Podcast Sponsorship Pricing Calculator
This calculator estimates podcast sponsorship rates for pre-roll, mid-roll, and host-read placements using industry CPM benchmarks sourced from published rate data. It is designed for brand managers buying podcast media and podcast hosts pricing their own inventory, so both sides can approach negotiations with grounded expectations. The tool shows multiple placement types and formats side by side, giving you a clear picture of how placement position affects value.
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How this is calculated
You enter the podcast's average download count per episode and select ad format and placement, and the calculator applies format-specific CPM benchmarks to produce a recommended rate range with a low, mid, and high estimate.
Every model runs locally in your browser. Nothing you type is sent anywhere.
Frequently asked questions
What is the average CPM for podcast advertising?
Podcast CPMs typically range from $18 to $50 depending on format and placement. Pre-roll ads of 15 to 30 seconds generally command $18 to $25 CPM. Mid-roll host-read ads of 60 to 90 seconds are the premium placement, often priced at $25 to $50 CPM. Programmatically served dynamic ads tend to price at the lower end of the range, while host-read endorsements with long-term sponsor relationships can exceed standard benchmarks.
How are podcast downloads counted for sponsorship pricing?
Standard industry practice is to use the average unique downloads per episode within 30 days of publication, often called the 30-day download average. This number is what reputable podcast ad networks use to set rates and what audited podcast measurement providers like Spotify Megaphone and Chartable track. Downloads within 7 days are sometimes used for newer shows with less back-catalog activity.
Is podcast advertising priced differently for smaller shows?
Yes. Podcasts with fewer than 10,000 downloads per episode often cannot access programmatic buying networks and sell sponsorships directly. Direct deals frequently use a flat fee rather than a strict CPM calculation, and the effective CPM can be higher on small shows if the audience is highly niche and commercially valuable. Smaller shows with deeply engaged audiences in B2B or professional categories often outperform large general-interest shows on conversion metrics.