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Podcast Ad Rates Held Steady In May, Says Libsyn’s AdvertiseCast.


Podcast advertising rates held nearly steady in May compared to April, according to the monthly update from Libsyn’s AdvertiseCast. It says the average CPM paid for a 60-second podcast ad last month was $23.09. That was a three-cent increase from the April average. The figure reflects a somewhat cooler ad market since the CPM average was three percent lower than the $23.71 average of a year ago.


AdvertiseCast – which bases its figures on actual sales data across its network of thousands of shows, including more than 225 exclusive podcasts – says there was a three-way tie for the most expensive CPMs. The Technology, Education and Business show categories each had an average $26 CPM. Yet for brands looking to go beyond those genres, there remain bargains to be had. AdvertiseCast says three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include Fiction, Music, and History, which averaged around the high teens during May.


Podcast audience size also matters. The May data reveals that shows with between 1,000 and 10,000 downloads returned to their status as the priciest with an average CPM of $24.62. It is the first time since last year that the 1,000 to 10,000 download group cost the most. It overtook podcasts with between 10,000 and 100,000 downloads, which had a CPM average of $23.97 last month. And AdvertiseCast says shows with more than 100,000 downloads continue to have the lowest CPMs at $21.78 in May.


"Our podcast advertising rates are fueled by the dynamic interplay between the expanding listenership and the rising demand from advertisers,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “The diverse range of content is drawing in more brands that are recognizing the tremendous potential to forge intimate connections with listeners.That’s translating to a more memorable and effective ad experience.”


Libsyn has also launched a new AdvertiseCast 5x5 Podcast Referral Program designed to reward referrals to its podcast advertising marketplace. The program allows individuals to refer a podcaster to AdvertiseCast and earn a five percent commission on their revenue for the first five months for each successful referral. The company says by leveraging their networks and advocating for AdvertiseCast's comprehensive advertising platform, including its Automatic Ads solution, anyone can generate additional income while supporting the growth of the podcasting industry.

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