So, you have decided to make some money with your podcast by selling ads. Now, let's figure out how to get sponsors for podcasts. Podcast sponsorships are a popular and effective way to earn revenue from your audio. Advertisers love podcast advertising because it is a personal format where listeners connect strongly with the hosts. Interestingly, almost two-thirds of podcast listeners take action based on the ads they hear.

Let's face it: running an entire podcast is challenging. From creating content to editing, it takes lots of effort. That's where the podcast sponsor comes in, and you get paid for all this hard work by securing podcast sponsors.

Finding podcast sponsors is not that hard, but finding the right ones can be tricky. Many hosts struggle with this because they don't want to risk losing the trust you have built with their audience by promoting sponsors that don't match your brand.

With a podcast sponsor, you can make money for your audio show and expand your audience. The best part is establishing long-term relationships with the different brands. In this article, we will guide you on how to get a sponsor for a podcast and share some best practices for using sponsored ads in your podcasts.

How Does Podcast Sponsorship Work?

Understanding how podcasts work is important. Generally, prices for podcast sponsorship depend on the average number of downloads. Sponsors pay based on cost per mile (CPM) mode. CPM rates may vary, ranging from $18 to $50. High-traffic podcasts like "This American Life" may get even higher rates due to their large listener base.

Sponsors often assess the cost per acquisition (CPA) to determine the real value of their ad. CPA is calculated based on the number of sales, sign-ups, or downloads generated by the ad. To track this, sponsors might provide you with a special coupon code or a referral link. This way, you will receive credit for bringing in new customers or users.

In some cases, sponsors may offer referral commissions for each listener or customer you help them acquire. This arrangement benefits sponsors as they only pay for actual results, which will allow them to take chances on podcasts that are new to run the advertisements. Many podcasts secure their initial advertisers through such referral programs.

If your sponsor asks you to promote a referral link, feel free to share it across various platforms. Post it on social media like Facebook, share it with your email list, and even feature it on your website to maximize commissions. This approach will help sponsors gain the effectiveness of their ads and encourage podcasters to promote their sponsors actively.

What Are the Benefits of Podcast Sponsorship?

Podcast sponsorships are also known as host-read ads and are highly effective and recognizable in the podcasting world. This is where the podcast host personally endorses a brand's products or services to their audience in their voice. Let's see why podcast sponsorships are beneficial.

• Podcast advertising serves as a valuable income source for podcasters. Partnering with relevant sponsors will allow podcasters to generate revenue, which can be used to enhance the podcast's quality, invest in better equipment, or implement marketing strategies to reach a broader audience.

• Companies sponsoring podcast episodes aim to leverage the credibility and trust built by podcasters with their audience. Listeners are more inclined to engage with and trust recommendations from podcast hosts because the ads feel authentic and relevant to them.

• Collaboration with sponsors provides podcasters with valuable networking opportunities within their niche. Establishing relationships with sponsors can lead to collaborations, guest appearances, and cross-promotions. This all contributes to expanding the podcast's reach and attracting new listeners.

• Successful collaboration with sponsors can evolve into long-term partnerships that benefit both the podcaster and the sponsor. Consistent revenue from ongoing sponsorships is advantageous for podcasters. At the same time, sponsors can build a strong relationship with the audience, which will lead to other commercial opportunities like branded content, events, or collaborations beyond the podcast.

What Are the Types of Podcast Advertisements?

Podcast advertisements come in different types, and their pricing also varies based on where they are placed within your podcast. There are three areas where sponsor advertisements are inserted.

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Pre-roll and Post-roll Ads:

Pre-roll ads are played before the podcast starts. Post-roll ads are played after the podcast content concludes. Both pre-roll and post-roll ads are usually 15 to 30 seconds long and simple. They often feature a brief sponsor message like, "This podcast is sponsored by ***. Common CPMs for these ad placements range between $15 to $20.

Mid-roll Ads:

Mid-roll ads are inserted during the podcast, which will break up the episode's content with the sponsor's messages. These ads are more flexible, and sponsors may provide a script or talking points for the podcaster to cover. Adding variety to the ad content in each episode prevents listeners from tuning it out.

