The fourth quarter typically brings the highest podcast CPMs of the year as the ad market heats up in part due to holiday retailer ad spending. Libsyn’s AdvertiseCast says that is holding true this year, despite the tenuous economy. It reports the average CPM paid by an advertiser using its network last month was $24.76 for a 60-second ad. That is up three percent from October when the average was $23.98. It is also a six percent increase from what advertisers paid for a one-minute ad a year ago.
For a second consecutive month the genre that had the highest rates in November was Kids & Family with average CPM of $28, even with a month earlier. The Science genre jumped up to second place with a $27 average CPM for a 60-second ad. The Technology and Health & Fitness genres tied for third, each averaging a $26 CPM. There were some bargains to be found as well – or what AdvertiseCast calls “more accessible” rates. It says podcasts in the Fiction, TV, and News categories each continued to average CPMs in the low twenties last month.
AdvertiseCast bases the cost per thousand or CPM from actual sales data from 3,000 podcasts in its marketplace, including more than 225 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. And for shows with 100,000 downloads or more per episode, the average CPM was $22.08, a five percent increase from a month earlier – and for another month climbing to its highest CPM level in all of 2022 so far.
“Advertisers are seeing a steady climb in podcast reach and the frequency among the highly engaged people that are listening,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “Amidst current economic headwinds and social media brand safety concerns, protecting and maximizing ad investments has become top-of-mind for brands. Podcasting is rising to the challenge by meeting marketers' needs for stable returns.”