Of all the things you learn while creating a podcast, the process of how to get podcast sponsors will always be on your to-do list. As your podcast grows you’ll find getting sponsorships becomes easier, and more and more brands will work with you. When you’re just starting out, it may feel like an uphill climb, but every sponsor will embolden you to keep going.
Here at Mr. Thrive Media, we’re no strangers to the work of getting podcast sponsors. From building our own podcasts to working with clients to grow their shows, we’ve seen it all. Within that, we’ve seen how getting podcast sponsors relates to everything else in growing your podcast.
Getting sponsors stems from learning how to get podcast guests. It ties into ROI for podcasts in direct and indirect ways. In seeking out brands, it can relate to choosing hashtags and keywords to establish your brand as one they should work with.
All in all, learning how to get podcast sponsors is a stepping stone and continual building block of creating a successful podcast. Read on through this Mr. Thrive blog to learn all about it!
What are Podcast Sponsors?
Before we dive into how to get podcast sponsors we’re going to establish who those sponsors are. In the digital ecosystem surrounding your podcast, sponsors are the people who want to support podcasts and get their brands in the mix of the influence of podcasts.
Podcast sponsors are a mix of brands specific to your podcast theme and niche, and major brands who are looking to get noticed everywhere. When it comes to who you should seek out, starting with the niche brands is a good idea for growing awareness. The larger brands will fit your sponsorship goals as your podcast grows.
How to Get Podcast Sponsors at Different Levels of Your Career
The way you go about getting sponsors for your podcast changes as your podcast grows. When you’re just starting out, it can be harder to get sponsors in regular sponsorship channels. That’s because many sponsors will be looking for podcasts that have been around longer. That doesn’t mean, however, that you can’t get sponsors as a newer podcast, it just changes your approach.
From early levels of podcasting with introductory podcast episodes and early days to getting sponsors at an established level, there are many options. For your podcast business to grow, using all of these upcoming tips is the way to go.
Early Level Sponsorship Advice
When you’re seeking out sponsors in the early days it’s best to stick with ideas that will continue to get your name out there in large circles. Using those methods early on will make it easier to continue getting sponsorships and growing your podcast later on. These two ideas are the best place to start when you’re still in early days:
- Pitch directly to brands: pitching directly to brands will get you some of your first sponsorships. Focus on brands in your niche who are at a similar level of established as you.
- Join a podcast network: joining a podcasting network is a great idea across the board for new podcasts. As you connect with podcasters and others in the industry sponsorship opportunities will pop up.
Established Sponsorship Advice
Once your podcast is established in the industry, in podcasting and your niche, it’s time to add a few more ways of reaching sponsors. These strategies can be more specifically focused on sponsors. That’s because you’ll have the experience to make your podcast one they’re interested in, within a wider range. These two ideas will help you grow in that established space:
- Join a podcast advertising marketplace: joining a marketplace, such as podsearchad, will help you find sponsors more directly. This tip is the established step that follows joining podcast networks.
- Use affiliate marketing: affiliate marketing is good for all podcasts. You’ll find it’s easier to get affiliates when you have a body of work to show them.
Podcast Sponsors and ROI
Sponsorships are a key part of the ROI you can expect from your podcast. In fact, they tie into both direct and indirect ROI. When it comes to direct ROI, sponsorships come into play with the money you’re paid from businesses. You can also find this type of ROI from affiliate marketing.
The indirect ROI of sponsorships comes from those times when a listener is inspired without ads. This happens when something you mentioned means a lot to them. From there, they go out and buy the product or service without an actual advertisement playing a role.
The Numbers of Podcast Sponsorship and Listenership
When you start making sponsorship plans, the numbers to be aware of are your listenership quantities as they relate to your CPM for sponsors. CPM, or cost per mille, is the way to measure how you can be paid by sponsors.
CPM is another way of saying the cost per thousand downloads of each episode. It can also be related to the cost you spend on your podcast. It’s used in marketing in terms of the cost an advertiser pays per every thousand engagements with an ad across industries.