Mid-roll ads are considered more valuable to sponsors because the audience is captive during the episode. Listeners are in listening mode and less likely to skip or close the episode just because of an ad. Average CPMs for mid-roll ads generally range between $20 to 25$ for most podcasts.

How Many Listeners Are You Required to Get a Sponsorship?

The question of how many listeners you need to attract sponsors for your podcast doesn't have a one-size-fits-all answer. Sponsorship requirements are based on the number of downloads or listeners, which can vary depending on the brand or ad marketplace. Generally, advertisers often look at podcasts with a minimum of 10000 listeners per month. However, some podcasts may have successfully monetized even without meeting this threshold, especially if they have a dedicated and engaged audience with a specific niche and when collaborating with highly relevant brands.

How Much Can One Earn From a Podcast?

When it comes to earnings from podcast sponsors, a common approach is to have sponsors pay for a mid-roll ad and either a pre-roll or a post-roll ad. It is ideal to mention them twice for better results, and if you are facing challenges in securing a sponsor, consider offering a free plug.

Now, let's break down the potential earnings. Suppose your sponsor opts for a mid-roll ad at a $20 CPM and a post-roll ad at $15. This meets to $35 per thousand listeners per episode. For example, if your episode receives 2000 views, you will earn $75 for that episode. If the episode gets 20000 views, your earnings for that episode will be $1500.

You can use tools like the Podcast Sponsorship Calculator to determine the value of your audience and help you set an appropriate CPM to charge advertisers. This resource will help you understand what you can earn based on your audience size.

How Can You Make Your Podcast Attractive to the Sponsor?

To make your podcast appealing to sponsors, focus on building the best possible podcast with these key qualities:

Create High-Quality Podcast Content:

Start by creating content that listeners love and consistently come back for. You have to prioritize building a fantastic podcast from a content perspective. You need to ensure consistent episode releases, as sponsors often prefer a campaign over a period with multiple episodes. You need to aim for high-quality content and plan your episode thoughtfully.

Gain More Podcast Audience:

Increasing your podcast audience is an important element for attracting sponsors. Sponsorships are commonly based on CPM, so having a sizeable audience is crucial. You have to focus on strategies to grow your listenership over time. Also, remember that podcasting is a long-term endeavor, and there are alternative approaches for sponsorship and monetization, even with a smaller audience.

Improve Your Audio Quality:

Audio quality and production value are the significant factors in attracting sponsors. Sponsors seek to align themselves with high-quality shows, and the sound of your podcast is important. Invest in a good microphone designed for podcasting to enhance clarity and overall audio quality. You can choose a quiet recording space and consider soundproofing techniques, such as foam panels, to minimize the background noise.

How to Get Sponsors for Podcasts Directly?

When you start your podcast, you will need to be proactive in finding sponsors. You can follow 4 strategies to secure your dream advertisers.

Strategy 1: Reaching Out to the Sponsors Directly

The simplest strategy to get a podcast sponsor is to reach out to your potential sponsors directly.

You have to explore podcasts within your niche to identify potential sponsors. Take note of the products or services they advertise during their shows.

You have to listen to or check out competing podcasts to understand the types of products or services they promote. This will help you find businesses relevant to your audience.

You should look up the contact details of the companies whose products. You have to identify a specific person or department responsible for advertising or partnerships.

You will need to reach out to the identified point of contact for a direct pitch. This simple approach involves direct communication with potential sponsors, which will set the stage for further discussions about collaboration.

Strategy 2: Partnership with a Hosting Service

Consider partnering with a podcast hosting service to streamline your podcast management and connect with sponsors. These services will provide a platform for creating, managing, and monetizing your podcast. Let's look into some of the examples.

• Buzzsprout's affiliate marketplace will facilitate connections with potential sponsors. It is a good choice if you are interested in exploring affiliate marketing.

• Anchor sponsorships offer control over ad placement and ad types. It is a free platform, which makes it suitable for new podcasters.

• Transistors allow you to create and manage multiple podcasts that will increase your chances of finding and securing sponsors.

These are three examples where you can collaborate with the hosting service. You can even look into local service providers if your theme is local-based.

