace to connect with pre-vetted businesses. Any Buzzsprout podcaster who wants to work with these businesses may sign up as an affiliate and make money in cash while keeping 100 percent of their revenue. Browse the marketplace for brands that you believe will resonate most with your target audience, and then complete the affiliate application form. You should receive a response within a few of days after sending your message.


Gumball’s marketplace operates in a similar manner as Podcorn, except it employs a CPM model and takes a larger portion of the earnings generated by users. Brands use filters to identify podcasts from which they would like to purchase host-read ad space. 20% of the profits are taken by the online marketplace.

AdvertiseCast’s Podcast Advertising Marketplace

AdvertiseCast is a podcast network that now has over 1500 programmes in its library of content. To be able to participate in their marketplace, you must first be a member of the network itself, which has certain levels of influence criteria. You can get in touch with the team to find out if your podcast satisfies the qualifications to be considered for membership.


Acast is a podcast network that also serves as an advertising marketplace. Brands may partner with producers on the network to develop one-of-a-kind advertisements that are targeted to their target market. Podcasters read the advertisements for themselves and then position them anywhere they want inside the program they are producing. Anchor’s cost per thousand impressions (CPM) is $15 each episode.

Anchor Sponsorships

If you choose Anchor to host your podcast, you will have access to Anchor Sponsorships, which will assist you in matching your show with relevant advertisers. You may add sponsored messages to your back library, which means you’ll get paid once you get 1,000 listens, even if the episode is several years old.


This website provides advertising space to businesses across a variety of platforms, including host-read podcast advertisements.

Please contact for further information on the prerequisites to join.

Podbean Ads Marketplace

With the help of Podbean’s marketplace, marketers may broadcast pre-recorded advertisements on podcasts, whether they are large or tiny. Ads are only played on podcasts that are hosted by Podbean.

4. Use affiliate marketing

Greatest suited for: Any podcaster; the best choice for those with a tiny following. In affiliate marketing, you get compensated a percentage of each sale made through a unique link rather than being compensated per 1,000 listens. There are no download requirements to get started with affiliate marketing, and it is one of the quickest and most straightforward ways to get your first customer. The following are some of the most popular affiliates for podcasters:

  • Amazon Associates, Audible, Skillshare, Buzzsprout, and BarkBox are examples of affiliate programs.

Types of podcast sponsorship ad models

Before signing a contract with a company, it’s crucial to understand what you’re getting yourself into. The three most important KPIs in podcast advertising are as follows:

CPM model

Podcasters with a following of 10,000 or more listeners are the best candidates. In advertising, CPM is an abbreviation for “cost per mille,” and it refers to the amount of money that an advertiser pays a podcaster for every 1000 times that their ad is heard. The majority of podcast CPM prices are between $20 and $25, which means that if you had 5,000 downloads every episode, you’d earn between $100 and 125 dollars. Despite the fact that this commercial strategy is profitable for big podcasts, it is not profitable for the vast majority of independent podcasters.

Affiliate model (CPA)

Independent podcasters and fresh podcasters are the best candidates. CPA is an abbreviation for “cost per acquisition,” which means that podcasters get reimbursed for every transaction that occurs through an affiliate link. The affiliate model is effective for podcasters who have a small but engaged audience, as well as for those who have a bigger following. Tip: To determine whether or not this model is beneficial for you, imagine that 1 percent of your listeners click on your ad and that you receive a 15 percent commission on a $50 product or service.

Value-based model

Best suited for: Any podcaster with a large and active audience. Advertisers pay you a set charge to promote their product or service on your podcast, which is known as the flat rate ad model. In the event that 200 people listen to your podcast, you might possibly earn $500 for a single product mention, as opposed to $4 if you were to use a CPM rate of $20. The secret to this strategy is right there in the name: it is about adding value to brands. Even if you don’t have a large number of listeners, if you have a few hundred of the correct sort, businesses will pay attention to you.

Best practices

Finding a sponsorship that is worthwhile of your time requires some effort on your part up front. Here are a few suggestions on how you might improve your chances of success.

