Creating a podcast requires a significant investment of time, energy, and, occasionally, personal funds. From buying a mic to editing and uploading episodes, every step requires effort. It’s understandable to seek compensation for your efforts. That’s where podcast sponsorships come in.
In 2024, there are over 500 million podcast listeners worldwide (source: WiredClip). Brands know this. That’s why more companies are now paying podcast hosts — just like you and me — to talk about their products. I’ve seen it happen with big shows, small shows, and even niche ones with just a few hundred downloads.
Whether you’re a student, entrepreneur, teacher, or just a passionate speaker, if you’ve got a mic and a growing audience, sponsorship is possible.
What Is Podcast Sponsorship?
Podcast sponsorship simply means a company pays you to talk about them on your podcast. You give them a shoutout, run an ad, or sometimes even dedicate a whole episode to their brand.
Types of podcast sponsorships you’ll come across:
- Pre-roll: A short ad at the beginning of your episode
- Mid-roll: A longer ad in the middle (this usually pays the most)
- Post-roll: A quick message at the end of your episode
- Sponsored segment: A longer part of the show that focuses on the sponsor’s product or service
If the sponsor makes sense for your audience, everybody wins.
Why Podcast Sponsorships are a Big Deal
Podcast sponsorships give you something valuable: money without losing creative control.
Here’s why they matter:
- You get paid to keep creating
- Your podcast feels more professional
- Your audience learns about helpful products
- You can reinvest in better gear, editing, or promotion
Many small creators I know started with $10–$50 per episode. Over time, that grew into steady income.
How Do You Get Podcast Sponsors?
It’s not about luck. It’s about being ready. Here’s what worked for me (and others I’ve helped):
#1. Know Your Audience
Sponsors don’t care if you have 10K listeners. They care if your audience is engaged and specific.
Ask yourself:
- Who listens to my podcast?
- What do they care about?
- What do they buy?
When I was helping a health podcast, we found a sponsor selling natural supplements — a perfect fit.
#2. Make a Simple Media Kit
Think of this document as your podcast’s CV. Include:
- Your show name and niche
- How many listeners/downloads do you get
- Where your listeners are from
- A few sponsorship options (e.g., $25 for pre-roll, $50 for mid-roll)
- Your contact info
No need for fancy design — just clear info.
#3. Reach Out to Brands
Don’t wait for sponsors to find you. Go to them.
Look at small businesses, creators, or services your audience already loves. Send a short pitch like
“Hi, I host a podcast called [name], focused on [topic]. I think your product would really interest my listeners. Would you be open to a shoutout partnership?”
#4. Use Sponsorship Platforms
If cold outreach feels scary, try these tools:
- Podcorn (popular with smaller creators)
- Gumball
- AdvertiseCast
These sites connect podcasters with brands looking for ad space.
How Much Can You Make from Podcast Sponsorships?
Podcast sponsorships are usually priced by CPM — cost per 1,000 downloads.
Here’s the basic breakdown:
- Pre-roll: $15–25 per 1,000 downloads
- Mid-roll: $25–50 per 1,000 downloads
- Post-roll: $10–20 per 1,000 downloads
Let’s say you get 2,000 downloads per episode. A mid-roll ad could earn you between $50 and $100. Add a pre-roll and post-roll, and you’re looking at over $150 an episode for a show with just 2K listeners.
Some sponsors also offer flat fees or affiliate deals (you get paid when someone buys through your link).
What Kind of Podcast Sponsorships Can You Try?
There’s no one-size-fits-all approach to podcast sponsorships. You can mix and match depending on your audience size, niche, and comfort level. Below are the four major types — each with its own vibe, payout style, and effort level.
#1. Host-Read Ads
This is the most personal and powerful form of sponsorship.
You (the host) read the ad in your own voice during the episode. It can be scripted by the brand, but the best results come when you personalise it.
Example:
“This episode is sponsored by FreshBrew. I’ve been using their coffee for weeks, and it’s honestly become part of my morning routine. Use code POD10 for 10% off.”
Why it works:
- Feels like a recommendation from a trusted friend
- Builds a genuine connection between brand and audience
- Performs better than generic ads (according to Nielsen, host-read ads drive 71% better brand recall than voice-overs)
Best for:
Podcasts with a loyal listener base, even if small. Works especially well if you’ve used the product or service yourself.
Downside:
- You need to take time to record it
- If you don’t believe in the brand, your audience will notice
#2. Programmatic Ads
The “set it and forget it” method.
