Libsyn says September brought with it the slightest of increases in the price paid by advertisers who bought ads on its platform. The average CPM rate for a 60-second ad last month was $21.37, a penny more than what buyers paid for the same ad in August. But Libsyn says CPMs were below what advertisers paid a year ago when the average CPM for a one-minute ad was $22.84.
The podcast genre with the highest CPMs in September was Government, which Libsyn Ads says came with a $31 CPM. That was up two dollars on average from a month earlier. Other high CPM genres included Technology, which demanded a $29 rate, while Health & Fitness had an average CPM of $24 — both of which were on par with their August averages.
For marketers looking for a lower rate, Libsyn says there were more accessible CPMs to be had as usual. Genres including Kids & Family, Sports, and History all had CPMs in the high teens to low 20s in September across Libsyn Ads’ network of shows.
The monthly update shows the drop in average CPM largely came from podcasts with 1,000 to 10,000 downloads per episode, which saw their average rate drop 10% last month to $20.41. The data shows podcasts with 10,000 to 100,000 downloads per episode had the highest average CPM. It was $23.02 in September, a slight decrease month-to-month. At the same time, podcasts with more than 100,000 downloads per episode saw their average CPM rise slightly to $20.41.
The figures are based on actual sales data for more than 1,200 podcasts for which Libsyn Ads sells time. CPM is cost “per mille” or cost per 1,000 listeners.
With AI and deepfakes raising concerns about content integrity, Libsyn Chief Revenue Officer Rick Selah says podcasting remains a trusted medium for listeners and advertisers alike. He says that is supported by new tools that ensure brand safety and suitability, like his company’s recent partnership with Barometer that provides real-time, continuous verification of brand suitability for every episode in its marketplace. “This gives advertisers confidence that their messaging aligns with content that reflects their values across our extensive podcast network,” Selah said.
Libsyn has a catalog of hundreds of exclusive podcasts and thousands of participating shows, while its Libsyn Ads sells podcast advertising inventory for partners including ABC Audio, The Viall Files, Aaron Mahnke’s Lore, Darknet Diaries, The John Campea Show, The Newsworthy, and Berner Phone, among others.
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