Have a quality pitch

Determine why a company might be interested in advertising on your podcast. When you send out your pitch email, you can include a media kit that contains items such as:

  • A description of your podcast
  • Demographics of your target audience
  • A slide presentation including promotional information and video clips
  • A description of why podcast advertisements are successful, as well as your contact information

In the event that you do not receive a response to your initial email within a week, try sending a courteous follow-up email.

As a tip, you may learn more about the demographics of your listeners by using your podcast hosting platform and particular directories like as Spotify or Apple Podcasts.

Set your rate

The following are the current industry norms for CPM rates:

  • The cost of a 30-second pre-roll ad is $18 per 1,000 listens, while the cost of a 60-second mid-roll ad spot is $25 per 1,000 listens.

Post-roll advertisements are less frequent among marketers since there is less interaction at the end of podcast episodes at the end of the show. Mid-roll advertisements are the most expensive since listener engagement is at its maximum towards the middle of an episode.

Don’t exceed 10% ad time per episode

If you read advertisements for more than 10% of the entire episode duration of your podcast, it may backfire. Make an effort to incorporate 30-60 second advertisements for items and services that might be of assistance to your listeners.

Improve your marketing

Sometimes a good deal with a brand is just the result of a brand’s marketing approach being consistent. Consider developing a strong social media presence, as well as learning about other inventive ways to sell your podcast.

Alban Brooke

Buzzsprout’s Head of Marketing, Alban Brooke, is also a co-host of the popularBuzzcast podcast. Do you have any questions or comments regarding this guide? Get in touch with us on Twitter.


What is the best way to find sponsors for my podcast? It is possible to obtain sponsorships via joining a podcast network, pitching directly to corporations, using a podcast advertising marketplace, or collaborating with affiliate programs. What is the average amount that sponsors spend for podcasts? In the podcasting business, the usual cost per thousand impressions (CPM) for a 30-second pre-roll ad is $18 and for a 60-second mid-roll ad is $25. Affiliate sponsors often pay podcasters a commission of $15-$30 for each sale that they refer to their website.

The number of downloads required varies depending on the ad model employed by the brand, network, or marketplace.

How To Get Podcast Sponsors That Your Audience Won’t Hate

You’ve chosen to sell advertisements on your podcast in order to monetize it. You must now learn how to obtain podcast sponsorships in order to succeed. Obtaining sponsorships for your podcast is one of the most popular and successful methods to generate cash from your show. In part, this is due to the fact that podcast advertising is a personal medium in which listeners create deep ties with the hosts. Almost two-thirds of podcast listeners take action as a result of the advertisements they hear during audio episodes.

The process of getting podcast sponsors is straightforward, but identifying the correct ones may be time-consuming, which is why so many presenters are unsure of how to obtain podcast sponsors.

Before we go into how to obtain podcast sponsors, let’s take a look at what sponsorship is and how it works.

Fill out the form to the right to learn more and talk with a member of our staff.

How Podcast Sponsorship Works

The cost of podcast sponsorships is often determined by the number of average downloads each episode. Cost per mille (CPM) is the method through which sponsors are compensated. Rates range from $18 to $50 per thousand impressions (CPM), while popular podcasts like This American Life and HowStuffWorks, which have millions of listeners, may earn far more. Sponsors also prefer to track their cost per acquisition (CPA) in order to determine the true worth of their advertisement. Sales, signups, and downloads that they receive as a consequence of your advertisement are represented by this metric.

Depending on the circumstances, sponsors may give you a referral commission for each client or user you assist them in acquiring.

The majority of podcasts obtain their initial advertisers in this manner.

It should be shared on Facebook or other social media platforms.

Types Of Podcast Advertisements

Ads are often priced differently based on where they are placed within your podcast episode. In most cases, sponsor adverts are put in one of three key sections. The several forms of podcast advertising available through ConvertKit, as well as their typical CPMs.

Pre-roll and post-roll ads

Pre-roll advertisements appear before the podcast begins, and post-roll advertisements appear after the audio program has concluded. Pre-roll and post-roll advertisements are typically 15-30 seconds in length and are pretty easy in nature. “Acme Tools is the sponsor of this podcast. Take a look at their line of.” The typical cost per thousand impressions (CPM) for these ad spots ranges between $15 and $20.

