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If you are looking into advertising on podcasts, podcast advertising rates (or CPM — Cost Per Thousand) are probably top of mind.
Each month, Libsyn’s AdvertiseCast Marketplace publishes the prior month’s podcast advertising rates. This allows advertisers and podcasters to monitor market pricing, fostering insight into podcasting advertising as a monetization vehicle.
The data is derived from actual sales data across AdvertiseCast’s network of 3,000 shows, including more than 240 exclusive podcasts.
“Advertisers are seeing a steady climb in podcast reach and the frequency among the highly engaged people that
are listening. Amidst current economic headwinds and social media brand safety concerns, protecting and
maximizing ad investments has become top-of-mind for brands. Podcasting is rising to the challenge by meeting
marketers’ needs for stable returns,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “From
creative ideation and precision targeting to campaign management and execution, AdvertiseCast is helping to
create an effective, safe, and suitable environment for advertisers to tap the power of podcasting.”
Podcast Advertising Rates: High & Low
For November 2022, the average CPM rate was $24.76 for a 60-second ad spot. That figure is slightly up compared
to last month (October 2022 avg. CPM rate: $23.98) and has increased year-over-year (November 2021 avg. CPM
rate: $23.21) by just over 6%.
The three highest CPM categories in November based on delivered advertising were:
Kids & Family: $28
Science: $27
Technology and Health & Fitness: $26
Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible
CPM rates include Fiction, TV, and News, which averaged in the low twenties in November.
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.
It’s worth taking look to see if maybe podcast advertising might fit in nicely with your next promotional campaign!