These are automatically inserted ads, similar to YouTube or Spotify ads. You choose ad slots in your episode (beginning, middle, or end), and a platform inserts ads from paying advertisers.
How it works:
- Use platforms like Spotify’s Megaphone, Acast, or Buzzsprout Ads
- You make money based on impressions or CPM
- You don’t need to record anything yourself
Why it works:
- Totally hands-off
- Works well for shows with a high volume of traffic
- Can start earning even if you don’t have direct sponsors
Best for:
Medium to large podcasts, or those who want passive ad income.
Downside:
- Less personal = less effective
- You can’t always control the type of ads inserted
- Listeners might skip them
#3. Affiliate Partnerships
No upfront payment, but real earning potential.
You promote a product using a unique link or code. If someone buys through your link, you get a commission.
Example:
“Check out Descript — the tool I use to edit this podcast. If you sign up through my link in the description, I get a small commission, and you support the show!”
Why it works:
- You earn based on performance
- Brands don’t need a budget up front
- You can stack multiple affiliate deals in your episodes
Best for:
Creators with a strong community or niche audience. Especially useful if your content is educational, how-to, or product-focused.
Downside:
- Earnings can be inconsistent
- If no one buys, you make nothing
- Requires trust — only promote products you stand by
#4. Branded Episodes/Sponsored Segments
These are full-on collaborations with a brand.
A brand pays you to dedicate part or all of an episode to their product or mission. You may co-develop the content or simply mention them throughout.
Example:
“Today’s episode is brought to you by Skillspace — an online learning hub. In this episode, we’re diving into productivity tips for remote workers, powered by Skillspace.”
Why it works:
- You get a flat fee — no CPM guessing
- Can be deeply integrated with your theme
- Gives you freedom to be creative and collaborative
Best for:
Podcasts with an established format, a clear niche, and a strong listener connection. Also great for businesses creating internally branded podcasts.
Downside:
- Takes more planning and negotiation
- The episode must still feel authentic, or it’ll turn listeners off
- Might require script review or approval by the brand
Bonus: Mix It Up
Many podcasters use a hybrid approach. For example:
- Start with affiliate links while growing
- Add host-read ads once you gain traction
- Offer branded content to bigger partners
This layered strategy gives you flexibility and allows you to monetise at different levels of growth.
Best Practices (from my experience)
- Only promote stuff you believe in. Your audience can tell if it’s fake.
- Don’t start with high rates. Grow your show, then raise prices.
- If you’re new, offer a discounted trial sponsorship to get your first partner.
- Use tracking links to show sponsors real results (even if it’s just clicks or leads).
- Keep it short. Nobody likes long, boring ads.
How Many Listeners Do You Need to Get Podcast Sponsors?
Most people think you need to be the next Joe Rogan or have 100,000 downloads per episode before sponsors come knocking. That’s not true.
Here’s the real deal:
You can get sponsors with as little as 500 to 5,000 downloads per episode — what we call a “micro-podcast.” Why? Because brands today don’t just care about reach, they care about relevance.
If your podcast speaks to a specific audience (like “marketing for dentists” or “mental health for Gen Z”), sponsors in that niche are far more likely to say yes — even if your numbers aren’t massive.
It’s all about engagement and alignment:
- Do your listeners trust you?
- Do they take your recommendations seriously?
- Is there a clear connection between what you talk about and what the sponsor sells?
Example:
A podcast with only 1,200 listeners per episode but focused on pet nutrition got a long-term deal with a speciality dog food brand. Why? Because their audience was the brand’s exact target — pet parents who care deeply about what they feed their animals.
How Do I Price Podcast Sponsorships Fairly?
Figuring out what to charge for ads can be confusing, especially when you’re just starting out.
The most common pricing model is“ CPM—“Cost Per Mille” (or cost per 1,000 downloads).
Here’s a general guide:
| Ad Type | CPM Range | Example: 1,000 downloads |
|---|---|---|
| Pre-roll | $15–$25 CPM | $15–$25 |
| Mid-roll | $25–$50 CPM | $25–$50 |
| Post-roll | $10–$20 CPM | $10–$20 |
If you get 2,000 downloads per episode and you include a mid-roll ad, you could charge $50–$100 just for that one slot.
Flat-rate deals:
Instead of CPM, some podcasters charge a fixed rate (e.g., $100 per episode), especially when dealing with smaller brands or niche sponsors.
Affiliate deals:
You promote a brand, and instead of charging upfront, you get paid based on sales made through your unique link or code. This works best when your audience trusts your recommendations.
