How To Get Podcast Sponsors

By podcast | September 19, 2023

On your mission to monetize your podcast, one of the concepts you’ll come across is ‘podcast sponsors’. These aren’t just buzzwords. Podcast sponsorships are a key component of podcast monetization, transforming your passion project into a revenue-generating platform.

But what exactly does it entail? How does it benefit both podcasters and sponsors? And most importantly, how can you attract sponsors to your podcast?

These are the questions we’ll be addressing in this article. We’ll demystify the concept of podcast sponsorship, delve into its prerequisites, and guide you through the process of finding potential sponsors.

We’ll also explore different sponsorship models, discuss how to set your rates, and even touch on creating an effective podcast media kit.

By the end, you’ll have a comprehensive understanding of podcast sponsorship and be well-equipped to start your sponsorship journey.

Let’s give it a go.

Requirements For Getting Podcast Sponsors

Attracting sponsors requires a combination of audience size, engagement level, and content quality.

Importance of Audience Size

In our experience, audience size is a critical factor when attracting podcast sponsors. Sponsors are interested in reaching as many people as possible, and a larger audience size means more potential customers for them.

Brands looking to sponsor podcasts often look for shows with a minimum of 10,000 downloads per episode.

Not a big enough show to get podcast sponsors through the CPM model

Clipped Podcast Download Data September 2023

However, it’s not just about the numbers.

The quality of your audience also matters. A smaller, highly engaged audience COULD be more valuable to a sponsor than a larger, less engaged audience.

An example of this is our flagship podcast, Clipped. We’re not pulling in those kinds of downloads, but our audience is super niche. We cover the podcast industry, give podcasting tips, cover podcast equipment, and provide podcast insights and resources.

Thus, Riverside.fm reached out to us wanting to sponsor the show.

Obviously, this was a great fit, because we record all our remote episodes with Riverside. In addition, Riverside knows exactly who are audience is and that by advertising on our show, they’re going to be targeting podcasters, who are the majority of our listener base.

Click the Riverside link above and receive 20% off when you sign up for any individual membership plan.

Role of Engagement Level

Engagement level is another key factor in attracting podcast sponsors. Sponsors want to see that your audience is not just listening to your podcast, but also interacting with it.

This could be through social media engagement, email responses, or even direct purchases of products or services you recommend. High engagement rates indicate that your audience trusts you and values your recommendations, making them more likely to consider a sponsor’s offer.

Significance of Content Quality

Finally, the quality of your podcast content is crucial for attracting sponsors. Sponsors want to associate their brand with high-quality content that aligns with their values and appeals to their target audience.

This includes the production quality of your podcast, the relevance and depth of your content, and your presentation style. High-quality content not only attracts more listeners but also makes your podcast more attractive to potential sponsors.

How to Find Podcast Sponsors

Finding podcast sponsors can seem like a daunting task, but with the right approach, it’s entirely achievable.

Let’s explore some strategies that can help you attract sponsors to your podcast.

Joining Podcast Networks

Joining podcast networks can be a beneficial step in finding potential sponsors. Podcast networks are groups of podcasts that are collectively marketed and often share a common theme or target audience.

By joining a network, your podcast can gain exposure to a wider audience, increasing its attractiveness to potential sponsors.

Podcast networks often have established relationships with advertisers, making it easier for you to find sponsors. They handle the negotiation and administration of sponsorship deals, allowing you to focus on creating quality content.

However, it’s important to remember that networks typically take a percentage of your ad revenue in exchange for these services.

Common revenue splits from podcast networks are typically 70/30 or 60/40. The higher number going to the podcaster.

If a podcast network wants to do a 50/50 split with you, run.

Pitching Directly to Brands

Another effective way to find sponsors is by pitching directly to brands. This approach requires a bit more effort but can lead to more lucrative and relevant sponsorship deals.

When pitching to brands, it’s essential to highlight what makes your podcast unique and why it would be a good fit for their product or service.

Start by making a list of brands that align with your podcast’s theme and audience. Then, craft a compelling pitch that includes details about your audience demographics, engagement rates, and why your podcast provides value.

Remember, brands are not just buying ad space; they’re buying access to your audience and your endorsement.

