Podcast sponsorship calculator
Host-read ad revenue from downloads, ad slots, and CPM.
The slot formula
Slot price = (30-day downloads / 1,000) × slot CPM. Monthly = sum of slots × episodes.
This calculator sets mid-roll CPM from the category table, then prices pre-roll at 80% and post-roll at 45% of that. If you already have a sold rate, type it in as custom CPM.
Extra deliverables are not in the raw CPM
Category exclusivity, usage rights, custom production, and a campaign report are not included in a raw CPM. When those deliverables are part of the deal, list them in the quote so the buyer can see what they cover.
Questions
What is a typical podcast CPM?
Host-read mid-rolls often land in the mid-$20s to mid-$30s CPM, with business and finance higher and leisure lower. Pre-roll is cheaper. Marketplace averages move every year. Use your category, then negotiate scope.
Should a small show use CPM?
Usually no. At 1,000 downloads, a $25 CPM mid-roll is $25. Pitch a flat package instead: several episodes, a newsletter mention, a unique code.
Are downloads the same as listeners?
No. Use IAB-style 30-day downloads from your host. Unique listeners are a different, usually smaller number. Buyers who care will ask which you used.
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Rates reviewed 2026-09-11