Average podcast ad pricing in 2024
Podcast advertising is extremely lucrative for many businesses. In recent years, podcast advertising in the United States generated more than $1.8 billion in revenue.
Keep reading to learn how much you should expect to budget for podcast ads in 2024.
How much do podcast ads cost?
In 2024, you can pay anywhere from $12-$15,000 for a podcast ad. The wide range in price depends on factors like your ad length, placement, and the specific podcast or network you advertise on.
Podcast pricing models
Podcasts use different pricing models to charge for advertisements on their shows. The pricing model will impact the total cost of your podcast advertising campaign. These are the three pricing models for podcast advertising:
- Cost per mile (CPM): Podcast ads are typically priced by CPM. The CPM or cost per thousand impressions is the amount you’ll spend for every 1000 listens, downloads, or podcast subscribers.
- Cost per acquisition (CPA): Podcast ads priced under the CPA model charge a pre-determined amount for every new customer you gain from that podcast.
- Flat fee: Although uncommon, some hosts charge one flat fee to advertise on their podcasts.
Podcast ad placements
Podcast ad placement determines when your ad will play during the episode. Here are the three podcast ad placements you can choose from:
Pre-roll ads
Pre-roll ads play in the first 10% of the podcast episode and are usually only 30 seconds long.
They grab attention at the beginning when podcasts have the most listeners, so they are a bit more expensive than post-roll ads.
Mid-roll ads
Mid-roll ads play in the middle of the podcast episode and are usually longer — about 90 seconds.
The longer format lets you pack in more information about your products and services.
Since mid-roll ads are longer, they also cost more.
Post-roll ads
Post-roll ads play near the end of the podcast episode and are usually only 30 seconds long.
Placing an ad at the end of a podcast is considered risky since many listeners won’t stick around until the end. However, you will capture the most enthusiastic listeners most likely to convert.
Post-roll ads are often slightly cheaper — a cost-effective option for a limited budget.
Factors that impact podcast ad rates
The main factors that influence podcast advertising costs include:
1. Ad length
Most podcast ad spots are 15 seconds, 30 seconds, or 60 seconds long. Longer ads are typically more expensive.
2. Audience size
Podcasts with a larger audience often charge more per advertisement. Podcast audiences are typically measured by the number of subscribers or downloads over the past month.
3. Placement
Ads placed near the beginning of a podcast cost more than ads near the end of the episode.
4. Campaign Length
Some podcasts will offer lower rates if you agree to advertise on multiple podcast episodes or an entire season.
5. Demand
If you’re negotiating for the same podcast ad spot as multiple other businesses, the host will choose the highest bidder.
6. Host
Ultimately, podcast hosts can charge whatever they want for an advertisement on their show. You have to decide if their fees are worth it for your business.
How much do podcast ads cost?
Here are the standard rates for podcast advertisements using the CPM pricing model (cost per 1000 impressions) for the most common ad lengths:
| Listens or downloads | 15-second ad | 30-second ad | 60-second ad |
| 1000 | $12.50 | $18.00 | $25.00 |
| 5000 | $62.50 | $90.00 | $125.00 |
| 10,000 | $125.00 | $180.00 | $250.00 |
| 20,000 | $250.00 | $360.00 | $500.00 |
| 50,000 | $625.00 | $900.00 | $1250.00 |
| 100,000 | $1250.00 | $1800.00 | $2500.00 |
| 500,000 | $6250.00 | $9000.00 | $12,500.00 |
Here are the standard rates for podcast advertisements using the CPM pricing model (cost per 1000 impressions) for the most popular ad placements:
| Listens or downloads | Pre-roll | Mid-roll | Post-roll |
| 1000 | $15.00 | $30.00 | $10.00 |
| 5000 | $75.00 | $150.00 | $50.00 |
| 10,000 | $150.00 | $300.00 | $100.00 |
| 20,000 | $300.00 | $600.00 | $200.00 |
| 50,000 | $750.00 | $1500.00 | $500.00 |
| 100,000 | $1500.00 | $3000.00 | $1000.00 |
| 500,000 | $7500.00 | $15,000.00 | $5000.00 |
Types of podcast ads
Podcast advertising comes in several forms to help you get your message across. Here are the different types of podcast ads you can invest in:
Pre-recorded ads
Pre-recorded podcast ads are audio commercials produced by the advertiser. They typically feature a voice-over artist instead of the podcast host.
With pre-recorded ads, you create the script to ensure consistency across multiple episodes or completely different podcasts. You also control the tone and quality of the commercial.
Pre-recorded ads stick out from the rest of the episode. Luckily, podcast listeners are often driving their car or getting ready for the day and rarely have a free hand to skip ads.
Host-read ads
As the name implies, the podcaster reads host-read ads during a short break in the episode. You typically have the option to write a script, outline key points, or allow the podcaster to promote your business in their own words.
Host-read ads are the most common type of podcast advertisement because they are the most personal. They sound more authentic and match the rest of the episode. For listeners, it’s like receiving a product recommendation from a good friend.
Branded podcast
A branded podcast — or branded content — is a segment or entire podcast episode dedicated to your brand or industry. Branded podcasts are less common but highly effective at spreading brand awareness.
You might think of a branded podcast as a long sales pitch. However, it’s more like an informational narrative that still provides value to listeners. For example, the host might discuss your business’s unique history or how you overcame a specific challenge.
Podcast ad delivery methods
The two most popular podcast ad delivery methods are:
Baked-in
Baked-in advertisements are often delivered by the host and permanently added to the podcast recording. You can script baked-in ads or leave it up to the podcaster to review and promote your business.
Baked-in ads sound more natural coming from the voice of a trustworthy host, so they stick out less than a pre-recorded ad.
Since baked-in ads last forever, they are typically more expensive.
Dynamic
Dynamic advertisements — or dynamic insertion ads — are recorded separately from the original podcast and inserted after editing.
With dynamic ads, you can adjust or replace your commercial over time, so the messaging is always relevant, no matter when the episode was published.
If an ad performs poorly, you can quickly replace it to ensure the highest return on your investment.
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