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Podcast Advertising Examples - Featured Ad Reads

JUCK ON BUCKS: OHIO STATE FOOTBALL POD
JUCK ON BUCKS: OHIO STATE FOOTBALL POD
Ad read for Kalshi
The Sustainable Minimalists Podcast
The Sustainable Minimalists Podcast
Ad read for 1-800-GOT-JUNK
Wine & Crime
Wine & Crime
Ad read for Lola Blankets
Sibling Rivalry
Sibling Rivalry
Ad read for Airbnb
Girls Next Level
Girls Next Level
Ad read for The Collective
Throwing Fits
Throwing Fits
Ad read for Revolve
Space Nuts: Astronomy Insights & Cosmic Discoveries
Space Nuts: Astronomy Insights & Cosmic Discoveries
Ad read for NordVPN s.a
JUCK ON BUCKS: OHIO STATE FOOTBALL POD
JUCK ON BUCKS: OHIO STATE FOOTBALL POD
Ad read for Kalshi
Life Wide Open with CboysTV
Life Wide Open with CboysTV
Ad read for HIMS
World News Tonight with David Muir
World News Tonight with David Muir
Ad read for Progressive Insurance
The Kara Goldin Show
The Kara Goldin Show
Ad read for Rippling
10% Happier with Dan Harris
10% Happier with Dan Harris
Ad read for Warby Parker



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What type of podcast ads makes the most sense for me?

Criteria Best Podcast Ad Format
I want to control which shows run my ad? Host-Read
I want to geo target my ad based on a certain region, state, city, zip code, DMA? Programmatic
I need to reach a certain type of audience based on demographics? Host-Read or Programmatic
I want to reach a certain type of audience based on behavioral segments or psychographics? Looking to buy a car? Just purchased a new home? Just had a baby? Just got married? Programmatic
I want the biggest return on my investment Data shows Programmatic

Podcast Advertising Rates

Pricing of podcast ads simply comes down to the amount of downloads/impressions the podcast receives in the first 30 days and the CPM rate. What does CPM mean? CPM stands for Cost Per Mille (latin for 1,000) or in our case the cost you pay per 1,000 downloads (listens) of your podcast.
The overall average rate for baked-in podcast host read ads are:
60 second spots: $24-26 CPM
30 second spots: $18-22 CPM
To calculate how much you can charge for your ad spots, here's the quick equation:
Cost = Reach * CPM / 1000
Or you can always use our calculator tool.
Now when you expand outside of baked-in host read ads, CPMs can vary. We've put together this table to help you better understand CPM rates across many different types of podcast ad units.
Podcast Ad Unit Cost (CPMs) Description Placement Targeting Capabilities
Baked-In Host Read $24-$26 30 or 60 Second Host-Read. Ad stays in that particular episode forever. Pre or mid-roll spot on NEW episode Target a specific podcast and episode
Dynamic Episodic $18-$22 30 or 60 Second Host-Read or Pre-Produced Ad. Ad is dynamically inserted into the new episode. Pre or mid-roll spot on NEW episode Target a specific podcast and episode
Dynamic Full/Back Catalog $14-$16 30 or 60 Second Host-Read or Pre-Produced Ad. Ad is dynamically inserted into any episode within the entire catalog. Pre or mid-roll spot on ANY episode in catalog Target specific podcasts, time frame, or genre/category of shows
Programmatic $12-$15 30 or 60 Second Pre-Produced Ad. Ad is programmatically delivered in many different podcasts. Pre or mid-roll spot on ANY episode Target GEO (City, State, Zip, DMA, Lat/Long, POI) demographics, behavioral, time frames, etc
Then we went a step further on the second table to show CPM rates broken down by podcast genre/category. Note these are only for baked-in host read ads.
Podcast Category CPM Rate
Business $30
Health & Fitness $27
Technology $26
Education $26
Fiction $24
Science $23
Comedy $23
Society & Culture $23
Games $22
Leisure $22

Pricing Calculator

Determine an estimate on how much it will cost to run your next podcast advertising campaign.
Listener Reach?
How many Ad Spots? CPM Rate Industry Avg. $25

Estimated Cost

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