AdvertiseCast Sees ‘Remarkably Steady’ Podcast CPMs At Midyear, Despite Economic Uncertainty.
Podcast CPMs rose slightly in June as the advertising season heats up in the summer months against the backdrop of a potentially cooling economy. For the time being, Libsyn’s AdvertiseCast reports the average June CPM rate was $23.97 for a 60-second spot for ads sold through its platform. That is up fractionally from May’s average CPM of $23.83. But the number is up two percent compared to the $23.43 average recorded a year earlier.
“The average CPM for an ad sold through Libsyn’s AdvertiseCast is remaining remarkably steady amidst a changing economic environment,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “Marketers and advertisers are embracing the medium as listenership continues to surge. And we continue to invest in new tools, meaningful insights, and ad tech innovations to provide them with the ability to scale, measure, and effectively target podcast listeners around the world.”
Among the shows and publishers whose inventory is sold via AdvertiseCast, the three show genres that had the highest CPMs in June were Technology ($27), Business ($26) and Education ($24). The Technology category’s average CPM was down one dollar from the May average, however, and Education was down by two dollars.
According to AdvertiseCast, podcasts with between 1,000 and 9,999 downloads per episode had the highest CPM last month at $26.55 – a four percent month-to-month decrease. The CPM for this category of shows hit a record high in April and has been falling back for the past two months.
For shows with between 10,000 and 99,999 downloads the average CPM was $24.63, a six percent month-to-month increase. And for shows with 100,000 downloads or more per episode, the average CPM was $20.77, a slight increase from a month earlier.
AdvertiseCast bases the cost per thousand or CPM from actual sales data from more than 2,900 podcasts in its marketplace, including more than 210 exclusive podcasts. While there are month-to-month fluctuations, it says the typical one-minute ad has a $25 CPM while a 30-second ad typically has an average $18 CPM. That is the same as a year ago.