If you are looking into advertising on podcasts, podcast advertising rates (or CPM — Cost Per Thousand) are probably top of mind. To this end, we give you February 2023 Podcast Advertising Rates.
Each month Libsyn’s AdvertiseCast Marketplace publishes the prior month’s rates to allow advertisers and podcasters to monitor market pricing and to foster insight into podcasting advertising as a monetization vehicle.
The data is derived from actual sales data across AdvertiseCast’s network of 2,900 shows, including more than 225 exclusive podcasts.
“Programmatic accounts for just 2% of total podcast ad revenues. While this is still nascent, in the last six months, Advertisecast is experiencing growing adoption of our Libsyn Auto Ads solution as more brands and agencies seek to buy podcast advertising programmatically like they purchase other digital ads,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “What sets our open marketplace apart is our ability to bring together content, audience, technology, and transparency to deliver meaningful results for advertisers.”
AdvertiseCast February 2023 Podcast Advertising Rates
For February 2023, the average CPM rate was $22.04 for a 60-second ad spot. That figure is down approximately 1% compared to last month (January 2023 avg. CPM rate: $22.28) and has decreased year-over-year (February 2022 avg. CPM rate: $23.25).
“Although the podcast ad market remains resilient, we are seeing a couple of factors pushing rates down for us,” said Hanley. “Given the market uncertainty, we are working aggressively with our agency and brand partners to offer them great value. In addition, our network has gone upmarket, representing several larger podcasts. This carries natural rate compression and those large audiences carry more weight in our calculations.”
The three highest CPM categories in February based on delivered advertising were:
- Technology: $27
- Education: $25
- Kids & Family: $25
Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include Music, Leisure, and Fiction, which averaged around the low twenties in February.
Libsyn’s AdvertiseCast Marketplace combines an industry-leading ad buying and management platform with full-service capabilities that make it easy for podcast advertisers to initiate and manage highly targeted and measurable campaigns while providing maximum return for creators.
Historical data dating back to 2020 can be found on the AdvertiseCast site, along with a pricing calculator that allows you to estimate the spend for your next advertising campaign.
Interested in podcast advertising? Connect with our team and get started here.