Podcast sponsorships: how to get podcast sponsors and set your sponsorship rates
Most podcasters wait to be discovered by an ad network, then hand over 20% to 40% of every deal for the privilege. You do not need a network to sell a host-read spot. You need a download number a brand can trust, a CPM that matches your genre, and somewhere a sponsor can find you and book.
Platform
commission
You keep
$
On a 30% marketplace you'd keep $, that's $ less.
Matched opportunities
· ·
$
In short
A podcast sponsorship is a paid deal where a brand pays a show to run an ad read, usually a host-read spot placed pre-roll (start), mid-roll (middle) or post-roll (end) of an episode. Podcast sponsorships are priced on CPM, the cost per 1,000 downloads: your rate equals your downloads in the first 30 days times the CPM, divided by 1,000. In 2026, typical US host-read CPMs run about $18 to $22 for a 30-second spot and $24 to $26 for 60 seconds, with pre-recorded network ads nearer $15 to $30 and premium host-read deals reaching $25 to $40. Mid-roll placements command 25% to 40% more than pre-roll or post-roll because the listeners still there are the most engaged. Genre moves the number more than size does: business and finance shows command $25 to $55 CPM while kids and family shows sit at $12 to $25. So a business podcast with 2,000 downloads per episode at a $35 CPM prices a mid-roll around $70 per episode, and sells sponsorships in multi-episode packages rather than one-offs. On Sponsorships you list your show, downloads and rate card so brands book you directly: membership is flat, commission is 0%, and the sponsor pays you directly because we never hold the money. All rate figures here are typical industry ranges, illustrative, not quotes.
Last updated July 2026
0%
commission on your sponsorship
$18 to $26
typical US host-read CPM in 2026
1,000
downloads per episode is enough to sell a spot
Why direct
Podcast sponsorships, without the middleman
Keep what the network would take
Podcast ad networks and managed marketplaces commonly take 20% to 40% of every booking. Here membership is flat and commission is 0%, so a $500 host read pays you the full $500 and the sponsor pays you directly.
Sell on your genre, not just your size
A 1,500-download business show can charge a higher CPM than a 15,000-download comedy show, because the audience is worth more per listener. Publishing your genre and audience profile alongside downloads is what justifies the rate.
Be findable when a brand is buying
Sponsors search for shows by category and audience. A listing with your downloads, CPM and available slots means a brand with budget can find you and book, instead of you emailing 40 companies and hearing back from none.
Sell packages, not single reads
One-off spots rarely work for sponsors, because podcast response builds on repetition. Offering a four to eight episode package raises your deal size and gives the brand the frequency it needs to see results, so it renews.
How it works
From listed to paid in four steps
Pull your 30-day download number
Sponsors price on downloads per episode in the first 30 days after release, not lifetime totals or subscriber counts. Take the average across your last 10 episodes from your host analytics, and be honest: an inflated number ends the relationship after one campaign.
Pick a CPM for your genre
Host-read 30-second spots typically run $18 to $22 CPM and 60-second spots $24 to $26. Business and finance shows justify $25 to $55; broad entertainment sits lower. Charge 25% to 40% more for mid-roll than pre-roll or post-roll.
Build a rate card and packages
Multiply downloads by CPM and divide by 1,000 to get your per-episode price, then bundle four to eight episodes into a package. Add options: a dedicated episode segment, a newsletter mention, a show-notes link, or a social post, each priced separately.
List your show and book direct
Publish your show profile, downloads, genre and prices so a sponsor can decide without a call. Agree the read, the talking points, the placement, the promo code and the air dates in writing, and the brand pays you directly.