Going this route is very DIY. You’re going to have to do all the legwork. However, you may be able to negotiate a stronger deal. We recommend pitching your show on your own if your audience is on the smaller, but loyal side.

If this sounds like the right approach for you, make sure you focus less on the reach of your podcast and more on the value you can add.

Using Podcast Ad Marketplaces

Podcast ad marketplaces are platforms that connect podcasters with potential sponsors. These platforms allow you to list your podcast and provide details about your audience and ad rates.

Advertisers can then browse the marketplace and purchase ad spots on podcasts that match their target audience.

Platforms like Podbean’s Ads Marketplace allow you to opt into programmatic and host-read ads. These platforms handle the ad placement, freeing you up to focus on content creation.

However, it’s important to note that these platforms often take a commission from your ad revenue.

But, as we mentioned up top, that’s typical unless you’re doing in-house sales

Types of Podcast Sponsorship Models

Understanding the world of podcast sponsorships begins with familiarizing yourself with the different types of sponsorship models. There are primarily three models that are widely used: CPM, CPA, and flat rate sponsorships.

Podcast CPM Model

Let’s start with the CPM model, which stands for Cost Per Mille. In this model, advertisers are charged based on the number of impressions, or listens, their ad receives.

The term “mille” is Latin for thousand, which means the cost is calculated per thousand listens.

So, if a podcast charges $20 CPM and your ad gets 10,000 listens, you would pay $200 for that ad spot. This model is beneficial for advertisers as it directly correlates the cost of the ad to the size of the audience reached.

Podcast CPA Model

Next, we have the CPA model, which stands for Cost Per Acquisition, also known as Cost Per Action. In this model, the advertiser pays for each action taken by a listener as a result of the ad.

This action could be a purchase, a sign-up, or any other defined action. The CPA model is attractive to advertisers because it directly ties the cost of the ad to the results it generates.

However, tracking these actions can be more complex, often requiring the use of promo codes or tracking links.

Flat Rate Model

Lastly, the flat rate model is a straightforward approach to podcast sponsorship. In this model, the advertiser pays a set fee for an ad spot, regardless of how many listens the episode receives.

This model provides certainty for the advertiser in terms of cost, but it doesn’t account for the size of the audience or the results generated by the ad. It’s often used by podcasts with smaller audiences.

In all these models, the value for the advertiser comes from the trust and connection between the podcast host and their audience. Podcast listeners are often highly engaged, making podcast sponsorship a potentially effective form of advertising.

Setting Your Sponsorship Rates

Setting podcast sponsorship rates is a crucial part of monetizing your podcast. It involves understanding your audience size, engagement level, and aligning your rates with industry standards.

Let’s delve into how you can effectively set your sponsorship rates.

Industry Standard Podcast Sponsor Rates

Podcast sponsorship rates can fluctuate quite a bit, but some general guidelines do exist. Based on information from Influencer Marketing Hub, the average cost per thousand impressions (CPM) for a 30-second ad is around $18.

For a 60-second ad, the CPM jumps to about $25.

The placement of the ad during the podcast also impacts its cost. Ads can be placed at the beginning (Pre-roll), middle (Mid-roll), or end (Post-roll) of an episode, and each has its own pricing structure.

Mid-roll ads typically command the highest rates.

The rationale behind this pricing is that listeners are more prone to skip ads at the start of an episode and may not even make it to the end, missing those ads as well. Mid-roll ads, however, are more likely to be heard.

While it’s good to be aware of these industry standards, don’t hesitate to negotiate your rates.

Your podcast’s niche also factors into the equation. Certain niches like business and finance tend to be more profitable due to their target audience and the kinds of products and services that can be advertised.

Creating a Podcast Media Kit

A podcast media kit is a powerful tool that can help you attract sponsors. It’s a document that provides potential sponsors with information about your podcast, including audience demographics, download stats, and testimonials.

Let’s explore why a media kit is important, what it should include, and how to create one that’s compelling.

The Importance of a Media Kit

Having a media kit is crucial when seeking podcast sponsors. It’s like a resume for your podcast, showcasing its strengths and why it’s an attractive platform for advertisers. A well-crafted media kit can help you stand out from other podcasts and make a strong case for why a sponsor should choose you.

