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Whether you started your podcast as a hobby or a business venture, monetizing it through sponsorship can be a great way to earn income. You don't need to have a top-ranked podcast to land sponsor deals, but you do need to know how to find the right sponsors and present your podcast in a compelling way. In this article, we will explore strategies to attract and secure sponsors for your podcast, including understanding the podcast advertising landscape, knowing what sponsors want to know, and where to find potential sponsors.

The Growing Opportunity of Podcast Advertising

Advertising on podcasts has become increasingly popular as more advertisers recognize the value of reaching engaged and dedicated podcast listeners. In 2019, 39% of advertisers surveyed by Advertiser Perceptions said they currently advertise on podcasts, compared to 15% in 2015.

Studies have shown that podcast listeners trust their favorite shows to choose quality sponsors, with 70% considering using a product or service after hearing about it on a podcast. Understanding the growth and appeal of podcast advertising can help you position your podcast to attract sponsors.

4 Important Considerations for Getting Podcast Sponsors

Before approaching potential sponsors for your podcast, there are several key factors to consider to increase your chances of success. Taking the time to address these considerations will not only improve your pitch but also help you attract the right sponsors for your podcast.

1. Strong Pitch

An effective pitch is crucial in convincing sponsors why they should advertise with you. Make sure to highlight your podcast's unique selling points, such as your niche audience, engaging content, or impressive download numbers. Emphasize how partnering with your podcast can benefit sponsors and align with their brand values.

2. Understanding Audience Demographics

To appeal to sponsors, you need a good understanding of your podcast's audience demographics. This information allows you to offer sponsors targeted reach and tailor their advertising messages accordingly. Gather data on your audience's age, gender, interests, and geographic location using podcast analytics or surveys. Communicate this information to sponsors to show them why your podcast is a perfect fit for their target audience.

3. Determining Advertising Rate

Setting the right advertising rate for your podcast is essential for attracting sponsors. Consider factors such as your podcast's popularity, engagement, and download numbers when determining your rate. Research industry standards and evaluate the value you provide to sponsors. Balancing affordability for sponsors and fair compensation for yourself is key.

4. Knowing Advertising Inventory Options

Having a variety of advertising inventory options gives you flexibility when negotiating with sponsors. Familiarize yourself with different types of advertising formats, such as pre-roll, mid-roll, post-roll, and native advertising. Each format offers unique advantages and can be tailored to suit sponsors' preferences and campaign goals. Being well-versed in these options positions you as a knowledgeable and professional podcast host.

The Different Types of Podcast Sponsorship Deals

When it comes to securing sponsors for your podcast, it's important to understand the different types of sponsorship deals available. By familiarizing yourself with these models, you can negotiate the best deal with potential sponsors.

The CPM Sponsorship Model

One popular sponsorship model is the cost per mille (CPM), where sponsors pay based on the number of downloads your podcast receives. This model allows sponsors to reach a wide audience and is often used by advertisers looking for broader exposure. By having a clear understanding of your podcast's download numbers, you can leverage this model to attract sponsors interested in reaching your listeners.

The CPA Sponsorship Model

Another sponsorship model you can explore is the cost per action (CPA) model. With this model, sponsors pay you based on the number of sales or actions generated through your podcast. This type of sponsorship is particularly attractive to sponsors looking for measurable results. By aligning with sponsors who find value in your podcast's ability to drive actions, you can establish mutually beneficial partnerships.

Tip: Before entering into sponsorship deals, take the time to analyze your podcast's potential reach and impact. This will help you determine the most suitable sponsorship model for your podcast and attract sponsors who align with your goals.

By understanding the intricacies of the CPM and CPA sponsorship models, you can better navigate the landscape of podcast sponsorship and negotiate deals that reflect the value you bring to your audience and sponsors alike.

Who Advertises on Podcasts?

Many well-known brands, both big and small, actively engage in podcast advertising. These brands understand the immense potential of reaching and connecting with podcast audiences. Popular podcast sponsors include industry leaders such as Squarespace, MeUndies, and ZipRecruiter, who have all witnessed remarkable growth through strategic podcast advertising.

However, it's important to note that podcast advertising isn't exclusive to big brands. There is also a growing interest among smaller businesses and niche brands to support and sponsor podcasts, recognizing the unique opportunities for targeted audience engagement.

When it comes to finding potential sponsors who are already investing in podcast advertising, there are a few approaches you can explore:

  1. Look at rival podcasts: Observe the sponsors who are supporting podcasts similar to yours. This allows you to identify brands that have an existing affinity for the podcasting medium and are likely to be open to sponsoring your show.
  2. Research relevant keywords: Utilize SEO tools to identify popular podcast advertisers in your industry. By analyzing the keywords associated with podcast advertising brands, you can uncover potential sponsors who align with your podcast's theme or niche.
  3. Network within your industry: Attend conferences, join online communities, and engage with fellow podcasters, industry professionals, and potential sponsors. Establishing relationships and connections can lead to sponsorship opportunities through word-of-mouth recommendations.

