Most beginner podcasters price their show off vibes — "I'll charge $100 because that sounds fair." That's why sponsors ghost or lowball you.

Here's the actual formula media buyers use:

Base Rate = (Average Downloads per Episode ÷ 1,000) × $18–25 CPM

Example: your show averages 3,200 downloads/episode.

→ (3,200 ÷ 1,000) × $20 = $64 per read

A few rules that change the math:

• Under 1,000 downloads/episode? Don't use CPM math — it'll price you too low to be worth a sponsor's time. Use a floor rate of $75–150 flat per read instead.

• Format multipliers matter. A 60-second pre-roll read is worth less than a 90-second mid-roll integration. Mid-roll (the host is warmed up, listener is locked in) typically commands 1.5–2x the pre-roll rate.

• Package it. Sponsors don't want to negotiate download counts — they want a one-pager: audience size, format options, and 3 price tiers (single read / 4-episode package / monthly retainer).

The #1 mistake: pricing based on what you wish you could charge instead of what your actual downloads support. Sponsors can see through that instantly, and it kills trust before the pitch even starts.

Do the math on your own show right now — what's your base rate?