Libsyn Ads says the average one-minute ad sold on its platform had a $21.75 CPM last month. That is slightly under the $21.94 average CPM seen in March, and four percent below the rate paid by advertisers a year earlier. The data is derived from actual sales across Libsyn Ads’ network of more than 1,500 shows.
The dip in average CPMs last month largely were the result of podcasts with between 1,000 and 10,000 downloads per episodes seeing their average cost drop month-to-month. Libsyn Ads says shows in that segment had an average CPM of $21.90 in April. That was down from $22.45 a month earlier. At the same time, podcasts with between 10,000 and 100,000 downloads per episode saw their average CPM increase to $22.82. Those with more than 100,000 remained relatively steady at $20.84.
The podcast genre with the highest CPMs remained Technology in April, which Libsyn Ads says came with a $27 CPM. It was followed by Education, at $25, and Comedy, at $24. But for marketers looking for a lower rate, it says there were more accessible CPMs to be had as usual. Genres including Games, Kids & Family, and Religion & Spirituality all had CPMs in the high teens to low 20s in April across Libsyn Ads’ network of shows.
While there are month-to-month fluctuations, Libysn Ads says the typical one-minute ad sold by its platform has a $25 CPM while a 30-second ad typically has an average $18 CPM. That is the same as a year ago.
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 1,600 shows.
Libsyn also says it will present a the 2024 IAB Podcast Upfront, hosting a panel discussion on Thursday, May 9 with Nick Viall, host of The Viall Files podcast, and Liz Alesse, Vice President of ABC News’ ABC Audio, focused on podcast advertising.
“Podcasting has become a driving force in advertising, captivating more than 135 million Americans monthly with engaging content from diverse creators spanning every genre,” said Dave Hanley, Chief Revenue Officer of Libsyn. “This Upfront season, as Libsyn takes the IAB stage with our esteemed partners, we’ll showcase the power of podcasting with its new ad formats and capabilities, and offer actionable insights on how brands can forge genuine connections with audiences — and how it outperforms other channels in driving consumer action.”