By leveraging these methods, you can identify potential sponsors and start building relationships with brands that are already investing in podcast advertising.

Pitching Directly to Brands

If you want to take control of securing sponsors for your podcast and avoid revenue splits with podcast networks, you can pitch directly to brands. This involves networking with brands or small businesses, either in person or online, and presenting your podcast and audience demographics to convince them to sponsor your show. While this approach requires more effort and negotiation skills, it gives you full control over the sponsors you choose.

Joining a Podcast Network

Joining a podcast network can be a game-changer for your show, especially if you have a larger audience of 5,000-10,000+ downloads per episode. Podcast networks can take the burden off your shoulders by handling the time-consuming task of finding sponsors for you, allowing you to focus on creating high-quality content that resonates with your listeners.

"Joining a podcast network gives you access to a network of sponsors and advertising opportunities that may not be available to individual podcasters," says Sarah Thompson, host of the popular True Crime Podcast. "It can provide stability and financial security, as well as valuable industry connections."

By joining a podcast network, you tap into their established relationships with advertisers and benefit from their experience in negotiating and securing sponsorship deals. Additionally, podcast networks often have a higher success rate in attracting renowned sponsors due to their collective reach and reputation in the podcasting community.

However, it's important to note that podcast networks typically take a percentage of your advertising revenue in exchange for their services. The exact percentage can vary, so it's crucial to carefully review the terms and conditions of any network you consider joining.

"While joining a podcast network can provide invaluable support and opportunities, it's essential to evaluate whether the revenue share arrangement is equitable for your show," advises Jason Rodriguez, host of the popular Health and Wellness Podcast.

Before committing to joining a podcast network, consider evaluating your show's current audience size and engagement. If you have a smaller audience, it may be more beneficial to focus on growing your listenership independently before seeking network sponsorship. Once you have a substantial audience, you can then assess the potential benefits of joining a network versus continuing to operate independently.

Ultimately, joining a podcast network can be a strategic move to amplify your podcast's reach and monetization potential. Carefully weigh the pros and cons, considering factors such as audience size, revenue share, and the support and resources offered by the network. With the right network and a solid audience base, you can significantly enhance your chances of securing valuable sponsorships for your podcast.

Using a Podcast Ad Marketplace

Podcast ad marketplaces provide a convenient platform for connecting brands seeking ad space with podcasters looking to monetize their shows. These marketplaces offer a streamlined approach, allowing sponsors to browse through a vast selection of podcasts and reach out to creators for sponsorship opportunities.

By leveraging a podcast ad marketplace, you can tap into a network of potential sponsors who are actively seeking podcast advertising opportunities. These marketplaces make it easier for you to showcase your podcast to a broader audience of brands and increase your chances of securing sponsorship deals.

Here are some examples of popular podcast ad marketplaces:

  • Podcorn: A user-friendly marketplace that connects podcasters with relevant brands for podcast advertising collaboration.
  • Buzzsprout Affiliate Marketplace: Offers a platform for podcasters using Buzzsprout as their hosting platform to connect with sponsors offering affiliate programs.
  • Gumball: A marketplace that focuses on connecting podcasters with relevant brands for ad campaigns and sponsorships.
  • AdvertiseCast's Podcast Advertising Marketplace: Provides podcasters with access to a wide range of potential sponsors and advertising opportunities.
  • Acast: A popular podcast hosting platform that offers an integrated ad marketplace for podcasters and sponsors.
  • Anchor Sponsorships: Connects podcasters with potential sponsors through targeted advertising opportunities.
  • BuySellAds: A well-known marketplace that enables podcasters to sell ad space directly to advertisers.
  • Podbean Ads Marketplace: Offers podcasters an avenue to monetize their shows by connecting them with sponsors interested in podcast advertising.

When considering which podcast ad marketplace to use, it is essential to research and compare their commission rates, requirements, and terms of service. This will help you choose the marketplace that aligns best with your podcast's niche, audience, and goals.

Using Affiliate Marketing for Sponsorship

Affiliate marketing offers podcasters another avenue to monetize their podcasts and earn sponsorship income. This model allows podcasters to earn a commission for each sale made through a unique affiliate link or coupon code provided by the sponsor.

Affiliate marketing can be particularly beneficial for podcasters with a smaller audience because there are no download requirements to get started, and sponsors only pay for actual results. By leveraging affiliate programs, podcasters can earn income based on the number of sales they generate for their sponsors.

