How to Get Podcast Sponsors (and Where You Can Find Them)

You put a lot of effort into creating your podcast, and now you want to start making money with it.

Sponsorships are a common way for podcasts to generate revenue, as they are an attractive agreement for both parties. Sponsors love this method of advertising because podcast listeners already have a relationship with the podcaster, and the audience is made of people who resonate with the message, the brand, and the host. So, it's no surprise that podcast listeners are primed to take action on the advertisements they hear during their favorite podcasts.

As a podcaster, you're probably excited about the chance to work with a sponsor for a reliable stream of revenue. The great news is that it's usually easy to find a sponsor. The more difficult part is finding the right kind of sponsor - one who you can feel good about recommending to your audience.

In this guide we are looking at how podcast sponsorships work, types of sponsorship packages, and how you can find podcast sponsors.

How Podcast Sponsorships Work

Podcast sponsorships work in a few different ways, as we will explain later on when we take a look at the different types of podcast sponsorship packages. However, in general, podcast sponsorhips work by a sponsor or advertiser paying a podcaster to promote their goods or services.

Keeping tabs on how many downloads your podcast gets is essential. Since most sponsors pay you for advertising per 1000 downloads (CPM), you must have some figures to share. It's also good practice to closely track your numbers so you can see what triggers growth.

The bigger your audience is the better, with many sponsors preferring to work with podcasts that have at least 10,000 downloads each episode. If your numbers aren't quite there yet, don't panic. You could offer a free ad to a promising sponsor as a way to show the value your podcast provides them and to build a relationship.

Types of Podcast Sponsorship Packages (Plus How Much They're Worth)

The pricing for ads within your podcast depends on the type of sponsorship and the ad's placement within your podcast. Here are five different types of podcast sponsorship packages.

1. Sponsored Segments

Sponsored segments are generally integrated with the main content of the podcast. They are a short time slot that features the sponsor and their message. It may take the form of an interview with the sponsor's spokesperson, a challenge, a game, or a giveaway. This type of content is developed in collaboration between the host and sponsor so the segment fits within the podcast, but puts emphasis on the sponsor's message.

2. Spot Ads

Spots ads are brief ads that run during a break in the podcast's main content. They can take place at the beginning, during the middle of the content, or at the end of the episode.

3. Host Read Ads

Live, host-read ads are live endorsements that you deliver in a conversational tone within your podcast episodes. They are not ad breaks. They become a permanent part of the episode.

Pre-produced host-read ads are recorded by the host ahead of time and then run during the content as a pre-roll or mid-roll ad. This type of host ad isn't fixed into the show and can be replaced, updated, or rotated as needed.

4. Branded Podcasts

Branded podcasts are owned or sponsored by a company looking to increase its visibility and gain new customers. The format of a branded podcast is similar to that of a regular podcast episode. It consists of valuable content that usually avoids directly promoting products and instead takes advantage of the podcast for exposure. The purpose of a branded podcast is to showcase the favorable qualities of the sponsor and its products while focusing on delivering educational or entertaining content.

5. Sponsored Episodes

Unlike the sponsored segment, where only a brief part of the podcast is devoted to advertising the sponsor, a sponsored episode may have several plugs for a single sponsor spaced throughout the content. While a branded podcast provides promotional content for the sponsor each time the podcast airs, a sponsored episode focuses on a sole sponsor for just one episode by running its ads and promoting the brand.

How Much Are These Podcast Packages Worth?

The price you can command from a sponsor depends on your average downloads. The more listeners you have, the more money you can make podcasting. There are two main things you need to keep in mind when it comes to sponsorship revenue. The first is the cost per mille (CPM) and the second is the cost per acquisition (CPA).

Some sponsors will pay you based on CPM. The average rate is usually somewhere between $18 to $50 CPM. This means you would make $18 to $50 for a podcast that had 1,000 listeners. If you made it to 20,000 views, that amount climbs to $360 to $1,000, respectively. In general, you should only plan to have one or two featured sponsors per episode. Any more than that can dilute the sponsor's message, annoy your listeners, and even gain you an unfavorable reputation since podcasters gain followers by providing excellent, original content.

Another way you could get paid is by CPA. The CPA refers to the total sales, downloads, or signups your sponsor gets as a result of advertising on your podcast. Sponsors use this to determine the actual value they get from running their ads on your platform. You get paid for each new customer you send to the sponsor's business.

A commission-based payment system is common for new podcasters, as it allows sponsors to take a chance on you without assuming any financial risk. Most sponsors provide you with a unique code or referral link to give to your listeners so you get the credit for every new customer gained from your podcast.

Podcast Ad Placement Affect on Pricing

The placement of ads within your podcast also affects the rate you can charge. Ads are typically found in one of three places:

Pre-Rolls: These are part of your podcast introduction and require you to promote the product for about 15 seconds. They typically bring in around $18 to $20 CPM each.
Mid-Rolls: Mid-rolls generate up to $25 CPM and require you to dedicate about one minute to plug the sponsor.
Post-Rolls: These are similar to pre-rolls, except they are found at the end of the podcast and take up to 30 seconds. They cost anywhere from $10 to a high rate of $20 CPM.