Keeping track of your listenership and downloads is one of the best ways to view the value of your podcast. They are the numbers you can share with potential sponsors, and when you’re sharing news about the growth of your podcast in press releases.
Frequently Asked Questions About Getting Podcast Sponsors
How to get podcast sponsors is one of the most searched questions when it comes to hosting a podcast. It ties to everything a podcast strives to achieve, from profits to building a community. With the importance of getting sponsors in the world of podcasts, it’s no wonder there are so many questions about it. Our answers to these frequently asked questions will get you started.
How Many Listeners Does a Podcast Need to Get Sponsors?
Many podcast sponsors look for podcasts with around 5 thousand downloads per episode. They also often pay more incrementally with more listeners and downloads. You can get sponsors at lower numbers, but you’ll find yourself somewhat restricted from major sponsors.
When it comes to starting to get sponsors when you have a lower number of listeners and downloads, make use of early-level advice. Reaching out to smaller brands directly with a personal touch in your messaging is always a good place to start.
Can You Get Sponsors For a New Podcast?
Yes, you can get sponsors for a new podcast. It will, however, take more work and won’t land you huge sponsors right away. The more prominent companies who sponsor podcasts are looking for shows with many listeners, to make it worthwhile on their end.
If you’re looking to get sponsors when your podcast is still new, look at smaller brands that are deeply invested in your industry. When you’re reaching out use vocabulary that clarifies the arrangement as one that is mutually beneficial and is more about the community than profits.
How Much Do Podcast Sponsors Pay?
Podcast sponsors tend to pay an average of $15 CPM for a 15-25 second pre-roll ad. It goes up from there to $30 CPM for a 30-60 second mid-roll ad, and $10 CPM for a 15-25 second post-roll ad. CPM, cost per mille or cost per thousand, is the standard measurement for pay structure. The more you can add to your podcast in terms of listeners by the thousand, to more lucrative sponsors are.
What Companies Sponsor Podcasts?
Some of the top companies investing in sponsoring podcasts are:
- BetterHelp
- Kroger
- Carvana
- McDonald’s
- HelloFresh
- Squarespace
- Capital One
- Chumba Casino
- AT&T
- T-Mobile
- Shopify
- Airbnb
- Aflac
- State Farm
- Discover
- Mint Mobile
- SimpliSafe
- Progressive
- PepsiCo
- Amazon
- QuickBooks
- Instacart
- ZipRecruiter
- Hulu
- Stamps.com
- Birch Gold
- Rosetta Stone
- USAA
- GEICO
- Grammarly
- Angi
The diversity of industries on this list shows how many types of businesses recognize the value of sponsoring podcasts. There are so many podcasts suited to these different industries, and they benefit mutually from exposure and community.
How Many Subscribers Does a Podcast Need to Make Money?
To make money through sponsors of your podcast, it’s often recommended that you have between 3 to 5 thousand subscribers and regular listeners. That said, you can make money from your podcast with listeners in the hundreds instead of the thousands. The smaller your niche market is, the more you can make with a smaller number of listeners.
That said, the more listeners you have, the more money you make from sponsors. There’s no way around that fact. You can start to turn a profit with a smaller listenership. Growing that base, however, should always be a priority if you’re focused on your budget and profits.
Getting Podcast Sponsors: Finding Voices to Support Your Podcast
Learning how to get podcast sponsors and grow your podcast into a profitable business you’re proud of takes time and industry knowledge. Whether you’re just starting a podcast and looking for new information, or you’re a seasoned podcaster seeking new growth, there’s always more to learn.
Whatever the case may be, reach out to Mr. Thrive Media to find out how our team can grow your podcast. From podcast production to blogs for podcasts to social media management with quantifiable results, we’ve got you covered. Our multi-faceted approach to building podcast businesses with marketing solutions gives you the tools to make an exceptional podcast.