Mid-roll ads

Mid-roll advertisements are aired during the podcast, interspersing the episode’s content with messages from sponsors. Mid-roll advertisements are typically more free-form in nature. Occasionally, the sponsor will provide you with a script that you are expected to read word by word. In other circumstances, they’ll provide you with a list of topics to speak about. If the sponsor allows us some wiggle room, rotate the advertisement throughout each episode to avoid training listeners to tune it out.

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Due to the fact that they’re in listening mode, they’re less inclined to jump forward or close the episode due to an ad.

How Much Can You Earn From Podcast Sponsors?

You’ll want your sponsors to pay for a mid-roll advertisement as well as either a pre-roll advertisement or a post-roll advertisement. Some employers may reimburse you for all three, but it is best to mention them twice for the greatest results. If you’re having difficulties finding a sponsor, consider providing a free plug in exchange for their support. Take, for example, a sponsor that wants a mid-roll ad at $20 CPM and a post-roll ad at $15 CPM on your video. There is a fee of $35 per thousand listeners per episode in this case.

If an episode has 20,000 views, you will be compensated $1,500 for that particular episode.

Check out thePodcast Sponsorship Calculator to find out how much your audience is worth to advertisers. This website will assist you in determining what CPM to charge advertising based on their traffic volume.

How To Secure Podcast Sponsors

At the start of your show’s run, you’ll have to be active in your search for sponsors to make it successful. Once you become well-known, though, sponsors will approach you and you will have some bargaining power. Follow these five steps to begin obtaining the advertising of your dreams.

Step 1: Consider your niche

Finding sponsors that are a good fit for your specialty is the most critical component of getting sponsorship. If your advertisements are completely unrelated to your target audience, they will become bored and dissatisfied. Furthermore, you want your advertisement to be tailored to your target demographic in order for the sponsors to benefit as well. As a result, they’ll continue to advertise throughout your performance, and you’ll be able to boost your fees over time. As a result, your first step should be to consider your ideal listener.

  1. Make a mental note of everything about this individual, including their likes, dislikes, preferences, difficulties, needs, and so on.
  2. Unless you know who is listening to your podcast, you will almost certainly wind up with sponsors that they despise.
  3. An example of a user persona template that may be used to determine the preferences and demographic information of your listeners.
  4. After all, those who listen to podcasts do so because they want something, which is either knowledge or amusement.
  5. In some cases, you may discover that all of your listeners do not fall into the same category, and you may need to create various personas to represent different types of listeners.
  6. Keep your character paper near at hand so that you may make additions to it as you gain new knowledge.

Step 2: Search for potential sponsors

You now know who your listeners are, what they love listening to, and what they dislike listening to. It is time to look for possible sponsors that are a fit. What resources do you have for locating possible sponsors?

  • Examine the advertisements on websites and blogs in your niche
  • Examine the advertisements of firms that advertise in industry periodicals. Businesses that purchase sponsored advertisements on social media should be scrutinized. Check your online community/group for any brand reps that may have posted there. Search for frequent terms in your industry on Google and look at the sponsored spots that appear
  • Inquire of your audience about the types of things they enjoy and use frequently

If you are interested in obtaining sponsors, one simple method is to listen to other podcasts in your industry and approach the firms who sponsor them. Given that they’re currently spending money to attract that particular category of listeners, they could be open to your proposition. Even if those businesses decline your offer to advertise with them, you will have a better understanding of the kind of businesses to approach in the future. Consider the following scenario: you are the host of a personal finance podcast.

If they’re sponsored by a budgeting software tool, for example, you can consider approaching a different budgeting software product.

Over time, especially if you participate in any podcast community, you’ll discover where the greatest areas to get sponsors are to look.

Join the Facebook group Podcast Hackers, which is run by Castos. It’s a network created to assist podcasters in their quest to make a successful program on the internet.