The numbers
Typical US podcast sponsorship CPMs by placement and genre (2026 industry ranges, illustrative)
| Type | Typical CPM | What it is | Notes |
|---|---|---|---|
| Host-read 30 second | $18 to $22 | You read the copy in your own words | The standard for independent shows |
| Host-read 60 second | $24 to $26 | A longer read with more product detail | Higher rate for the extra airtime |
| Pre-recorded network ad | $15 to $30 | Brand-supplied audio dropped into the episode | Lower rate, less listener trust |
| Mid-roll placement | 25% to 40% above pre-roll | Placed in the middle of the episode | Most engaged listeners, highest demand |
| Business and finance shows | $25 to $55 | High-value B2B audience | Genre raises CPM more than audience size does |
| Kids and family shows | $12 to $25 | Broad consumer audience | Lower CPM band |
CPM means cost per 1,000 downloads. Your price equals downloads in the first 30 days times CPM divided by 1,000. Ranges are typical US 2026 market figures and vary by genre, audience quality and demand. These are illustrative benchmarks, not quotes or guarantees.
Who it is for
Who books podcast sponsorships here
Small and independent shows
At 500 to 2,000 downloads per episode you are below most ad network minimums, which is exactly why direct sponsorships matter. A niche show with an engaged audience can sell a package to a brand that would never reach it through a programmatic buy.
B2B and industry podcasts
If your listeners are accountants, developers, founders or operators, your CPM is set by who they are, not how many. Business and finance shows regularly command $25 to $55 CPM, and sponsors in those categories buy on audience fit rather than raw scale.
Shows leaving a network or agency
If a network is taking 20% to 40% of your ad revenue and routing you campaigns you did not choose, direct booking keeps the fee and the relationship. You set your own rates, approve every sponsor, and the brand pays you rather than the platform.
Questions
Podcast sponsorships questions people ask
How do you get podcast sponsors?
To get podcast sponsors, calculate your average downloads per episode in the first 30 days, set a CPM appropriate to your genre, and build a rate card with multi-episode packages. Then either pitch brands whose customers match your listeners or list your show where sponsors search. Shows under network minimums, roughly under 5,000 downloads, land deals fastest by approaching brands directly with a specific audience match rather than a raw download number.
How many downloads do you need to get a podcast sponsor?
You can sell a sponsorship at around 1,000 downloads per episode, and niche B2B shows sell below that when the audience is valuable enough. Most ad networks set minimums near 5,000 downloads per episode, which is why smaller shows do better selling direct. A 1,000-download show reaching software buyers is worth more to the right sponsor than a 20,000-download show reaching nobody in particular.
How much do podcast sponsorships pay?
Podcast sponsorships pay on CPM, the price per 1,000 downloads. In 2026, US host-read spots typically run $18 to $22 CPM for 30 seconds and $24 to $26 for 60 seconds, with business and finance shows reaching $25 to $55. A show with 2,000 downloads per episode at a $25 CPM earns about $50 per episode per spot, or roughly $400 for an eight-episode package.
What is a good CPM for a podcast?
A good CPM depends on genre more than size. Host-read 30-second spots average $18 to $22 and 60-second spots $24 to $26. Business, finance and technology shows justify $25 to $55 because the audience has buying power, while broad entertainment and kids shows sit at $12 to $25. Mid-roll placement earns 25% to 40% more than pre-roll or post-roll.
What is the difference between pre-roll, mid-roll and post-roll?
Pre-roll runs at the start of the episode, mid-roll in the middle, and post-roll at the end. Mid-roll commands the highest rate, typically 25% to 40% above the others, because listeners who reach the middle of an episode are the most committed and least likely to skip. Post-roll is the cheapest, usually $10 to $20 CPM, since drop-off is highest by the end.
Do I need a podcast ad network to get sponsors?
No. Ad networks bring demand but typically take 20% to 40% of each booking and often require 5,000 or more downloads per episode. Selling direct means you set your rate, approve each sponsor and keep the full fee. Many independent shows earn more from two direct sponsors they chose than from network fill at a lower effective rate.
Book it directly, keep the whole deal
List your audience or find the one you want to reach. Flat membership, 0% commission, payment straight between you and the other side.