Pro tip: Always offer a trial price or first-time package when you’re starting out. It helps you build a track record, and you can raise rates later.
Want to get specific?
You can use free podcast ad calculators like AdvertiseCast’s Calculator to test your potential earnings.
Where Can I Find Podcast Sponsors?
There are more ways to find sponsors today than ever before. You don’t have to wait for a brand to find you — you can go looking for them.
Start with these sponsorship platforms:
- Podcorn – Great for small to mid-sized podcasters. You can pitch directly to brands, even if you’re just starting.
- Gumball – Connects creators with advertisers, especially if you have consistent episodes and listener stats.
- AdvertiseCast – One of the largest ad marketplaces. They also offer dynamic ad insertion.
- Spotify Megaphone – More useful for shows already hosted or distributed through Spotify.
- RedCircle – Focuses on growth tools, monetisation, and host-read sponsorships.
Also consider:
- Local businesses (gyms, coffee shops, clinics, etc.)
- Niche brands that match your topic
- Friends or collaborators with products, events, or courses
- Online brands in your field (e.g., digital tools for tech podcasters)
Start small. Even a $50 sponsorship can open the door to more serious partnerships.
What Should I Include in My Podcast Media Kit?
Your media kit is like a resume for your podcast. It helps sponsors understand your value at a glance.
Here’s what to include:
#1. Podcast Name, Logo, and Tagline
Keep this part simple and visually clean. Your tagline should quickly describe what your podcast is about.
Example:
Name: Side Hustle Stories
Tagline: Real conversations with people building businesses after 9–5.
#2. About the Host(s)
A short paragraph about you. Include your background, why you started the podcast, and what makes your voice unique.
#3. Audience Demographics
This section is crucial. If you don’t have survey data, use your podcast hosting platform or Spotify analytics.
Mention things like:
- Age range
- Location (Top 5 countries or cities)
- Gender breakdown
- Interests (tech, parenting, fitness, etc.)
Bonus tip: Include a listener testimonial to build trust.
#4. Podcast Stats
Include:
- Average downloads per episode (30-day window is standard)
- Total number of episodes
- Publishing frequency (e.g., weekly, biweekly)
- Top-performing episodes (titles + stats)
#5. Sponsorship Packages or Options
Make it easy for a brand to pick what works for them.
Example:
Pre-roll ad: $30
Mid-roll ad: $60
Branded segment: $100
Affiliate-only deal: Available on request
Include whether you offer host-read, scripted, or programmatic options.
#6. Contact Info
End the kit with your name, email, and preferred method of communication (some brands prefer forms or LinkedIn).
What Mistakes Should I Avoid With Podcast Sponsorships?
It’s exciting to land your first sponsor, but if you’re not careful, that same deal could turn off your audience — or worse, ruin your credibility.
Here are some common sponsorship mistakes you should avoid:
#1. Promoting Random or Unrelated Brands
If you’re running a podcast about mental health and suddenly you’re promoting pet insurance or crypto tokens, your audience will be confused.
Fix: Only work with brands that align with your niche, values, or your listeners’ lifestyle.
#2. Saying Yes Just for the Money
It’s tempting — especially when you’re just starting — to accept any offer that comes your way. But a bad brand fit can lead to a loss of trust.
Fix: Ask yourself, “Would I use this product or recommend it to a friend?” If not, say no.
#3. Overloading Episodes With Ads
Too many ads can feel overwhelming. If you pack three ads into a 10-minute episode, listeners will likely bounce.
Fix: Stick to 1–2 ads per episode, depending on length. Space them out naturally (e.g., pre-roll and mid-roll).
#4. Not Delivering Value to Sponsors
If a sponsor pays you for 3 mentions and you barely squeeze in 1 rushed shoutout, that’s a problem. Likewise, if you don’t track performance or provide feedback, they may not return.
Fix: Be professional. Communicate, overdeliver when possible, and treat each sponsor like a long-term partner.
#5. Ignoring Listener Feedback
If your listeners hate the way you present ads — or feel like the ads have taken over the content —they’ll speak up (or silently leave).
Fix: Keep an eye on episode stats, email replies, and social DMs. If ad complaints come up, take them seriously and adjust your approach.
Can You Use Podcast Sponsorships With Video Podcasts?
Yes — and you should. If you’re publishing video episodes on YouTube or social media, sponsors can gain double the exposure from one deal.
Here’s how to make podcast sponsorships work in both formats:
#1. Host-Read Ads Work in Both
Just like in audio, you can speak directly to your audience in the video. But now, your face and voice together build even more trust.
