How is podcast advertising changing in 2023? Dive into podcast ad tips and best practices to help make this year the best one yet!
In this eBook, you’ll get a comprehensive intro to the different types of podcast ads, their pros and cons, and how to create and measure a successful podcast ad campaign.
Average Podcast Advertising Rates in 2022, as of January 6, 2022.
Podcast Pre-roll Ad CPM The average 15-25 second pre-roll ad spot will have a $15 CPM.
It’ll cost approximately $1,500 to purchase a pre-roll ad on a podcast that generates 100,000 listens.
Podcast Mid-roll Ad CPM
The average 30-60 second mid-roll ad spot will have a $30 CPM. It’ll cost approximately $3,000 to purchase a mid-roll ad on a podcast that generates 100,000 listens.
Podcast Post-roll Ad CPM
The average 15-25 second post-roll (also known as an “end-roll”) ad spot will have a $10 CPM.
It’ll cost approximately $1,000 to purchase a post-roll ad on a podcast that generates 100,000 listens.
Variables in Podcast Advertising Rates Here are the most common reasons why a podcast ad rate may be more or less than the average advertising rate.
The ad buying podcasting consists of four primary steps:
1. Setting a media buying budget – Determine how much you want to spend on a campaign.
2. Understanding the demographics and psychographics of the target audience. Identify what your audience cares about and how best to connect with them.
3. Creating a target list of podcasts to contact - Once you know who you’re targeting and how much you’re spending, next comes outreach.
4. Contacting and executing the campaign – The outreach step will involve contacting multiple podcast hosts and networks to get rates and inventory.