Five more tips to find the right sponsors

To locate sponsors, one simple method is to tune in to other podcasts in your niche and contact the firms who sponsor them directly, as described above. Your proposal may be accepted since they are currently paying to target that particular group of listeners. At the very least, you’ll have a better understanding of the kind of businesses to contact if those firms don’t want to advertise with you. Consider the following scenario: you operate a personal finance podcast. Investigate the sponsoring organization of a competitive podcast.

You would want to notify the potential sponsor in your proposal (more on this in a minute) that their competition sponsors podcasts, and that they should do the same as well.

Join the Facebook group Podcast Hackers, which is run by Castos himself!

1. Don’t rule out the little guys

If you are interested in obtaining sponsors, one simple method is to listen to other podcasts in your field and contact the firms who sponsor them. They’re currently spending money to attract that particular category of listeners, so they could be open to your suggestion. Even if those businesses decline your offer to advertise with them, you will have a better understanding of the kind of businesses to approach in the future. Consider the case in which you are the host of a personal finance podcast.

It’s possible to approach them differently if they’re sponsored by a budgeting software product, for example.

Over time, you’ll learn about the best locations to get sponsors, especially if you participate in any podcast community.

It’s a network created to assist podcasters in their quest to make a successful program on the web.

2. Don’t be too picky about price

Naturally, you want to generate as much money as possible from your advertisements, but don’t choose sponsors only on the basis of income. Prioritize the advertisements that are most relevant to your target demographic in order to encourage more of your listeners to interact with them. It’s preferable to give up a few cash in order to receive advertisements that your listeners would love.

3. Choose sponsors who don’t bore you

If advertising a sponsor will tire you because you don’t care about the product, it will boring your listeners as well, because they will not care about the product either. You are not have to be over over heels in love with your sponsor, but you should be at least a little enthusiastic about working with them.

4. Stick to companies you respect

Your listeners will be able to tell immediately away if you are not really enthusiastic about a product or service.

Before you advocate something, make certain that you truly believe in it and are willing to put your reputation on the line for it. If you aren’t sure whether or not a product or service is worthwhile, ask for a sample from the sponsor so that you can learn more.

5. Keep an open mind

There is no one, foolproof method for locating sponsors. Some sponsors have well defined plans that you must adhere to. Others, on the other hand, are more adaptable. Don’t be afraid to get inventive and search in unexpected areas while you’re on the quest for sponsors. Make a pitch to potential sponsors who have not previously advertised.

6. Consider a proof-of-concept sponsor

You may have difficulty obtaining paying sponsors if you do not have a track record of success, especially if they want a precise estimate of how much traffic you will provide to their website and how effectively that traffic will convert. Consider collaborating with a brand for free for a limited period of time as a proof-of-concept exercise. Include a call-to-action to visit their website with a specific link (that you can track) or with a coupon code at the start, middle, and finish of each episode of your podcast.

You’ll be able to say things like “We generated $X in revenue for our sponsor” or “We directed X website traffic to our sponsor.” This type of information will be useful to you in the future when seeking sponsorship.

Step 3: Create your sponsorship proposal

Astound potential sponsors with a proposal that demonstrates your individuality as well as your level of professionalism. Create a slide deck with your pitch information so that sponsors may easily flip through it for the greatest outcomes. The following elements should be included in your proposal deck:

  • You should have a title and logo for your podcast. A synopsis of the topic of your podcast. Include the duration of each episode, the topic matter, the format, and any well-known guests you’ve had on the show or interviews you’ve performed. Photos and biographies of you, the hosts, and everyone else who was engaged in the production
  • Information about your listeners, such as demographics and download numbers, as well as any evidence you have that your listeners are enthusiastic about your program
  • Rates and cooperation concepts that have been proposed. Make it apparent that you’re open to hearing their thoughts as well. Please include your contact information.

You’ll find a few slides from the Spirits Podcast’s slide deck embedded below. This is the pitch deck that Spirit Podcast used to recruit new sponsors for their program. When you create your initial proposal slide deck, save a “master” version of it to use as a template for future proposals. Then, if you send it out to a new sponsor, you may make changes to the template. Make use of unique language and images in your deck to establish a connection with a prospective sponsor. Consider the following scenario: you are the host of a computer-related podcast.

