Podcast SponsorshipRate Calculator

Most podcast ads are priced by CPM: the cost per 1,000 downloads. Brands look at how many downloads an episode gets in its first 30 days, so that's the number to use, not your total downloads or followers.

Where the ad sits matters. Mid-rolls play once people are settled in and are usually read by the host, so they cost the most. Pre-rolls are seen by nearly everyone but often skipped. Post-rolls reach the fewest listeners and cost the least.

Rough ranges for host-read ads, as podcasters and ad networks commonly quote them at the time of writing:

• Pre-roll (15 to 30 seconds): about $15 to $25 CPM.
• Mid-roll (about 60 seconds): about $25 to $40 CPM, sometimes more.
• Post-roll (15 to 30 seconds): about $10 to $20 CPM.

Rate per slot = downloads per episode ÷ 1,000 × CPM. Rate per episode = the slots added together. If you sell through an ad network, take off its cut to see what you keep.

For example, 3,000 downloads with one pre-roll at $15 to $25 and one mid-roll at $25 to $40 is $45 to $75 plus $75 to $120, or about $120 to $195 an episode.

Small shows with a focused audience can often charge more than CPM suggests, because a brand reaching 800 software engineers or new parents may value that more than broad reach. You can also offer a flat fee for a run of episodes, an affiliate deal with a code, or a mix of both.

Ad networks bring you brands, but usually keep around 30% to 50%. Selling direct pays more but takes time, so a media kit with your downloads, audience and rates helps.