How Podcast Sponsors Work

Podcast sponsorship is a popular monetization strategy for podcasters, allowing them to generate revenue by partnering with companies that are interested in reaching their audience. This article will explore the different sponsorship models, types of podcast advertisements, sponsorship placement, and methods for finding podcast sponsors.

Sponsorship Models

Podcast sponsorships can operate on various models, depending on the goals and preferences of both the podcast host and the sponsor. Here are the three common sponsorship models:

Affiliate Sponsorship: Under this model, podcast hosts earn a commission or fee for each customer they refer to the sponsor. This is typically accomplished through the use of promo codes or special URLs provided by the sponsor. The host’s compensation is directly linked to the number of new customers they generate.
Cost Per Mille (CPM) Sponsorship: In this model, podcast hosts are paid based on the number of downloads their episodes receive. The payment is calculated per thousand downloads, and the rate is agreed upon between the host and the sponsor. CPM sponsorship is a popular choice because it allows sponsors to reach a specific number of listeners.
Value-Based Sponsorship: With value-based sponsorship, podcast hosts negotiate a flat rate with the sponsor, irrespective of the number of downloads. This model focuses on the value the podcast brings to the sponsor, such as brand exposure, target audience alignment, or content relevance. The compensation is determined by the mutually agreed-upon value rather than performance metrics.

Types of Podcast Advertisements

When it comes to podcast advertisements, there are two primary types:

Host-Read Ads: Host-read ads involve the podcast host reading a scripted advertisement and incorporating it into the audio of the episode. Sometimes, sponsors allow hosts to add their personal touch to the script, enhancing authenticity and connection with the audience.
Dynamically Inserted Ads: Dynamically inserted ads are pre-recorded advertisements that are inserted into the podcast episode through an ad server. These ads can be switched out based on factors such as the listener’s location or the time they listen to the episode. Dynamically inserted ads offer flexibility for sponsors in targeting specific audiences.

Sponsorship Placement

The placement of podcast advertisements within an episode can vary. Here are the three common types of sponsorship placement:

Pre-Roll Ad: A pre-roll ad is played at the beginning of the episode, typically lasting around 15 seconds. This placement ensures that the sponsor’s message is delivered to listeners right at the start.
Mid-Roll Ad: A mid-roll ad is a longer advertisement played in the middle of the episode, often during a break between segments. This placement allows for more detailed messaging and can capture listeners’ attention during the episode.
Post-Roll Ad: A post-roll ad is played at the end of the episode, usually lasting between 15 to 30 seconds. While post-roll ads can be effective, they may have a slightly lower engagement compared to pre-roll and mid-roll ads.

Finding Podcast Sponsors

Podcasters have several avenues to explore when it comes to finding sponsors for their podcasts. Here are three common methods:

Join a Podcast Network: Podcast networks can provide podcasters with access to a network of sponsors. By joining a network, podcasters can benefit from the network’s established relationships and connections with potential sponsors.
Reach Out to Potential Sponsors: Podcasters can proactively reach out to companies they believe would be a good fit for sponsorship. This approach requires research and understanding of the target sponsors’ products, services, and target audience. Personalized pitches can be effective in showcasing the alignment between the podcast and the sponsor’s brand.
Use Sponsorship Platforms: There are dedicated sponsorship platforms, such as Acast, that connect podcasters with potential sponsors. These platforms provide opportunities for podcasters to create profiles and make themselves available to sponsors actively seeking podcast partnerships.

In conclusion, podcast sponsorships offer podcasters an avenue to monetize their content while providing sponsors with a targeted and engaged audience. Understanding the different sponsorship models, types of podcast advertisements, sponsorship placement options, and methods for finding sponsors can help podcasters navigate the world of podcast sponsorship more effectively.

Sources

How to Get Podcast Sponsorships [Tips + Free Pitch Template]. Available at: https://riverside.fm/blog/podcast-sponsorship
How to Get Podcast Sponsors: Complete Guide [2023]. Available at: https://www.acast.com/blog/podcaster-resources/how-to-get-podcast-sponsors-complete-guide-2023%EF%BF%BC
Podcast Sponsorship: Pros, Cons, Costs, & Where to Start. Available at: https://www.thepodcasthost.com/monetisation/how-to-do-podcast-sponsorship/

FAQs

What are the different sponsorship models for podcast sponsorship?

There are three common sponsorship models:

Affiliate Sponsorship: Podcast hosts earn a commission or fee based on the number of new customers they generate for the sponsor.
Cost Per Mille (CPM) Sponsorship: Podcast hosts are paid based on the number of downloads their episodes receive.
Value-Based Sponsorship: Podcast hosts negotiate a flat rate with the sponsor, regardless of the number of downloads.

What are the types of podcast advertisements?

The two primary types of podcast advertisements are:

Host-Read Ads: The podcast host reads a scripted ad and inserts it into the audio of the episode.
Dynamically Inserted Ads: These ads are inserted through an ad server and can be switched out based on the listener’s location or when they listen to the episode.

What are the different placements for podcast sponsorships?

The three common sponsorship placements are:

Pre-Roll Ad: Played at the beginning of the episode, usually lasting about 15 seconds.
Mid-Roll Ad: A longer ad played in the middle of the episode, usually in a break between segments.
Post-Roll Ad: Played at the end of the episode, usually lasting 15-30 seconds.

How can podcasters find sponsors for their podcasts?

Podcasters can find sponsors through various methods:

Joining a Podcast Network: Podcast networks can connect podcasters with sponsors more easily.
Reaching Out to Potential Sponsors: Podcasters can directly contact companies they believe would be a good fit for sponsorship.
Using Sponsorship Platforms: Platforms like Acast provide opportunities for podcasters to make themselves available to sponsors.

How do affiliate sponsorships work?

Under the affiliate sponsorship model, podcast hosts earn a commission or fee for each customer they refer to the sponsor. This is typically done through the use of promo codes or special URLs.

How are podcast hosts compensated in CPM sponsorships?

In CPM sponsorships, podcast hosts are paid based on the number of downloads their episodes receive. The payment is calculated per thousand downloads.

What is value-based sponsorship?

Value-based sponsorship involves podcast hosts negotiating a flat rate with the sponsor, regardless of the number of downloads. This type of sponsorship focuses on the value the podcast creates for the sponsor.

What are the advantages of dynamically inserted ads?

Dynamically inserted ads offer flexibility as they can be switched out based on factors such as the listener’s location or the time they listen to the episode. This allows sponsors to target specific audiences more effectively.