However, when reaching out to potential sponsors that sell Mac items, include photographs of Macs in your outreach.

In order to select a sponsor that your followers would accept, you must first identify one that shares your personality and vision with them.

Step 4: Send your pitch

Once your proposal is complete, it’s time to send it out to the people on your list who might be interested in sponsoring it. This will be the first point of contact that sponsors will have with you and your company, so it’s critical that you write a high-quality email. Some of the points from your presentation, such as who you are and what sort of podcast you host, should be summarized. Also a nice spot to mention any well-known individuals who have appeared on your show or who you know listen to your show.

Make your case as quickly as possible since potential sponsors will want to know what they stand to gain as soon as possible.

Maintain a relationship with them on social media, subscribe to their email list, and publicly congratulate them on Twitter. These small gestures will go a long way toward sweetening the bargain.

Podcast sponsorship pitch template

We’ve put up this sample pitch email to give you a sense of what you should include in your first email to a potential client. Hi Welcome to Modern Ecommerce, a podcast on ecommerce growth and marketing. My name is John Doe, and I’m the presenter, founder, and producer of the show. I admire your firm and would want to discuss the possibility of working together to promote it. We don’t have a sponsor at the moment, therefore our fees are rather reasonable for the time being. Our target audience has a significant overlap with yours.

  • We think that we will be able to attract a considerable volume of targeted traffic to your website through our efforts.
  • With the help of well-known ecommerce professionals, we go deep into actionable ideas, techniques, and tools.
  • Every episode receives an average of 2,000 downloads.
  • By the middle of August, we aim to have reached 3,000 downloads each episode.
  • They will provide you with an understanding of the sort of content we publish.
  • To learn more about what a collaboration would look like, I’d want to set up a time to speak with you.
  • Naturally, you’ll want to make changes to the template to suit your specific requirements.
  • Sponsors are looking for a personality in your pitch, so don’t be hesitant to incorporate it into your presentation.
  • Make an effort to anticipate their complaints and answer to them before they arise.
  • Early on in your relationship, this will give the impression that you and your partner are a wonderful match.

Step 5: Follow up with potential sponsors

For the purpose of giving you an idea of what to say in your first email, we’ve put up this pitch email. Hi Welcome to Modern Ecommerce, a podcast on ecommerce growth and marketing. My name is John Doe, and I’m the presenter of and creator of the show. It is my pleasure to express my admiration for your firm and to discuss the possibility of collaborating to promote it. You will find our pricing to be competitive because we do not have a sponsor at the time of writing. Our target audience is far larger than yours.

  1. We think that we will be able to deliver a considerable volume of targeted traffic to your website via our network of partners.
  2. With the help of well-known ecommerce professionals, we go deep into practical strategies, techniques, and tools.
  3. Each episode receives an average of 2,000 downloads.
  4. 3,000 downloads per episode are anticipated by the middle of August.
  5. We hope that they will provide you with an insight into the sort of content that we generate.
  6. To learn more about what a collaboration would look like, I’d want to set a time to meet with you further.
  7. That template will, of course, require some customization for your specific requirements.
  8. If you want to be taken seriously by sponsors, don’t be scared to show some personality in your presentation.
  9. Make an effort to anticipate and answer to their complaints.

For example, if you observe that every sponsor asks you whether or not your listeners are ready to make a purchase, include a response to that question in your first pitch. Early on in your relationship, this will give the impression that you are a wonderful match.

Should You Take On Multiple Sponsors?

While it is feasible to show advertisements for many sponsors during the same episode, the majority of podcast professionals believe that this is a terrible idea. For starters, repeated advertisements can become irritating to listeners. They, like everyone else, are restricted in their ability to act quickly. They don’t want to suffer through stuff that doesn’t meet their expectations and fulfill their demands. At the very least, they’ll begin skimming over your advertisements. At the very least, they’ll discover a new podcast.