Strategy 3: Join the Podcast Network

Consider joining a podcast network, as it will provide a platform for potential sponsors to discover your show. Some networks will allow you to list your podcast on their platform, often at no cost. Sponsors interested in working with specific shows can then reach out through these platforms.

While joining a network can offer exposure, it may be less effective for niche podcasts or those still building an audience. Some networks are selective and may take a commission to connect you with sponsors. You can consider joining the Wondery and PodcastOne networks.

Strategy 4: Utilize Podcast Directories

Make sure to use podcast directors like Spotify and Apple Podcasts, as they provide opportunities to connect with potential sponsors. Hosting services such as Buzzsprout can help you list your podcast on these top directories, or you can reach out to them independently. Research and identify the directories that align with your podcast. Here are a few to consider starting with :

• iHeartRadio

• Google Podcasts

• Apple Podcasts

• TuneIn

• Spotify

FAQs

How do podcast sponsorships work?

Podcast sponsorships typically involve advertisers paying podcasters based on the number of downloads, using a cost-per-mile (CPM) model. Sponsors may also track the cost per acquisition (CPA), measuring the number of sales or sign-ups generated by the ad.

What are the benefits of podcast sponsorships?

Podcast sponsorships provide financial support to podcasters, help build credibility and trust with the audience, open networking opportunities within the niche, and can lead to long-term partnerships that benefit both parties.

How much can you earn from podcast sponsors?

Earnings from podcast sponsors depend on factors like the number of listeners, ad placement, and CPM rates. Podcasters can use tools like the Podcast Sponsorship Calculator to determine the value of their audience and set appropriate CPM rates.

How many listeners do you need for podcast sponsorship?

The number of listeners required for podcast sponsorship varies, but advertisers often look for podcasts with a minimum of 10,000 listeners per month. However, niche podcasts with engaged audiences may monetize successfully with fewer listeners.

What types of podcast advertisements are there?

Podcast ads can be pre-roll, post-roll, or mid-roll. Pre-roll and post-roll ads are played before and after the podcast content, while mid-roll ads are inserted during the podcast. Mid-roll ads are considered more valuable as the audience is actively engaged.

How do I make my podcast appealing to sponsors?

To attract sponsors, podcasters should focus on creating high-quality content, growing their audience, and improving audio quality and production value. Professionalism, transparency, and consistent engagement with the audience are crucial for successful sponsorships.

How can I find podcast sponsors directly?

Directly reaching out to potential sponsors involves:

• Researching podcasts in your niche.

• Identifying products or services they advertise.

• Finding companies' contact details.

• Pitching them directly.

This proactive approach sets the stage for collaboration discussions.

Should I join a podcast network to find sponsors?

Joining a podcast network can provide exposure, but its effectiveness may vary, especially for niche or newer podcasts. Some networks may require a commission. Consider joining well-known networks like Wondery or PodcastOne for potential sponsorship opportunities.

Is using a podcast directory helpful in finding sponsors?

Yes, utilizing podcast directories like Spotify, Apple Podcasts, and others can increase visibility and attract potential sponsors. Podcasters can list their shows in these directories independently or through podcast hosting services like Buzzsprout.

How do I maintain long-term relationships with sponsors?

Long-term relationships with sponsors can be maintained through professionalism, transparency, and consistently delivering positive results. Effective communication, respect for the audience, and actively seeking opportunities for podcast monetization contribute to lasting partnerships.

Get Ready to Secure Your Podcast Sponsors and Monetize Your Podcast

These strategies can help you secure podcast sponsors effectively. By implementing these practical approaches and consistently building a strong audience base while fostering positive relationships with brands, you can enhance your chances of attracting better-paying and long-term sponsors.

Maintain professionalism and transparency in your communications and negotiations with potential sponsors to secure enduring deals. Feel free to reach out to multiple brands to explore various options. This will substantially increase your chances of finding podcast sponsors.

In your pursuit of monetizing podcasts through paid sponsorships, never underestimate the importance of your followers. Always prioritize providing value to your listeners, respect your audience, engage with them, and actively seek opportunities for podcast monetization. With persistence and dedication, you can transform your podcasting endeavors into a profitable venture.