Podcast Sponsorship Rate & CPM Pricing Calculator

Calculate pre-roll, mid-roll host-read, and monthly package rates, and generate a clear rate card to pitch sponsors.

Podcast sponsorship pricing: CPM calculation by ad slot

The price of an ad slot in a podcast is 30-day downloads per episode ÷ 1,000 × CPM. With 12,000 downloads, a pre-roll at a €18 CPM is worth €216 and a host-read mid-roll at a €28 CPM €336; the tool then applies the package discount and multiplies by the number of episodes in the month.

Formulas

  • Slot price = downloads per episode ÷ 1,000 × the slot's CPM (pre-roll, mid-roll, post-roll), if ticked.
  • Price per episode = sum of slots × (1 − package discount).
  • Monthly revenue = price per episode × episodes per month; annual revenue = monthly × 12.

Example with the default values

12,000 downloads per episode, 4 episodes a month, pre-roll at an €18 CPM and mid-roll at €28, no post-roll, 10% discount. Pre-roll: 12 × 18 = €216. Mid-roll: 12 × 28 = €336. Total €552, i.e. €496.80 per episode after discount, €1,987.20 a month and €23,846.40 a year. Adding a post-roll at a €12 CPM (€144) raises the month to €2,505.60.

The proposal to copy

The copy button produces a text rate card: average audience, frequency, unit price of each slot with its CPM, monthly total excluding VAT for the exclusive package, and a tracked link in the episode notes. You can paste it into a media kit or a sponsor outreach email.

Limits

  • The default CPMs are assumptions to adapt to your topic and audience, not verified market rates.
  • The discount applies to every episode, even if the brand buys only one.
  • The calculation assumes one sponsor per slot and stable downloads; it does not include agency commission, VAT or production costs.
  • Downloads should be measured over 30 days after release, the usual basis for advertisers.

The tool helps you set prices for brands; it does not forecast audiences.

Frequently Asked Questions

How do you price an ad in a podcast?

Divide the average 30-day downloads per episode by 1,000, then multiply by the CPM. With 12,000 downloads and a €28 CPM, a mid-roll is priced at €336 per episode.

Why does a mid-roll cost more than a pre-roll?

Placed in the middle and read by the host, it reaches listeners who are already engaged and sounds like a recommendation. The tool sets a default CPM of €28 for it against €18 for the pre-roll and €12 for the post-roll, values you can change.

How much can a podcast with 12,000 downloads per episode earn?

With a pre-roll and a mid-roll, 4 episodes a month and a 10% discount, the tool finds €496.80 per episode, €1,987.20 a month and €23,846.40 a year. That assumes a sponsor on every episode.

What discount should a sponsor buying several episodes get?

There is no set rule; the tool suggests 10% by default. On €552 of slots per episode, that discount takes off €55.20 per episode, or €220.80 over a 4-episode month.

Is this tool really free?

Yes, all tools on Kristools are 100% free and accessible without registration.

Is my data protected?

Yes. All processing is performed directly and securely inside your browser. No personal data is sent to our servers.