How to Get Sponsors for Your Podcast

Behind the scenes of every show's growth lies a crucial player: podcast sponsors. In this deep dive, we'll explore the podcast sponsorships, delving into why sponsors are essential, the types of sponsorships, and, more importantly, how to finally get your podcast sponsors that'll fit your content natively and organically.

Podcast sponsorships efficiency

Brands are increasingly recognising the efficacy of advertisements within podcasts. According to Statista, the podcast advertising market worldwide is anticipated to witness significant growth, with projected revenue reaching US$4.02bn by 2024. And based on Acast’s research, it was found that 64% of listeners pay full attention to podcast ads, and 95% of frequent podcast listeners have taken action after hearing an audio ad. So, if your podcast hasn't got sponsors, it's about about time to get some. We'll show you how in a moment. And if you're a sponsor reading this, it's time to make a move and invest in this audio medium.

Why podcasts need sponsors

Podcasts, once considered a niche form of entertainment, have surged in popularity, becoming a mainstream source of information, education, and entertainment. According to Statista, it's predicted that the number of monthly podcast listeners in the US alone will hit 164 million in the year 2024, so the growth is quite huge. While podcasting offers a platform for creative expression and knowledge-sharing, it also comes with its own set of challenges, particularly in terms of financing.

🔴 To cover production costs

Podcasting may seem like it's an easy task to create one, but the production of a high-quality podcast involves various costs. These include expenses related to hosting fees, equipment, podcasting software, and professional editing services. For podcasters striving to deliver engaging content, these costs can quickly add up. and sponsors play a crucial role in covering these expenses, ensuring that podcasters can invest in the necessary tools and resources to produce top-notch content.

🔴 Monetisation of your show

Besides, podcasters, like any content creators, invest time and effort into producing valuable and entertaining content for their audiences. However, this investment needs to be sustainable in the long run. Sponsors provide a monetisation avenue for podcasters, enabling them to generate revenue and potentially turn their passion into a viable career. By partnering with sponsors, podcasters can focus on content creation without being overwhelmed by financial constraints.

🔴 Investment in further growth

Sponsorships not just address immediate financial needs but open doors for podcasters to explore opportunities for growth and expansion as well. With reliable financial backing, podcasters can invest in marketing strategies, audience engagement initiatives, and even explore new content formats.

🔴 As the show grows, costs grow too

Podcasts have evolved from amateur productions to professional, polished shows. To maintain a high level of professionalism, podcasters often need to invest in professional-grade equipment, services, and talent. Sponsors contribute to the sustainability of podcasts by ensuring that hosts can afford the tools and expertise required to deliver a consistent and engaging listening experience. This professionalism benefits the podcasters and enhances the overall quality for the audience.

Types of podcast sponsors

There are multiple forms of a podcast sponsorship, each catering to different needs and preferences of both podcasters and sponsors. Here's a breakdown of the common types:

#1. Direct advertisers

Direct advertisers are companies or brands that approach podcasters (or vice versa—a podcaster can reach out to a brand directly) for advertising opportunities. These sponsors are interested in reaching the specific audience of a particular podcast and often collaborate with podcast hosts to create custom ad content that aligns with the show's theme and tone. This type of sponsorship allows for a more personalised and integrated approach, fostering a closer connection between the advertiser, podcaster, and audience.

💡 Podcast advertisement formats

When entering into a podcast sponsorship arrangement, understanding the various types of advertisements and their placement within episodes is crucial. Here are common types of them:

Host-Read Ads

• In a host-read ad, the podcaster reads a scripted advertisement and seamlessly integrates it into the episode's audio. Sponsors may provide a verbatim script or offer flexibility for the host to add a personal touch.
• Host-read ads can vary based on the level of creative freedom given to the podcaster, from strictly scripted to allowing improvisation.

Dynamically Inserted Ads

• Dynamically inserted ads are inserted through an ad server, allowing for flexibility in changing the ad content based on factors like the listener's geographic location or when the episode is downloaded.
• Unlike host-read ads, dynamically inserted ads are not baked into the audio file, enabling dynamic changes to the content post-production.

Ad Placement within Episodes

Pre-Roll Ad:

• Played at the beginning of the episode, typically lasting around 15 seconds.
• Industry Standard Rate: $18 CPM (Cost Per Mille).
• Pre-roll ads capture the audience's attention early in the episode when engagement is typically high.

Mid-Roll Ad:

• A longer ad, usually around 60 seconds, inserted in the middle of the episode, often during a break between segments.
• Industry Standard Rate: $25 CPM.
• Mid-roll ads capitalize on the audience's sustained engagement and are strategically placed for optimal impact.

Post-Roll Ad:

• Played at the end of the podcast episode, typically lasting between 15 to 30 seconds.
• Industry Standard Rate: $10 CPM.
• Post-roll ads, being at the end, may have a higher likelihood of being skipped, leading to a lower industry-standard rate compared to pre-roll and mid-roll ads.

