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.
“New industry reports indicate that podcast advertising is one of the top channels for marketers looking to achieve both brand marketing and performance marketing objectives. Via a single medium, they can amplify consumers’ brand awareness and affinity, as well as boost their searches and purchase intent,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “It’s evident that podcast advertising is the place to be. The next step for marketers is to work with a dynamic marketplace like AdvertiseCast to confidently roll out their digital audio campaigns in relevant, brand-suitable environments.”
For October 2022, the average CPM rate was $24.24 for a 60-second ad spot. Compared to last month (September 2022 avg. CPM rate: $24.15), that figure is fairly steady and has increased year-over-year (October 2021 avg. CPM rate: $23.48).
Podcast Advertising Rates: High & Low
The three highest CPM categories in October based on delivered advertising were:
- Kids & Family: $28
- Technology: 27
- True Crime: $27
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 October.
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!
