About the Podcast Sponsorship Rate Calculator
This podcast sponsorship calculator turns your audience size into ad prices. Enter your average downloads per episode and the CPM (cost per thousand downloads) for each ad position, and it prices a pre-roll, mid-roll and post-roll spot, the most you could earn per episode if every slot sold, and what you can realistically expect after unsold inventory and any network or agency cut.
It is built for independent podcasters preparing a first rate card, creators negotiating with a sponsor or network, and brands checking whether a quote is reasonable. It works the same way for host-read and programmatic ads — only the CPM changes.
Podcast ads are usually priced on downloads in the first 30 days after release, because that is when most listens happen. Mid-roll spots generally command the highest CPM, pre-roll comes next and post-roll is cheapest because fewer listeners reach the end. The default CPMs are placeholders to edit; use the rates sponsors actually offer you.
With the default inputs, the expected monthly ad revenue is $1,170.00. Change any value above to recalculate instantly.
How to use the podcast sponsorship rate calculator
- 1Enter your average downloads per episode in the first 30 days.
- 2Set a CPM for pre-roll, mid-roll and post-roll spots.
- 3Enter how many spots of each type you run per episode.
- 4Add episodes per month, your expected fill rate and any network commission.
- 5Use the spot prices for your rate card and the monthly figure for planning.
Formula and method
Podcast ads are sold on a CPM basis: the advertiser pays a set amount for every thousand downloads the episode receives, usually counted over the first 30 days. A spot’s price is therefore downloads ÷ 1,000 × CPM, calculated separately for each position because mid-rolls, pre-rolls and post-rolls carry different rates.
Adding up every spot gives the maximum revenue per episode. Few shows sell out every episode, so the fill rate scales that down to the share of inventory you expect to sell, and the commission removes any share kept by a network, ad marketplace or agency. Multiplying by episodes per month and by 12 gives monthly and yearly estimates.
- downloads
- Average downloads per episode within 30 days
- CPM
- Price per 1,000 downloads for that ad position
- fill rate
- Share of available ad spots actually sold
- commission
- Share kept by a network or agency
Worked examples
5,000-download weekly show
At 5,000 downloads, a $18 pre-roll is 5 × $18 = $90, each $25 mid-roll is $125 and a $10 post-roll is $50. One pre, two mids and one post total $390 per episode; selling 75% of spots gives $292.50, or $1,170 a month over four episodes.
40,000 downloads through a network
Each mid-roll is 40 × $28 = $1,120. Two pre-rolls ($1,600), three mid-rolls ($3,360) and a post-roll ($480) add up to $5,440 per episode. At 60% fill and after the network’s 30% cut you keep $2,284.80 per episode, about $18,278 a month across eight episodes.
Single mid-roll, fully sold
A 1,500-download show selling one $22-CPM mid-roll earns 1.5 × $22 = $33 per episode, $66 a month from two episodes and $792 a year.
Frequently asked questions
How are podcast ad rates calculated?+
Most podcast ads are priced by CPM: downloads per episode ÷ 1,000 × the CPM rate. A show with 10,000 downloads and a $25 mid-roll CPM would charge about $250 for one mid-roll spot.
What is the difference between pre-roll, mid-roll and post-roll?+
Pre-roll plays before the episode starts, mid-roll plays during the content and post-roll plays at the end. Mid-roll is usually most expensive because listeners are engaged, while post-roll is cheapest because many people stop before the end.
How many downloads do I need to get sponsors?+
There is no fixed minimum, but many ad networks and marketplaces look for at least 1,000 to 5,000 downloads per episode. Smaller shows with a tightly defined niche can still land direct sponsorships, often on flat fees or affiliate deals.
Why are podcast ads based on 30-day downloads?+
Most of an episode’s downloads happen in its first weeks, so a 30-day window gives sponsors a consistent, comparable audience figure. Make sure your hosting platform reports downloads using a recognised measurement standard.
Should I charge flat fees or CPM?+
CPM pricing scales automatically as your audience grows and is what most advertisers expect. Flat fees can make sense for small but valuable niche audiences, evergreen episodes, or packages that include social posts and newsletter mentions.
Results are estimates for educational purposes and are not financial advice. Rates, fees and terms vary — confirm with your lender or a licensed advisor before making decisions.