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For Ad Buyers Looking Toward Fall, Podcast CPM Trends Show Cooling Media Inflation.


Podcast ad rates have remained relatively stable through the summer, as Libsyn's AdvertiseCast reports the average CPM rate was $22.14 for a 60-second ad spot sold through its platform during August. That is down a fraction from July but down by a larger five percent compared to what was recorded a year ago as media inflation has eased with the rest of the overall economy, something that is sure to make podcasting more appealing as ad buyers firm up their media plans for the remaining months of the year.


Podcast ad rates have remained relatively stable through the summer, as Libsyn's AdvertiseCast reports the average CPM rate was $22.14 for a 60-second ad spot sold through its platform during August. That is down a fraction from July but down by a larger five percent compared to what was recorded a year ago as media inflation has eased with the rest of the overall economy, something that is sure to make podcasting more appealing as ad buyers firm up their media plans for the remaining months of the year.


For bargain hunters, Libsyn’s AdvertiseCast says the best CPM rates can be found in some of the biggest genres, including Sports, News, and TV & Film. Each had average CPMs in the low-20s during August.


AdvertiseCast – which bases its averages on actual sales data across its network of roughly 2,900 shows, including more than 225 exclusive podcasts – says Technology shows held onto the top spot as priciest genre as has been the case during most of 2023. Tech shows had an average $26 rate last month, the same as during July. But during August two other genres, Education and Arts, tied for having the priciest CPMs.

Dave Hanley, Chief Revenue Officer of Libsyn's AdvertiseCast, says it is abundantly clear that the value of podcasting has reached new heights. “As the industry continues to grow, so does the understanding of the unique relationship between content, context, and audience engagement,” he said. “Brands are increasingly recognizing that context matters as much as content. It's not just about delivering a message; it's about delivering it in the right context, to the right audience, at the right moment.”


The company says it releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle.


How many downloads a show has still makes a difference in the average CPM. Shows with between10,000 and 100,000 downloads have the highest rates at $23.40, per AdvertiseCast data, down six cents from a month earlier. Podcasts with between 1,000 and 10,000 downloads have a $23.16 average, also down six cents. And AdvertiseCast says shows with more than 100,000 downloads continue to have the lowest CPMs at $20.04.


While there are month-to-month fluctuations, AdvertiseCast 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.


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