#2. Ad networks

Ad networks serve as intermediaries between podcasters and a pool of potential sponsors. These networks connect advertisers with podcasts that match their target demographics and interests. Ad networks streamline the sponsorship process, making it more accessible for both small and large-scale podcasts. Podcasters benefit from a broader range of potential sponsors, while advertisers gain access to a variety of podcasts to choose from, expanding their reach.

#3. Listener support

In recent years, a growing trend in podcast sponsorship involves direct support from the listeners themselves. Platforms like Patreon, GoFundMe, Buy Me a Coffee, or simply a PayPal button on your webssite and other crowdfunding models allow listeners to contribute financially to their favourite podcasts. In return, supporters often receive exclusive content, early access, or other perks. This type of sponsorship fosters a sense of community and loyalty, with listeners actively participating in the sustainability of the podcasts they love.

One of the most straightforward ways to generate revenue from your podcast is by directly asking your listeners for support. This approach involves either requesting donations or implementing a membership model where listeners contribute financially.

#4. Affiliate marketing

Affiliate marketing involves podcasters promoting a sponsor's product or service and earning a commission for each sale or action generated through their unique affiliate link. This model is performance-based, providing an incentive for podcasters to actively endorse products or services they believe in. Affiliate marketing sponsorships work well for podcasts with engaged and trusting audiences, as the host's recommendation carries weight.

#5. Sponsored content & partnerships

Beyond traditional ad spots, podcasters may enter into partnerships for sponsored content. This could involve dedicated episodes, series, or segments created in collaboration with a sponsor. Such partnerships offer a deeper level of integration and engagement, allowing sponsors to connect with the audience in a more immersive way.

Types of podcast sponsorship ad models

A small marketing lesson here. Before entering into a sponsorship deal with a brand, you need to understand the different ad models prevalent in podcast advertising. Here are a few with a brief overview:

CPM Model (Cost Per Mille)

• Best for: Podcasters with 10,000+ listeners
• CPM, or "cost per mille," refers to the amount an advertiser pays a podcaster for every 1,000 listens the ad receives.
• Most podcast CPM rates typically range between $20 to $25. For instance, if your podcast garners 5,000 downloads per episode, you could earn $100 to $125 for that ad placement.
• This ad model tends to be more lucrative for popular podcasts with a substantial listener base but may not be as effective for most independent podcasters.

Affiliate Model (CPA—Cost Per Acquisition)

• Best for: Independent podcasters, new podcasters
• CPA, or "cost per acquisition," compensates podcasters for every sale made through an affiliate link provided in the podcast.
• This model is suitable for podcasters with a smaller yet engaged audience, making it an excellent choice for independent and new podcasters.
• To assess profitability, consider assuming a 1% conversion rate among your listeners, and calculate the potential earnings based on the commission rate, e.g., 15% of a $50 product or service.

Value-Based Model

• Best for: Any podcaster with a highly engaged following
• In the value-based ad model, advertisers pay podcasters a flat rate for promoting their product or service on the podcast.
• Unlike CPM, where earnings are tied to download numbers, this model allows for potentially higher earnings even with a smaller audience.
• Providing significant value to brands is key in this method. While your listener numbers may not be astronomical, brands may recognize the value of a highly engaged and targeted audience, making this model effective for certain podcasters.

How to get sponsors for your podcast

Now finally to the main part—how to attract sponsors to your show? The most straightforward way is to contact brands directly. So all you have to do is to find brands that are relevant to your listeners, check what they sell, what they say, and figure which of their products/services might be a good fit for your listeners, and then reach out to them with your pitch.

This method, albeit the easiest one, has a few drawbacks, and the biggest one is that brands may never get back to you, so let's see what other ways you can leverage.

Distribute your show on every hosting platform

Selecting a podcast hosting service is a crucial step in establishing your podcast's online presence. These platforms (such as Transistor, Buzzsprout, or Podbean) provide a virtual home for your podcast and offer tools for creation, management, and monetisation of your show. We've made a dedicated guide on such platforms, so take a look for more details.

Join a podcast network

Exploring podcast networks is another avenue to amplify your podcast's visibility. Many networks allow you to list your show on their platform, sometimes at no cost. Potential sponsors frequent these platforms, searching for shows that align with their interests.

While this method is an excellent way to garner exposure, its effectiveness may vary, especially if your podcast is niche or still in the process of building a substantial audience. Joining some networks might be challenging as well, and they may request a percentage of your commission for connecting you with potential sponsors.

Despite these considerations, it's worth giving podcast networks a try. Examples of such networks include Wondery and PodcastOne, which have been successful in connecting podcasts with interested sponsors. This approach can be particularly beneficial as you explore different avenues to enhance your podcast's reach and potential for monetization.

Leverage podcast ad marketplaces

Podcast ad marketplaces act as the bridge between brands seeking ad space and podcasters looking to monetise their content. Brands can browse through a multitude of shows, identifying the ones that align with their objectives, and can then initiate contact with the creators to establish a partnership.

These marketplaces typically charge a commission ranging from 10% to 30% on your sales, and the competition for sponsors can be fierce.