  • They question if you truly advocate all of those items or whether you are simply doing it for the money.
  • It’s difficult enough to persuade your listeners to take action based on a single advertisement.
  • This will result in less favorable outcomes for sponsors, who may opt to divert their advertising expenditures to other podcasts as a consequence.
  • The majority of sponsors will demand on exclusivity while you and your team are working together.


That’s all there is to it. Now you know how to find podcast sponsors that your listeners will enjoy. However, it is also critical to gather feedback from your listeners in order to ensure that your sponsorship advertisements do not turn them off. Podcasts are incredibly successful revenue-generating vehicles, but they are not without their challenges. If you put in the effort to acquire excellent sponsors rather than simply any sponsor, you’ll reap the benefits of content listeners as well as some more cash in your bank account.

See also:  How To Use Seo To Build Your Brand? (Question)

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How I Booked $8,000 in Podcast Sponsorships Before Airing the First Episode

Before I even released the first episode of my podcast, I was able to secure sponsorships worth more than $8,000 in advance. By the conclusion of my first year of podcasting, we had acquired over $30,000 in sponsorships for only 24 episodes, which was an incredible achievement. That works out to $1,250 every episode. Not terrible for a brand-new podcast that no one had ever heard of before, to be honest. My podcast was probably similar to yours in that it was not owned and promoted by NPR or some other large media firm.

  • Furthermore, it did not (and does not) receive millions of downloads per month.
  • However, just because your podcast is little does not imply that you do not deserve to earn a modest amount of money from the effort you put into it.
  • If done correctly, creating a podcast can be a terrific source of side income and even a full-time career.
  • It’s also possible to establish a devoted following and sell digital items, or to leverage your podcast to find additional freelance employment.
  • Back in 2009, when I first started my blog, I was prepared to wait for the money to come in later.
  • I wanted to generate income right now.

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We Took Whatever We Could Get

It’s possible that some individuals may read this post and immediately think, “$8,000. Is that all there is to it?” And they are correct in stating that $8,000 is not a large sum of money in some respects. The process of obtaining sponsorship for a show that didn’t even exist yet was about much more than simply money. By debuting our program with sponsors already in place, we were able to get off to a strong start with both our listeners and potential advertisers alike. Listeners recognized that we were serious about the content we were producing, and we were not hesitant to sell advertisements in order to finance our efforts.

In fact, once our first episode went online, one of our sponsors provided us with a great review, which we utilized to our advantage when we went back to acquire more sponsors in the following weeks.

It’s better than nothing (the alternative), and there are a slew of other benefits that will become apparent in the future.

OK, But How Much Should I Charge?

This all sounds fantastic in theory, but in practice, things are a little more complicated. Allow me to share with you the specifics of what transpired in my case. Initially, I had no clue how to get podcast sponsors or how many people would tune in to Freelance to Founder. I had no concept what I was getting myself into. As a result, I determined that I would be content with just about any respectable sum of money. But here’s how I went about determining what a decent quantity was in the first place: A few months prior, I had gotten an email pitch from a firm inviting me to become an affiliate for them.

  1. So I went back to that old topic and commented with the following: Hey, It’s been a couple of months since we last spoke with one other.
  2. The Fizzle Show and Paul Jarvis’ email newsletter are two areas where I listen to music, and I observed placement in both of those sites.
  3. Perhaps you could forward this to whoever is in charge of negotiating sponsorship agreements at your company.
  4. ” For the time being, we’re primarily focused on podcast sponsorships (Paul’s newsletter is included in the podcast sponsorship) and working with other individuals as affiliate partners.
  5. Naturally, it is easy to understand why this was such a significant step forward in technology.
  6. The ability to generate this type of serendipity cannot be taught; nevertheless, having spent enough time pursuing sponsorships by sending cold (or cold-ish) emails, I’ve come to understand that it is a numbers game.
  7. The majority of the time, it takes 20-30 cold emails (or 5-10 warm emails) before we can get to a wonderful agreement like this one.

There is a podcast called “Freelance to Founder” that is similar to This American Life or Startup in that it tells the experiences of solo entrepreneurs who have built successful firms that have grown beyond their own capabilities.

Can I give you the pilot episode when it’s finished so that we can explore a possible cooperation in more detail?