Pre-rolls and post-rolls are the most straightforward types of ads. They require a brief summary of the highlights of the sponsor's product and a mention of your coupon code. Mid-rolls may come with specific talking points your sponsor wants you to mention. You may need to follow an exact script or have the freedom to create updated content for later episodes. These have a higher price tag because of their positioning within the content of your podcast when your audience is most attentive.

Many sponsors purchase at least two of these types of ads, with the combination of a 30-second pre-roll ad and a 60-second mid-roll ad the current industry standard. Others prefer all three to get their name mentioned throughout the entirety of your podcast for maximum impact.

Additional Factors

The amount of money you can make on ads also depends on the following:

The size of your audience: Larger audiences typically attract more advertisers because you already have a built-in customer base. However, even smaller podcasts can gain sponsorships if an engaged audience actively participates with your podcast and brand. These types of listeners are highly sought after, as they tend to take recommendations made by their favorite podcasters seriously, resulting in increased conversions.
The quality of your content: Put effort into delivering superb content that is not only interesting to your listeners but also has good organization and audio. Coming up with engaging ideas is only half the battle. You must then thoroughly research your topics and present your content in a way that makes sense and is easy to follow. Consider writing a script or storyboarding. Of course, good recording equipment and editing skills are must-haves to create a streamlined finished product that is appealing to listeners and potential sponsors.
Episode frequency: Even a podcast with amazing content can suffer if you have a sporadic schedule. Listeners are busy. They need a consistent schedule to make your podcast a part of their routine. Having a dependable time to tune in helps you to gain and keep new audience members.

As you familiarize yourself with the various types of ads, what they entail, and how much they are worth, you can start to find a system that works for you and flows naturally with your podcast content.

5 Different Ways to Get Podcast Sponsors (and Where You Can Find Them)

Finding sponsors for your podcast isn't as difficult as you may think. There are plenty of opportunities to connect with interesting brands. Keep in mind that joining a community may include a fee or require a commission.

Join a Podcast Network

Get your podcast heard by a bigger audience by joining a podcast network. This is a place dedicated to all kinds of niches and fandoms, so it attracts new listeners and sponsors looking for original content.

Some examples of podcast networks are SiriusXM and Spotify. These are big names in the business, so by partnering with them, you can catch the attention of some lucrative sponsorships as long as you put the effort into creating amazing content.

Use a Podcast Ad Marketplace

A podcast ad marketplace is another useful platform that connects prospective sponsors. You create a listing for your podcast that includes important details like your audience demographics and ad rates.

Advertisers looking for opportunities browse the listings and contact the ones they find interesting. Try platforms like PodBean, Podcom, and Acast.

Start paying closer attention to who you follow and interact with on social media platforms like Instagram, X, LinkedIn, TikTok, and more. Feel out the message of some brands you like and start to comment on their posts. This helps you establish contact and make a connection that you can later build upon by reaching out to ask about sponsorship.

Browse the Web

Spending time searching popular trends or phrases relevant to your podcast's niche is another great way to discover unique advertising opportunities. The brands that pay to have their ads associated with the search results you view already have a connection with your targeted niche, and therefore with your audience. This makes them a perfect candidate to approach for a sponsorship.

Check Out Your Competitors

While it's critical to keep your brand original, there's no reason not to look at what your competitors are doing to get some ideas and inspiration. Find podcasts and other entertainment channels within your niche and browse the types of ads they run.

You can find some valuable information about the kinds of businesses you should approach for your next sponsorship by observing the success others have had with similar companies.

Securing Your Podcast Sponsorship

Until you gain a large enough following to attract sponsorships effortlessly, you will likely need to put some effort into finding appropriate sponsorships. Here's how:

Refine Your Niche

The best sponsorships align with your podcast and make sense with your content. Before you begin your search for sponsors, consider your niche and what will interest your audience. Who is your ideal listener? Why do they choose your podcast? What products or services does this persona need or want? What problems could your audience members have that certain products would help them solve? You can further help to pinpoint the characteristics of your ideal listener by gathering demographic data. Remember that your audience may not fit a single persona, especially if you have a wide fan base. However, you should still narrow it down to a few main groups and flesh out the details so you know how to proceed with your advertising to reach the majority.

At the same time, keep in mind what your listeners would likely not want at all so you can avoid promotions that will alienate them. The more relevant your sponsors are, the better the results will be for them and for you, which is more likely to lead to an ongoing partnership and higher rates as you find greater success.

After you have a thorough understanding of your niche, you can start to search for sponsors that fit. It's a good idea to keep a list of potential sponsors you can reach out to. You may find inspiration on who to contact when you listen to other podcasts or entertainment channels within your niche. When you hear something you like, reach out to the company and ask if they would like to advertise with you. You can also approach similar companies and ask if they would like to sponsor you. Remember not to focus solely on big-name companies. Small businesses and even single entrepreneurs also need lucrative advertising partnerships. You could get an edge on your competition by introducing an exciting new prospect that no one has heard about before.