🔴 Podcorn: The platform employs the affiliate model, making it accessible to all podcasters, regardless of download numbers. Their self-service platform facilitates podcast sponsorships, connecting independent creators with affiliates suitable for authentic endorsements. Podcorn takes a modest 10% cut of your ad revenue.

🔴 Gumball: Similar to Podcorn, Gumball operates on a CPM model and takes a higher commission (20%). Brands use filters to identify podcasts for host-read ad space purchases.

🔴 Acast: This marketplace functions as both a podcast network and an ad marketplace. Brands collaborate with creators to craft unique ads reaching their target audience. Podcasters read the ads, and Acast's CPM rate is $15 on a per-episode basis.

Create a professional podcast brand

Develop a professional-looking podcast with a well-designed logo, cover art, clear branding, and a polished website. A professional image can attract sponsors seeking credibility and professionalism.

What you want to do is developing tiered sponsorship packages that offer varying levels of exposure. This could include different ad placement options, mentions in show notes, or even dedicated episodes. Create a media kit that includes key information about your podcast, audience demographics, download statistics, and sponsorship packages. Make it visually appealing and easy to understand.

How much can you earn from podcast sponsors?

The potential earnings from podcast sponsors can vary widely based on factors such as the size of your audience, the niche of your podcast, the engagement level of your listeners, and the type of sponsors you attract. Generally, the larger your audience, the more attractive your podcast becomes to sponsors. Advertisers often pay based on the number of downloads or listens per episode. If you have a significant and engaged audience, you have the potential to command higher rates.

Podcasts that cater to specific niches or demographics are often more attractive to sponsors seeking to target a particular audience. If your podcast aligns with a niche that is in high demand, sponsors may be willing to pay more for access to that specific audience.

What else sponsors value is podcasts with engaged and loyal audiences. If your listeners are actively involved and responsive to your content and sponsor messages, sponsors are likely to see higher returns on their investment. This can lead to increased sponsorship opportunities and rates.

The type of sponsorship you offer can impact earnings. Direct sponsorships, where you work directly with advertisers, may result in higher earnings compared to programmatic advertising or affiliate marketing. Customised ad content and integrated sponsor messages tend to be more valuable to sponsors.

Ad rates can vary widely, and negotiating with sponsors is common. Some sponsors may offer a flat fee per episode, while others may prefer a cost-per-thousand (CPM) model based on the number of downloads. Negotiation skills play a crucial role in maximizing your earnings.

It's hard to provide an exact figure for potential earnings, as podcast sponsorships can range from a few hundred dollars per episode for smaller podcasts to thousands or even more for podcasts with substantial audiences and strong engagement.

🎁 Bonus: Podcast sponsorship pitch template

Subject: Exciting Opportunity for Collaboration: [Your Podcast Name] and [Sponsor]

Dear [Sponsor's Name or Company],

My name is [Your Name], and I'm the host/creator of [Your Podcast Name], a [brief description of your podcast and its niche]. I am reaching out to express my enthusiasm about the prospect of a potential partnership between our podcast and [Prospective Sponsor].

[Your Podcast Name] has been steadily growing and currently boasts [number of downloads or listeners per episode, any notable achievements, etc.]. Our audience is [describe your audience demographics and interests], making them an ideal match for your [products/services].

Why [Your Podcast Name] is a perfect fit for [Prospective Sponsor]:

• [Highlight a specific aspect of your podcast that aligns with the sponsor's brand or values.]
• [Emphasize any past successful collaborations or promotions you've undertaken.]
• [Mention any relevant awards, recognitions, or features your podcast has received.]

How We Can Collaborate:

We are open to various collaboration models to ensure mutual benefit. Here are a few ideas:

Custom Ad Integrations:

• Tailored ad content seamlessly integrated into our episodes to maximize engagement.

Dedicated Episodes or Series:

• Exclusive episodes or series focused on your brand or a specific theme.

Promotional Giveaways or Contests:

• Engage our audience with exciting giveaways or contests featuring your products/services.

Our Unique Selling Points:

• [Briefly highlight the unique aspects of your podcast, such as format, tone, or niche.]
• [Mention any special segments, recurring features, or unique audience engagement tactics.]

What's in it for [Prospective Sponsor]:

Targeted Reach:

• Direct access to our engaged audience that aligns with your target demographic.

Brand Visibility:

• Your brand prominently featured in our episodes, show notes, and social media platforms.

Metrics and Reporting:

• Detailed analytics and reports on the performance and impact of our collaboration.

I believe that a partnership between [Your Podcast Name] and [Prospective Sponsor] would be mutually beneficial, and I am eager to discuss this further at your earliest convenience. I am confident that our collaboration could significantly elevate [Prospective Sponsor]'s brand awareness and resonate positively with our dedicated audience.

Could we schedule a brief call or meeting to explore the exciting possibilities of working together? I am available at [your email address] or [your phone number].

Thank you for considering this opportunity, and I look forward to the possibility of a fruitful collaboration.

Best regards,

[Your Full Name]

[Your Podcast Name]

[Your Contact Information]