Libsyn Ads says July was marked by stability as the price paid by advertisers for ads on its network moved little in July. The average CPM for a 60-second spot was $21.90. That was a very slight decrease compared to June’s average CPM rate of $21.92. The July 2024 CPM rate was also four cents less than what marketers paid in July 2023.
The data shows podcasts with 10,000 to 100,000 downloads per episode had the highest average CPM. It was $23.25 in July, down from $23.52 in June. The biggest movement came among podcasts with 1,000 to 10,000 downloads per episode, which saw their average cost jump to $22.30, a two percent increase month-to-month. At the same time, podcasts with more than 100,000 downloads per episode saw their average CPM drip slide three percent to $20.15.
The podcast genre with the highest CPMs in May remained Technology, which Libsyn Ads says came with a $30 CPM. It was followed by Government, at $26, and Business, at $23. But for marketers looking for a lower rate, it says there were more accessible CPMs to be had as usual. Genres including Health & Fitness, Comedy, and Education all had CPMs in the high teens to low 20s in April across Libsyn Ads’ network of shows.
CPM is cost “per mille” or cost per 1,000 listeners. Libsyn Ads bases its averages on actual sales data across its network of roughly 1,300 shows.
While the summer’s heat may be sweltering, a lot of the ad community is currently focused on the holiday season, and Libsyn Chief Revenue Officer Rick Selah says marketers considering podcast ads now is time for brands and agencies to incorporate podcast advertising into their festive marketing plans.
“With peak seasonal sales around Thanksgiving, Black Friday, and Cyber Monday in November, followed by holiday shopping in December, now is the ideal time to invest in podcasts to achieve unmatched brand recall, positive brand sentiment, and broad, scalable reach,” Selah said. “Podcast hosts create an environment ripe for influence and discovery among their engaged listeners. As rising podcast audiences celebrate, decorate, host, travel, donate, and shop, marketers should embrace the valuable podcast ad opportunities to capture the holiday spirit, boost marketing efforts, and drive consumer action.”
Kommentare