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Podcast Advertising Examples - Featured Ad Reads

The LOL Podcast
The LOL Podcast
Ad read for Liquid IV
10% Happier with Dan Harris
10% Happier with Dan Harris
Ad read for Fast Growing Trees
The Viall Files
The Viall Files
Ad read for IM8
Warchant Podcasts featuring Seminole Headlines
Warchant Podcasts featuring Seminole Headlines
Ad read for Thrive Market
Tosh Show
Tosh Show
Ad read for Upside
Wine & Crime
Wine & Crime
Ad read for David Protein
A Date With Dateline
A Date With Dateline
Ad read for Remi
Wine & Crime
Wine & Crime
Ad read for Quo (OpenPhone)
Lore
Lore
Ad read for Mint Mobile
The Viall Files
The Viall Files
Ad read for Bilt
Success Story
Success Story
Ad read for Anthropic
Combat Story
Combat Story
Ad read for PocketHose



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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 Libsyn Ads Avg. {{ getCurrentRateForReachAndLength(reach, 60) | my-currency }}
Industry Avg. $25

Estimated Cost

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