I transmitted the audio file to the recipient as soon as it was finished.

I appreciate your time.” A pilot for Freelance to Founder has been completed to a large extent.

Take a look at the music and see if it’s something you would be interested in hearing more about.

We could create a fantastic advertisement on how it relieves freelancers of the burden of invoicing and bookkeeping, allowing them to focus on growing their businesses.

Given that we’re taking a shared risk, I’d be delighted to offer you a discount on season 1.

Please keep in mind that I also offered them a bargain or a discount if they would commit to the entire Season 1.

Here is a portion of the email I sent when we first started talking about pricing: What I would truly recommend is that you start with a single show sponsorship and see how things go from there.

A banner, text, a call-to-action, and a link in each email that is sent for each episode (est.

A banner, text, a call-to-action, and a link on the show’s landing page and episode page (s).

What would be the best solution for you in regards to the items I’ve given below?

It took even more back and forth on the specifics of what would be involved in the campaign (just be prepared for a lot of questions from a client who is about to give you a substantial sum of money) before she was granted approval to sponsor all eight episodes of our first season for $500 per episode!

  • To be honest, I was only able to secure clearance for the following items: $4,000 for 8 episodes, including a weekly email mention in the program.
  • In spite of the fact that there was no promise of downloads, my lead thought that the email went a long way, and your brand is a wonderful match for us.
  • We are now demanding a lot of money every episode from you.
  • I was giddy with excitement at the prospect of it!
  • What an accomplishment!
  • Without a doubt, I could see from her body language that she thought the offer was a lowball one.
  • But I didn’t inquire.

While at the same time, in order to manage future expectations, I included the following in my response (which was, of course, filled with gratitude as well):I would like to be clear: we expect the show to be fairly successful, and if it achieves the level of success we anticipate, we will have to renew at a higher rate.

As previously said, we are willing to pay more if we have some baseline numbers with which to work.

Keep in mind that the art of company growth, collaboration, sponsorship, and advertising is all about the long run. My firm has been able to do the following thanks to the first agreement, which was signed over three years ago:

  • Make arrangements for renewing sponsorships with the same firm on numerous podcasts. Book additional sponsorships with small businesses that will trust us as a result of the trust shown by this larger sponsor. Develop a long-term partnership of mutual support with this sponsor in order to improve our affiliate connection with them
  • Fund our podcast so that we may continue to produce episodes at a profit from day one

Request several podcast sponsoring renewals from the same organization. As a result of this larger sponsor’s trust, we may book additional sponsorships with small businesses. Develop a long-term partnership of mutual support with this sponsor in order to strengthen our affiliate connection with them; Contribute to our podcast so that we can continue to produce episodes at a profit from the beginning;

We Created Niche (Sellable) Content

When I first started working on my program, I was entirely concerned with its marketability. However, it is not simply about how appealing it would be to listeners. Aside from that, I concentrated on how it would be appealing to potential marketers. While there are other podcasts for freelancers available, our program, Freelance to Founder, stood out in a sea of simple interview shows and “expert roundtable” podcasts by taking a narrative approach to the subject matter. What did this imply when I went door-to-door soliciting business from advertisers?

And a large many of them did.

Examples include Eric Cacciatore, who established a restaurant podcast not just because he is enthusiastic about the profession, but also because there is an endless list of food- or cooking-related firms that want to contact restaurateurs.

Check out comparable podcasts to see whether they have genuine sponsorships if you’re not sure if your specialty has marketers that are prepared to put money on the table.

We Planned for Distribution and Growth

The creation of a podcast is only the beginning of the process if you want to build a program that marketers are interested in. It’s likely that when pitching advertisers, you’ll need to mention plans for distribution and development, if you’re in the same boat as me and wish to sell podcast sponsorships in their early phases. As you can see, when it comes to podcast sponsorships, the statistics are everything. It is very uncommon for advertisers to require only a favorable return on their investment in order to justify renewing their sponsorship of your podcast.

Example: If you anticipate having influential guests on your podcast, make sure to mention their names as well as possible reach statistics in your sponsor pitch to the appropriate parties.

