Podcast advertising varies from show to show, but there are some general rules that can give you an idea of what you can expect to spend on this kind of advertising strategy.
Podcast advertising is generally based on a CPM pricing model (CPM stands for cost per thousand impressions). There is lots of variation between different agencies and networks, but the general price range that we often see for podcasts CPMs ranges from $10-$50.
However, we’ve also seen niche content aimed at a narrower professional audience that have much higher CPMs, and can cost upwards of $200. The value of speaking to a specific niche audience that is smaller but more targeted than more general podcasts means that these kinds of deals make perfect sense for certain brand integrations.
With podcast advertising, there are so many different topics available that you can easily choose shows that speak to a certain demographic that matches your product or service. For example, to promote a B2B brand you might want to partner with podcasts aimed at entrepreneurs.
When deciding what podcasts you want to target and how much to spend on each one, we recommend that you work with a media-buying agency with podcast experience who can help point you in the right direction, and negotiate better prices for your ads.
You can learn more about getting started with podcast advertising with our post: Everything you wanted to know about Podcasts but were afraid to ask.
If you have a budget in mind and want to discuss what podcast partnerships would be most cost-effective for your brand, we have the data and industry experience to help you with that, so don’t hesitate to get in touch.
So, to sum up: how much does podcast advertising cost?