Podcast Sponsorship Rate Calculator (CPM)
Enter downloads per episode, ad slots and your CPM rates.
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Podcast Sponsorship Rate Calculator (CPM) by TheCalcTools
How the Podcast Sponsorship Rate Calculator (CPM) works
Podcast ads are usually priced per 1,000 downloads (CPM). Revenue per episode = downloads ÷ 1,000 × the CPM of each slot sold. Mid-roll ads usually cost the most because listeners are engaged.
Networks and agencies take a commission, and not every slot sells; the fill rate accounts for unsold inventory.
The formula
Worked example
Using the default values shown in the calculator:
| Downloads per episode (first 30 days) | 5000 |
|---|---|
| Pre-roll ads per episode | 1 |
| Mid-roll ads per episode | 2 |
| Post-roll ads per episode | 0 |
| Pre-roll CPM | $18 |
| Mid-roll CPM | $25 |
| Post-roll CPM | $10 |
| Episodes per month | 4 |
| Share of slots sold | 70 % |
- 5,000 downloads with one pre-roll and two mid-rolls, 70% sold: $238.00 an episode.
- Four episodes a month: $952.
Result:
| Revenue per episode | $238.00 |
|---|---|
| Revenue per month | $952 |
| Revenue per year | $11,424 |
| Effective CPM across all slots | $47.60 |
Frequently asked questions
What CPM do podcasts get?
It varies with niche, audience and ad type; host-read ads in specialist shows command higher rates. Use quotes from your network or sponsors.
Sources and further reading
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This calculator gives estimates for information only. Check important results independently before you rely on them. See our disclaimer.