Podcast sponsorships are usually based on the number of average downloads your podcast received. Podcast Pro Membership The Blog Shop Courses Events Partners Podcast About Home 1:1 Coaching. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. An effective way to do this is to let the host share a personal story, if applicable, about how they discovered your product and the results that theyve enjoyed after using it. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. What can you offer brands? SweeTango on The Katie Couric Podcast. June 18, 2019. , social media marketing, etc, you should remember to track your progress to work out the ROI. Youve slowly built up a level of trust with them. ADP. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. Podcast sponsors offer multiple benefits, but here are the most important ones: Monetize Your Show. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. For one podcaster, the thought of covering their web and hosting costs is enough. You may not have a ton of listeners, but brands will take notice if you have a few hundred of the right kind. Benefits of Podcast Sponsors. This Podcast has been fun to listen to. Pitch directly to brands. Find Podcast Sponsors That Align with You; Know Your Audience. Also, mention how the brand can benefit from your promotion. Thanks to its popularity, podcasts are excellent for advertising. As a side note, the fact that non-dynamic, baked-in ads continue to play in your back catalogue forever can be sold as a benefit to potential sponsors. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. Podcorn is an ad marketplace that uses the affiliate model, making it a great option for all podcasters regardless of the number of downloads. Which Other Methods Can You Use to Monetize Your Podcast? But, many podcasts have much smaller audiences than that. Heres our full guide to creating a podcast media kit. There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Step 2 is choosing your category and country. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. I also mentioned dedicated website sections, host recommendations, and coupon codes. It's going to require a lot of work from you up . Here are some ways you can polish and prime your podcast for pitching to sponsors: 1. Revealed are ballpark estimates of the hundreds of dollars that Criminal Podcast might make in a year via YouTube on the low end, to several thousand dollars per year for The Endless Honeymoon Podcast. Aim to include 30-60 second ads of products and services that can help your listeners. Depending on the terms of the contract, you can then get a percentage of what the person spends in exchange for sending them to the brands site. A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner. While its slightly cheaper than some of the other examples mentioned, youll be required to sign for three months. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. Theres a couple of options open to you here. So, theres a lot of money to be made by means of podcast advertising. You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. In some cases, sponsors are more concerned about their cost per acquisition. About 20% of people are more likely to support a brand if its advertised on their favorite podcast, while more than half of listeners will actually search for a product after it was mentioned on a podcast. Today, that number is nearly 40% with 24% of . Podcast promos are more effective than traditional ads since they target the right audience for your show. Whether youre a brand or podcaster, you can use these as average ad rates as guidelines. Here, you run ads in the same manner as above. This method helps you stand out from the competition, reach a mutually beneficial deal, avoid network splits, and gives you complete control over the sponsors you choose. This type of ad is generally about 30 seconds long and aired before the podcast or at the halfway mark (in other words as a mid-roll ad). This seems like an intuitive no-brainer, but it has to be mentioned off-top. Podcast advertising marketplaces are networks podcast hosts use to compete for sponsorships. According to statistics shared by SEMrush, nearly 20% of people are much more likely to consider supporting a brand if its advertised on their favorite podcast. These include ad length, size of the podcast audience, niche, and timing. Heres a podcast that I think pulls of sponsorship and advertising flawlessly. Be honest about why youre requesting donations, and genuinely use it for those purposes. Post classified ads for sponsorship, guests, co-hosts, cross-promotion. 6. According to their data, you can expect to pay anything from $1,000 to $3,000 to purchase an ad on a podcast that generates 100,000 listens. Listeners can fast-forward as soon as they hear the change in cadence or background sound. And by joining multiple, you can expose your brand to a much wider audience. Mid-roll ads are typically longer (they can be as long as 90 seconds), while pre-roll and post-roll ads are usually about only 30 seconds long. estimated that it was only $1.3 billion in 2021. What do sponsors look for in a podcast host? The longer this time period is, the better. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. In this agreement, the host must promote the brand's products/services during one or two podcast episodes. 0:00. Also, if you use a network, you can look at their numbers and other shows to get a better idea of the type of engagement that you can expect. And your podcast is no exception. Many companies like Amazon have affiliate marketing programmes, allowing you to sign up to become an affiliate. Your choosing the right category in this step is especially important. You can track sales and commission in various ways. In the CPM (Cost Per Mille) approach, a sponsor pays for every 1000 downloads or views. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. Additionally, you have a duty to your audience. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Its just so well done that its hard to notice an ad has actually started. Are there any opportunities that theyve missed? If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. Podcast hosts like this are more valuable for brand sponsorships than creators with thousands of subscribers but no niche authority or below-average engagement rates. This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. When opting for a paid interview, the brand will pay the podcast to interview a person whos linked with the brand (usually the interviewee will be some sort of expert). Your listeners should be happy to sit through ads because they're relevant and useful to them and address their current goals and challenges. Check out our post on affiliates for podcasters where you can choose sponsors, based on your content, your audience, and which ones are a good fit for both. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. A very niche show with around 200 listeners might charge $150 per episode, whilst a podcast with 5000 listeners based around a much more general topic might struggle to get a better deal than $20 CPM. The last element is the call to action. A bigger audience isnt always better. Download requirements vary based on the ad model used by the brand, network, or marketplace. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. A $30 CPM or higher is on the expensive end of the spectrum. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. 1. Some sponsorships will not be available in all countries, either. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. How many downloads do you get on average? Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. My experience has been that it is common for hosts to guess about their audience. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. For example, on Patreon you can add merch to your different membership tiers. Sign up free. Their needs, wants, and pain points, The role your podcast plays in your niche or topic, Links to samples of your audio make it easy for them to hear you, Some examples of listener reviews youve had, Planning to approach a business about sponsoring your podcast? Podcast sponsorship is the most traditional method of monetisation in the medium. Whether youre trying to grow your podcast for the first time or want to increase your revenue from sponsorship deals, you need to know everything about podcast sponsorships. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. This will help to create a more engaging and authentic ad. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. It's calculated by dividing cost by impressions, then multiplying that number by 1000. However, somehow podcasts managed to prove the pessimists wrong. When it comes to podcast sponsorship, its a case of quality over quantity. Do they regularly engage with them? Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . However, it is not profitable to seek a sponsorship deal unless you consistently have at least 200 downloads per episode. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. Instead, the host of the podcast will mention which brand has sponsored that specific episode. Acquiring sponsorships: It can be one page long or a few pages long, depending on the layout. It can also be removed altogether at a later stage. Sign up to get unlimited songs and podcasts with occasional ads. To calculate your rate for podcast sponsorships, there are three ways you can do this. Whenever you can, tell people about your podcast online and in person. But this wouldnt work if your sponsor specializes in all-things gardening. You could charge more for these ads. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. Get sponsorship deals with food brands! This way, the podcaster simply has to play them on their episodes. Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. This isnt an 8-minute long advert. A mid-roll ad that can be as long as 60 seconds will cost you double that, while a 25-second post-roll ad will work out the cheapest at about $10 CPM on average. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Podfly. Understand the brands values, audience, and how you can work well together. Thanks to their increase in popularity, it presents a lucrative marketing opportunity for businesses and creators. This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. You usually dont need permission to sign up to affiliate schemes either, so you can run ads on your podcast from episode 1 if you want to. Instead of merely a quick mention or placement, this type of ad gives the brand much more airtime. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. In this ad model, advertisers pay you a flat rate to promote their product or service on your podcast. If 200 people listen to your podcast, you could potentially net $500 for a single product mention compared to $4 with a CPM rate of $20. A smaller audience doesnt make it any less valuable though. Most podcasts have significantly lower numbers than this though. One of the most prominent sponsors of The Armchair Expert is Chrysler. Verified. Affiliate marketing is booming. Email: thisisimportantpodcast@gmail.com. I also included the site stats: Subscribe to the podcast in the media player of your choice. CPM or Cost Per Mille ( mille is the Latin word for thousand.) When was the most recent episode released? Users will gradually stop listening and subscribing to your podcast if youre running random ads they dont find relevant or interesting. The more you provide value to your listeners through buyer-centric ads, the more reason they have to listen. The CPM model allows podcasters to earn $ 15-30 for 1000 downloads. Plus, I explain why parallelism is important, especially in resume writing."How to improve you grammar" was written by Susan Herman, a retired U.S. government analytic editor, language analyst . This is an easy-to-read breakdown of: . Source: Pete McPherson DYEB. To put this into perspective. Most podcasts that succeed focus on a certain topic or niche. The following are examples of the type of information that youll share in your media kit: In addition to podcast sponsorships, there are also two other options: affiliate marketing and selling merch. To monetize your podcast, you should implement the best SEO tactics, develop and manage an affiliate marketing campaign to earn commission and request audience donations. No credit card needed. The alternative is that you script up your ad, record it as its own segment, and edit it into the episode. You can easily include sponsors in . Get rid of the sound board and this would be a 5* podcast. This is a route many early stage podcasters go down, because it can be difficult to negotiate a good deal when you have a brand new show and fledgling audience. Information about your audience. Advertising on a podcast isnt like putting up a billboard at the side of a road, where 90% of the folks who see it arent a companys target audience. Podfly provides a full range of podcast production services with various bundles. Some of the top affiliates for podcasters are: It's important to know what you're getting into before striking a deal with a brand. . 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