Try to pick sponsors that you truly approve of and feel confident in linking your name with theirs. While the revenue you can make is important, it's better to decide based on relevance and audience satisfaction instead of price alone. It may take you longer to build the income stream you want this way, but your listeners will be more likely to appreciate your choices and purchase the products you recommend, which is more valuable in the long run.

Other places to get ideas on who to approach for sponsorship include websites, social media, online forums and communities, and magazines. Another excellent idea is to reach out to your audience for recommendations. Ask them what types of products they buy and what they would be interested in learning more about.

It may take some time to learn how to choose the best potential sponsors to approach. While you're figuring out the best strategy, make sure to cast a wide net and explore all of your options so you can discover what works for you and what doesn't.

It's great when you find what works for your podcast, but don't become complacent. You're your eyes and ears open for fresh new ideas to keep your content interesting. Plus, over time, you may need to adjust your reach to reflect any changes as your podcast grows and evolves. Ultimately, you want to choose sponsors who you feel good about promoting because you believe in their product. If you don't feel any enthusiasm for a sponsor, it's unlikely that your audience will either.

Create a Sponsorship Pitch and Proposal

The next step is a big one. Creating the perfect pitch is your chance to impress your prospective partners and get them excited about working with you. Your proposal needs to make an amazing impression, so keep it concise but informative. Make it easy to skim through by dividing content into organized chunks.

Make things easy for yourself in the future by creating a template that has all the basics like your podcast's title, episode length and frequency, niche, audience demographics and numbers, personal summary, and any other interesting data showcasing the message of your brand. Always include your contact information and convey that you would love to discuss any ideas that the sponsor has beyond those in your pitch. Keep this template updated and personalize it for future proposals.

If you've found sponsors who you want to approach, it's a good idea to lay some groundwork to show your support and love of their brand by joining their email list and following them on social media. You can even interact with the brand on one or more social media channels to get more involved.

Once you have your pitch perfected and personalized for your potential sponsor, it's time to send it. Compose an email to introduce yourself. Keep it short and to the point, but discuss a few highlights from your proposal. Mention any popular guests you've hosted and explain how advertising on your podcast is an excellent opportunity for the sponsor.

Keep Communication Open

After your initial contact, go ahead and send a follow-up email about a week later, even if you haven't heard back. Use this opportunity to ask them if they had a chance to consider your proposal and tell them you would be glad to hear from them anytime.

What Are Some Other Ways to Make Money with a Podcast?

Sponsorships are a great way to make money with your podcast, but you have to be careful and avoid including too many ads that may annoy and alienate your listeners. Many podcasters find it best to run ads for just one sponsor in an episode, and a lot of sponsors request it as standard practice.

Increase the money you bring in with your podcast by diversifying your revenue streams. By including some or all of these ideas alongside your sponsorships, you dramatically increase the revenue you can bring in.

Sell Physical and Digital Products

Creating a popular podcast takes skill. As you grow your audience, consider branching out and using your skills to create physical or digital products you can sell. Items like branded merchandise are big sellers. Other ideas include ebooks, online courses, or even a paid app.

Ask for Donations

Many podcasters and content creators request donations from their audience to help support their channel. State your goals clearly, explain what donations will help you accomplish, and provide simple steps on how to donate. You can accept audience donations using a platform like Whop.

Try Affiliate Marketing

A lot of podcasts generate revenue through affiliate marketing. This is where you promote a product or brand and get a commission for each sale or new customer gained from your podcast. This method works best when you feature products and brands that relate to your content and provide additional value - avoid random promotions that could confuse your listeners.

Create a Paid Fan Community

With a fan community, you can charge a fee for access to behind-the-scenes (BTS) content. This community gives you the chance to dive more deeply into topics and provide extra videos, bonus episodes, or even early access to upcoming episodes. Devoted listeners love getting access to subscriber-only content, making this a fun and effective way to raise your revenue.

What's the Best Way to Make Money with a Podcast?

Having a sponsor is great, but it might not be achievable right away if you don't have many followers. Another drawback is the possibility of losing your audience if your listeners get frustrated by the ads interrupting your content. Establishing a paid community is a great alternative way to make money because it's your fans, who already love your content, paying for exclusive BTS content.

Monetize Your Podcast with Whop

It's easy to monetize your podcast with the help of Whop. With Whop, you can create your own whops - online hubs to conduct business and interact with your community.

Whop gives you a place to host events with your online community to connect through group chats, coaching calls, clubs, and more. You can even host giveaways and competitions to generate more interest and add some fun. Plus, you can also create and sell a course that dives deep into your favorite topic and offers your listeners your unique perspective and expertise, an ebook about your podcast niche, or even simple PDFs for your audience. All of this is achievable in one place with Whop.

Whop gives you the freedom to personalize your whops at no cost. Just name it, select your niche, and set it up by adding the relevant apps that give your users a memorable experience. Whatever your income goals are, Whop can help you reach them. Getting started is easy, free, and the best choice you could make for your podcast.

Create Your whop

How to Get Podcast Sponsors (and Where You Can Find Them)

How Podcast Sponsorships Work