It provides sponsors with a clear understanding of who your audience is, how engaged they are, and what kind of results they can expect from sponsoring your podcast.

Elements of a Podcast Media Kit

A podcast media kit should include several key elements. First, it should provide information about your audience, including demographics and engagement stats.

Next, it should include download stats. This gives sponsors an idea of how many people will hear their ad.

Testimonials can also be a powerful addition to your media kit. If you have testimonials from previous sponsors these can help convince potential sponsors of the value of your podcast.

Finally, your media kit should include information about your sponsorship options and rates. This helps potential sponsors understand what they’re getting for their investment.

How to Create a Compelling Media Kit

Creating a compelling media kit involves more than just including the right information. It’s also about presenting that information in a way that’s attractive and easy to understand.

Start by making sure your media kit is well-designed. It should look professional and be easy to read. Use clear, concise language and avoid jargon.

Canva is a good place to build your kit. They’ve got tons of templates, graphics, and designs to get you started.

Include visuals where possible. Charts and graphs can help illustrate your audience demographics and download stats.

Photos can also add a personal touch, whether they’re photos of you recording your podcast or images from your podcast episodes.

Finally, make sure to update your media kit every few months so that you analytics are current.

Best Practices for Podcast Sponsors

Here are some best practices that can help you maintain the quality of your podcast while also benefiting from sponsorship.

Maintaining Authenticity in Podcast Sponsorship

One of the most important things to remember when dealing with sponsors is to maintain authenticity. Your listeners tune in to your podcast because they value your unique voice and perspective.

If your sponsorship messages feel forced or out of sync with the rest of your content, it can turn listeners off.

If possible, try to work with sponsors whose products or services you actually use and believe in. This can make your sponsorship messages feel more authentic and less like traditional advertisements.

Another crucial point is to strictly follow the directions provided.

We’ve come across various types of ad copy over the years at Podcast Haven HQ. Some ads require you to read the script word-for-word, while others give you the freedom to improvise based on bullet points.

It’s crucial to adhere to the brand’s guidelines; otherwise, you might have to either re-record the ad or offer a “make good.” A “make good” is essentially a free ad spot you’ll have to include in your show as a corrective measure for not following the initial instructions.

Choosing Relevant Podcast Sponsors

Choosing the right sponsors can make your ads resonate more with your audience. For instance, if you run a fitness podcast, a sponsorship from a fitness gear company will likely engage your listeners more than one from a car dealership.

When evaluating potential sponsors, consider if their offerings would interest your audience. If yes, they’re probably a good match.

It’s also smart to diversify a bit by including sponsors with broader appeal. This can help you maximize revenue while staying relevant. You don’t have to promote something you’re against, but don’t miss out on potential earnings either.

Balancing Content and Ad Space

Striking the right balance between content and ads in your podcast episodes is a bit of a tightrope walk. On one hand, you want to maximize your earnings, which often means incorporating more ad slots, especially in longer episodes.

But, it’s crucial to avoid ad overload, as too many commercials can lead to listener fatigue and annoyance, potentially causing you to lose your audience’s trust and engagement.

The key is to find a sweet spot where the ads feel natural and unobtrusive, enhancing rather than detracting from the listener experience. This balance allows you to maintain the integrity of your content while still capitalizing on sponsorship opportunities.

It’s all about creating a win-win situation: valuable content for your listeners and profitable ad placements for you.

Wrapping Up Podcast Sponsors

Getting podcast sponsors requires understanding your audience, finding the right sponsors, and presenting your podcast in a compelling way. It’s about more than just numbers; it’s about engagement, content quality, and authenticity.

Whether you’re joining podcast networks, pitching directly to brands, or using ad marketplaces, remember to maintain your unique voice and choose sponsors that align with your podcast’s theme.

Understand the different sponsorship models and set your rates wisely. A well-crafted media kit can be your ticket to attracting sponsors. And finally, balance your content and ad time to keep your listeners happy.

Podcast sponsorship is a journey, but with these strategies, you’re well on your way to success.

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