If I didn’t know how many downloads we’d get in our first season, I wouldn’t have been able to predict how many people I’d be giving it to (more or less).

Given that we’re taking a shared risk, I’d be delighted to offer you a discount on season 1.

I was optimistic that we would achieve some strong download numbers in the first few weeks since we had 33,000 individuals on our current email list and a large network of friends who were going to spread the word about our new podcast to their own networks.

We Sold Whatever We Had to Offer

The truth is, those first few email pitches were a little embarrassing, to say the least. It’s likely that it came out as something like this to the sponsors: “Hi. I’m working on a podcast that isn’t even in production yet. “Are you willing to put money aside to become our first sponsor?” To this day, I’m a little surprised that we were able to book as much as we did in our first year of operation. I credit a large part of our success to the tenacity and imagination with which we approached our proposal.

In order to market something that is unknown (such as an unaired podcast episode), you must factor in the greatest amount of stability as feasible.

In the case of someone agreeing to sponsor the podcast and you already have a high number of Instagram followers or an email list, you may suggest providing visibility on those two channels as a perk.

The fact that you have one more reason to talk about your new podcast on your existing networks is a bonus, and your sponsor gains further exposure “at no additional expense.” Because we already had an email list and a social following that we could use, I included both in our presentation as well.

  • A banner, text, a call-to-action, and a link in each email that is sent for each episode (est.
  • A banner, text, a call-to-action, and a link on the show’s landing page and episode page (s).
  • 120,000 visits per month are recorded.
  • For a program that is little-known (or entirely unknown), your task is to persuade potential sponsors that you are a safe bet—that they will not be throwing their money away completely if they choose to work with you.

We Leveraged Existing Relationships

Those first few email pitches were a little awkward, I’ll admit. I was a little nervous. It’s likely that it came through to the sponsors as follows: “Hello. The idea for a podcast hasn’t even been developed yet. Is it possible for you to contribute financial resources to become our first sponsor?” I’m still a little surprised that we were able to book as much as we did in our first year. Our pitch’s scrappiness and originality, I believe, contributed significantly to its success. If, for example, they were willing to sponsor an episode of the podcast (we first attempted to sell the full season, which was successful for one advertiser), we promised to incorporate their brand in the email we would send out to promote the episode.

  • And you may accomplish this by liquidating your existing assets.
  • There are no losers here.
  • Because we already had an email list and a social following that we could use, I mentioned both in our pitch as examples.
  • 2.
  • 35,000 readers) 3) A banner, text, a call to action, and a link on the program main page as well as on each episode page (s).

3-percentage-point click-through rate It is your responsibility as the producer of a little-known (or entirely unknown) program to persuade potential sponsors that they are making a sound investment and not simply throwing their money away.

Partner With People Way More Talented Than You

At the outset of my podcast, I was aware that I would be unable to convey the sorts of tales I wanted to tell since I had little to no prior experience speaking in front of a microphone. Consequently, for season one, I teamed up with an old friend of mine and agreed to split the sponsorship cash with him in exchange for his podcasting abilities. It was a significant victory. Since then, I’ve teamed up with Brandon Hull, the current presenter of the program, who does a far better job than I ever could at finding high-quality guests, asking them the correct questions, and putting it all together in an engaging and intriguing way than I could ever hope to accomplish on my own.

Something like that is something I’ll never be able to accomplish on my own.

In addition to finding new sponsors on a regular basis, the Podglomerate also develops connections with potential advertisers, which are tasks that I simply do not have the time, bandwidth, or aptitude to complete alone.

You Can Sell Podcast Sponsorships at Any Stage

If selling sponsorships is the method by which you want to monetize your podcast, believe me when I say that you can accomplish it. It requires a lot of determination and hard work. When I was in the process of pre-booking our first season, I received a number of “no” responses from potential sponsors. However, guess what? We received inquiries from several of the sponsors who had declined to sponsor season one, wondering whether they might be considered for season two. And we agreed—at a considerably greater fee, which they gladly paid—to work together again.

I’d want to hear back from you right away.

Did you find it difficult, simple, enjoyable, or drudgery?

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