Ask IH: Regarding podcast sponsorships
Hello friends!
Can you briefly describe the process of getting someone to sponsor your podcast? Specifically:
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Do you reach out to potential sponsors (cold emailing) and ask them if they'd like to sponsor the episode(s)?
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How do they pay you (cheque, bank transfer, etc..)?
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What is your listener stats and price per episode/slot, if you don't mind sharing this info?
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Do you think there is a room for improvement in the "podcast sponsorship" process?
Would love to hear your thoughts
Yes, via emails.
I'd invoice them via Paypal.
When I was doing podcast ads, I had between 2k and 5k listeners per episode, if I recall correctly.
Definitely. I've gotten tons of pitches from people selling podcast-related products and services, but the most intriguing are those directly aligned with how I generated revenue — helping me find sponsors and streamline that process. Unfortunately, although many tried, no service I found ever did a good job there. Not sure why. The model I've seen work best for other podcasters is to simply hire someone to do sales or to do the sales yourself.
What kind of CPMs were you able to charge?
I'm thinking about advertising on a podcast targeting programmers and leaning towards paying a maximum CPM of $30, but I'm not sure if programmer-focused podcasts are in line with the market as a whole.
I was charging $300/episode to sponsor the podcast before it even launched, not knowing how many downloads it would get. That ended up working out to something close to $100 CPM.
Thank you!
@csallen would love to hear about your experiences!