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What should your podcast charge for sponsorships?
Enter your downloads and niche. See your per-episode rate, the three numbers to negotiate with, and what actually monetizes at your size. Instant, and yours to keep.
Enter your downloads to see your numbers
You will get a per-episode value, the three numbers to negotiate with, and what actually monetizes at your size.
How much do podcast sponsorships pay?
Host-read podcast ads are priced on a CPM, the cost per 1,000 downloads. Rates run from about $18 for general-interest shows to $50 to $80 for finance and B2B shows, where the audience is full of decision-makers with budgets. But raw CPM undersells a small show. A qualified, engaged niche audience is worth more than its size, so small shows should price on a flat host-read rate, often $150 to $750 or more per episode.
| Podcast niche | Typical CPM |
|---|---|
| Finance & investing | $50–$80 |
| B2B, SaaS & enterprise | $40–$70 |
| Leadership & career | $35–$55 |
| Technology & startups | $30–$50 |
| Marketing & sales | $28–$45 |
| Health & wellness | $25–$40 |
| Business & entrepreneurship | $25–$40 |
| General interest | $18–$28 |
CPM ranges reflect published 2025–2026 host-read benchmarks. Your rate moves within the range based on engagement and audience location.
The three numbers to negotiate with
One number gets you anchored to the wrong figure. Bring three. Your anchor is where you open, above your target on purpose, because the first number sets the ceiling for the whole conversation. Your target is what a fair sponsor pays. Your floor is the walk-away you never cross. The calculator gives you all three from your real numbers.
What monetizes at your size
- Under 1,000 downloads: chase relationships, not ad reads. Lead-based deals, affiliates, and a category-exclusive series a single sponsor can own.
- 1,000 to 10,000 downloads: the niche B2B sweet spot. Direct deals with companies that sell to your audience, where quality outweighs size.
- 10,000+ downloads: network-ready. CPM ad networks become viable, and your premium audience still commands more through direct deals.
Common questions
How much do podcast sponsorships pay?
Host-read podcast ads are priced on a CPM (cost per 1,000 downloads) that ranges from about $18 for general-interest shows to $50 to $80 for finance and B2B shows. At 1,000 downloads an episode, that is roughly $18 to $80 per episode. Small, highly engaged shows usually do better on a flat host-read rate, often $150 to $750 or more per episode, because a qualified niche audience is worth more than its raw size.
How do I price a podcast sponsorship if I have a small audience?
Do not price on downloads alone. A small, engaged show should set a flat host-read rate based on the value of its niche audience, then use the three-number method: an anchor to open with, a target to land near, and a floor you never cross. Completion rate is your leverage. A 75 percent completion rate can lift your rate 25 to 40 percent over standard CPM.
What is a good CPM for a podcast?
It depends on your niche. General-interest podcasts run a $18 to $28 CPM. Leadership and technology shows run $30 to $55. Finance, investing, and B2B shows command the highest, $40 to $80, because their audiences are decision-makers with budgets. Strong listener engagement and a US, UK, Canada, or Australia audience push you toward the top of the range.
How many downloads do I need to get sponsors?
You can land sponsors with under 1,000 downloads per episode. At that size, chase category-exclusive series sponsorships and lead-based or affiliate deals rather than CPM ad reads. Ad networks generally want around 10,000 downloads per episode, but a small, decision-rich audience beats a big generic one for direct deals.
You know your rate. Now get the sponsors.
Pod Green Room matches your show with real, named companies and writes the pitch in your voice. No account or card to try it first. The 7-day trial comes after.