Some popular affiliate programs that are suitable for podcasters include:

  • Amazon Associates: Amazon's affiliate program allows podcasters to earn a commission on products purchased by their audience through their affiliate link.
  • Audible: Audible's affiliate program enables podcasters to earn a commission for each new Audible subscription that originates from their podcast.
  • Skillshare: Skillshare's affiliate program provides podcasters with the opportunity to earn a commission for each person who signs up for a Skillshare membership through their affiliate link.
  • Buzzsprout: Buzzsprout's affiliate program allows podcasters to earn a commission when new customers sign up for a paid hosting plan through their referral link.
  • BarkBox: BarkBox's affiliate program enables podcasters to earn a commission when new customers sign up for a BarkBox subscription using their unique affiliate link or coupon code.

Affiliate marketing can be a valuable addition to your podcast monetization strategy, providing an opportunity to supplement your sponsorship income and generate revenue based on your audience's actions.

Conclusion

Securing sponsors for your podcast can be a rewarding way to monetize your show and provide value to your audience. By understanding the podcast advertising landscape, crafting a compelling pitch, knowing your audience demographics, and exploring different sponsorship options, you can attract the right sponsors for your podcast. Whether you choose to pitch directly to brands, join a podcast network, use a podcast ad marketplace, or leverage affiliate marketing, finding sponsors for your podcast is within your reach.

FAQ

How do I find sponsors for my podcast?

There are several ways to find sponsors for your podcast. You can pitch directly to brands, join a podcast network, use a podcast ad marketplace, or leverage affiliate marketing. Each approach has its own benefits and considerations, so it's important to choose the method that aligns best with your podcast and goals.

Why should I consider podcast advertising?

Podcast advertising has become increasingly popular as more advertisers recognize the value of reaching engaged and dedicated podcast listeners. Studies have shown that podcast listeners trust their favorite shows to choose quality sponsors, and many advertisers have seen significant growth through strategic podcast advertising. By attracting sponsors for your podcast, you can monetize your show and provide value to your audience.

What factors should I consider before approaching potential sponsors?

Before approaching potential sponsors, it's important to have a strong pitch to convince sponsors why they should advertise with you. Understanding your audience demographics is also crucial, as this will help you appeal to sponsors who align with your target market. Additionally, determining your advertising rate based on your podcast's value and knowing the different types of advertising inventory you can offer will also be beneficial in your sponsorship discussions.

What types of sponsorship deals can I explore?

There are different types of sponsorship deals that you can explore. Many sponsors pay based on the number of downloads your podcast receives, known as the cost per mille (CPM) model. Other sponsors may pay based on the number of sales or actions generated through your podcast, known as the cost per action (CPA) model. Understanding these different models can help you negotiate the best deal with sponsors.

Who advertises on podcasts?

Many well-known brands, both big and small, advertise on podcasts. Examples include Squarespace, MeUndies, and ZipRecruiter, who have all experienced significant growth through strategic podcast advertising. However, there are also many smaller businesses and niche brands that are eager to support growing podcasts. By looking at rival podcasts, researching relevant keywords, and networking within your industry, you can find potential sponsors who are already investing in podcast advertising.

How can I pitch directly to brands for sponsorship?

If you want to take control of securing sponsors for your podcast and avoid revenue splits with podcast networks, you can pitch directly to brands. This involves networking with brands or small businesses, either in person or online, and presenting your podcast and audience demographics to convince them to sponsor your show. While this approach requires more effort and negotiation skills, it gives you full control over the sponsors you choose.

Should I join a podcast network?

Joining a podcast network can be a good option if you have a larger audience of 5,000-10,000+ downloads per episode. Podcast networks handle the work of finding sponsors for you, allowing you to focus on creating content. Keep in mind that podcast networks typically take a percentage of your ad revenue, so it may be more profitable to join a network once you have a substantial audience.

How can I use a podcast ad marketplace?

Podcast ad marketplaces connect brands looking for ad space with podcasters looking to sell it. These marketplaces allow sponsors to browse through thousands of shows and reach out to creators for sponsorship deals. Examples of podcast ad marketplaces include Podcorn, Buzzsprout Affiliate Marketplace, Gumball, AdvertiseCast's Podcast Advertising Marketplace, Acast, Anchor Sponsorships, BuySellAds, and Podbean Ads Marketplace. Each marketplace has different commission rates and requirements, so it's important to research and choose the one that best fits your podcast.

Can I use affiliate marketing for podcast sponsorship?

Yes, affiliate marketing is another option to monetize your podcast and earn sponsorship income. In this model, you earn a commission for each sale made through a unique affiliate link or coupon code provided by the sponsor. Affiliate marketing can be a great option for podcasters with a smaller audience, as there are no download requirements to start and sponsors only pay for results. Some popular affiliate programs for podcasters include Amazon Associates, Audible, Skillshare, Buzzsprout, and BarkBox.

How do I secure sponsors for my podcast?

To secure sponsors for your podcast, you should focus on understanding the podcast advertising landscape, crafting a compelling pitch, knowing your audience demographics, and exploring different sponsorship options. Whether you choose to pitch directly to brands, join a podcast network, use a podcast ad marketplace, or leverage affiliate marketing, finding sponsors for your podcast is within your reach.