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In A World Of Inflation, Podcasters Have New Selling Point: CPMs Are Close To Steady.


Podcast ad CPMs dipped slightly during May. AdvertiseCast says the average CPM for an ad sold through its marketplace was $23.77 during May, a one percent dip from April. The average is on par with CPMs one year ago.


Among the shows and publishers whose inventory is sold via AdvertiseCast, the three show genres that had the highest CPMs in May were Business ($28), Technology ($26), and Kids & Family ($26).


According to AdvertiseCast, podcasts with between 1,000 and 9,999 downloads per episode had the highest CPM last month at $27.53 – a three percent month-to-month decrease. The April CPM for this category of shows tied a record set during January.


For shows with between 10,000 and 99,999 downloads the average CPM was $23.13, a one percent month-to-month increase. It reversed a sequential drop reported each month since the beginning of the year.


And for shows with 100,000 downloads or more per episode the average CPM was $20.66, 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.


This week marks one year since Libsyn closed its deal to buy AdvertiseCast for $30 million. It then struck a $5 million deal to buy Podcast Ad Reps in February, folding the podcast rep firm into its ad operations earlier this year.


The AdvertiseCast marketplace now includes more than 2,900 shows, an increase of 15% during the first quarter. It also has exclusive ad selling deals with over 210 podcasts, a 92% year-over-year jump.


During the past year, AdvertiseCast has had more than 740 active advertisers. While Libsyn has not reported its overall revenue in nearly two years, it says AdvertiseCast had $12 million in revenue during 2020 and exceeded its target of $18 million during 2021 – although it did not say by how much.


“Libsyn’s AdvertiseCast is celebrating a pivotal milestone – and with industry forecasts pointing to significant podcast advertising growth ahead, we’re paving the way in rolling out new innovations and robust insights — and with greater transparency for our advertisers,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “New capabilities in podcast advertising make the medium even more compelling for brands of all sizes to harness the power of podcasting in connecting with diverse listeners and driving measurable outcomes.”

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