Example:
“Quick shoutout to SkillFlow, our sponsor for today’s episode. I’ve been using their tools to organise this very interview.”
#2. Visual Integration (Lower-Thirds, Overlays, Logos)
Add sponsor logos or banners to the screen during the ad segment. These can show up as:
- Floating text in the bottom corner
- Full-screen overlays
- Branded intros or outros
- Sponsored product placements (e.g., a drink bottle on your desk)
#3. Affiliate Links in Descriptions
Whether it’s Spotify or YouTube, you can drop clickable links in your episode description. Always include a tracking link or discount code to monitor performance.
Bonus:
If your YouTube is monetised, you can earn both AdSense and sponsorship revenue on one episode.
How Do You Track the Performance of Podcast Sponsorships?
Sponsors want to know, “Did my ad work?” Your job is to help them answer that with data, even if you’re a small creator.
Here’s how to track ad performance like a pro:
#1. Use Unique Discount Codes
Give each sponsor a specific code, like GROW10 or MYSHOW15. Mention it clearly in the episode and description.
Why it works: It’s easy to track and lets the brand see results directly.
#2. Use Click Trackers
Create custom links using
- Bitly
- Rebrandly
- Pretty Links (for WordPress sites)
This lets you see how many people clicked your links, even if they didn’t buy anything.
#3. Monitor Episode Downloads
Platforms like Spotify for Podcasters, Apple Podcasts, and Buzzsprout let you track
- Downloads per episode
- Listener retention
- Where listeners drop off
Use this data to see if sponsor-heavy episodes perform differently from regular ones.
#4. Third-Party Tools for Bigger Shows
If you’re scaling up, tools like Chartable, Podsights, and Podscribe offer advanced tracking.
- Cross-platform analytics
- Attribution reports
- Listener demographics
These tools help you prove value and justify higher rates over time.
Can You Lose Listeners from Too Many Ads?
Yes. Just like you skip YouTube videos with 5 ads, your listeners will lose patience if they feel “sold to” too often.
#1. Fewer, Better Ads Perform Better
But monetising doesn’t mean sacrificing loyalty. You just need the right balance.
A single authentic, host-read ad will often convert better and annoy fewer people than 3 generic programmatic ones.
Solution: Be selective. One good ad can pay more than three bad ones.
#2. Time and Place Your Ads Strategically
- Pre-roll: Easy to skip, so keep it short
- Mid-roll: More valuable but should feel natural — like a break in the conversation
- Post-roll: Good for bonus plugs, but engagement is lower here
If you’re doing longer episodes, break them naturally and place ads where they don’t interrupt a juicy topic.
#3. Keep It Conversational
Avoid robotic ad reads. Add a personal anecdote or funny line.
Example:
“I’m not saying this coffee saved my life… but I haven’t missed a recording day since I started drinking it.”
When ads are entertaining or useful, people are more likely to listen through.
Can Independent Podcasters Compete With Networks?
Absolutely — and in some ways, you have the upper hand.
#1. You Have Direct Relationships
Networks may have reach, but indie podcasters often have more trust. Your listeners know you, not a hired voice or corporate studio.
Sponsors love that because trusted hosts = better conversion.
#2. Niche Shows Convert Better
While networks go broad, you can go deep.
A podcast about “vegan cooking for Nigerian moms” may only have 2,000 listeners, but for the right brand, that’s gold.
#3. You’re More Flexible
Independent creators can:
- Set their own prices
- Offer custom ad packages
- Work with local or unconventional brands
- Start with affiliate marketing or small deals
Big networks often require minimum spend or long contracts. You don’t.
Key Takeaways
- You don’t need a million downloads to get sponsors — just a clear niche and engaged listeners.
- A simple media kit can open big doors.
- Platforms like Podcorn and Gumball make finding sponsors easier.
- Know your worth, but don’t overcharge too early.
- Build trust — with sponsors and your listeners — and money will follow.
Conclusion
Podcast sponsorships can turn your voice into a real business. With the right approach, even small shows can get paid, grow faster, and deliver more value to their listeners. Whether you’re a filmmaker, coach, student, teacher, or entrepreneur, there’s a brand out there looking for a voice like yours.
So… which brand do you want to partner with on your next episode?
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- Podcast Advertising: How It Works
- Podcast Monitoring: The 5 Top Podcast Monitoring Tools You Should Use in 2025
- The Best Programs for Podcasting In 2025
- How to Start and Grow a Podcasting Business (Full 2025 Guide)
- How to Get on Podcasts: A Step-by-Step Guide for Brand Exposure
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