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Podcast sponsor media kit template

A sponsor rarely says yes off an email alone. They say yes off the one-page media kit that email carries, the document that lays out who listens, how many, and what a placement costs. This is that page, written so you can paste it into a doc, swap in your numbers, and send.

There is a separate template for the email that delivers a kit. This one is the kit itself, section by section: the show in a line, who listens, the numbers, your placements and pricing, a little proof, and how to reach you. Keep it to a page. A sponsor scans a media kit, they do not study it.

Part of the guide: How to book podcast guests

Make it yours

Fill these in and the invite below rewrites itself.

Your show's nameYour show in one sentenceHow often you publishWho your listeners are, in a sentence or twoWho your show is forDownloads per episodeA standout engagement numberA growth or reach numberYour pre-roll rateYour mid-roll rateYour multi-episode rateThe CPM your rates work out toA past result or testimonialYour nameYour contact email

Subject

The Build sponsorship media kit

THE SHOW The Build is a weekly show about the unglamorous decisions behind early-stage companies. New episodes come out every Tuesday, and every one is a conversation my audience chooses to sit with.

WHO LISTENS Most listeners are founders and operators at seed to Series A companies in the US, 30 to 45, who run or influence the budget. In short, they are early-stage founders: the people a sponsor in this space is actually trying to reach.

THE NUMBERS - About 2,400 downloads per episode in the first 30 days. - About 70 percent finish the episode, and the average listen is 38 minutes. - Downloads are up 45 percent over the last six months.

PLACEMENTS AND PRICING - Pre-roll host read (about 30 seconds): $300 per episode. - Mid-roll host read (about 60 seconds): $500 per episode. - Three-episode run: $1,200 for three episodes, a better per-episode rate for a fuller campaign.

Rates are host-read and work out to roughly a $28 CPM. Every deal includes a unique promo code or tracked link, so you can see exactly what the read produced.

PROOF A fintech brand ran a three-episode host read last quarter and told me the code beat their other podcast tests that month.

CONTACT Jordan, host of The Build jordan@thebuild.fm Reply and I will hold a slot on the next available episode.

Why this one gets a yes

It leads with who listens, not how many. A sponsor buys a specific audience, so the kit puts the fit before the download count and never lets a raw number carry the whole page.
It prices the placements plainly. Naming the pre-roll, mid-roll, and bundle rates up front means the sponsor is choosing a package, not opening a negotiation, which is what moves a kit toward a yes.
It builds in proof and a tracked code. A past result plus a promise that every read is traceable answers the two questions a sponsor always has: does this work, and can I measure it.

Common questions

What should a podcast sponsor media kit include?

Six things on a single page: a one-line description of the show, who your audience is, real download and engagement numbers, your placements and pricing, a piece of proof like a past result or testimonial, and clear contact details. Lead with the audience, not the download count, because a sponsor is buying the people who listen. Keep it to a page or two, since a sponsor scans a kit rather than reading it closely.

How long should a podcast media kit be?

One page is ideal, two at the most. A sponsor gives it a quick scan to decide whether the fit and the numbers are worth a call, so anything longer works against you. Put the audience and the numbers where the eye lands first and cut everything that does not help them say yes.

Should I put my sponsorship rates in the media kit?

Yes. Listing your placements and prices lets the sponsor picture the deal and pick a package instead of writing back just to ask what it costs. Offer a couple of options, a single host read and a multi-episode run, so they are choosing a size rather than negotiating from zero. If your rates flex by campaign, give a starting figure so nobody is guessing.

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