Podcast Ad Rates Jumped 6% In January Despite Typical Post-Holiday Marketing Slowdown.


What does media inflation look like? In podcasting, it is a higher average CPM in January than in December. Libsyn’s AdvertiseCast reports the average CPM rate for a 60-second spot was $25.38 last month. That was up six percent from the $23.91 average recorded in December. And it was up 13% from a year earlier.


“We are really pleased to see a rate increase from December to January, signaling that demand from podcast advertisers continues to be strong,” said Dave Hanley, Chief Revenue Officer at AdvertiseCast. “Generally, demand tapers off slightly after the holiday season, so this is a great sign that podcast advertising is entering 2022 with great momentum.”


According to AdvertiseCast, podcasts with between 1,000 and 9,999 downloads per episode had the best CPM last month at $28.43 – a nine percent month-to-month increase and the highest average monthly CPM logged since AdvertiseCast began tracking the metric in 2020.


For shows with between 10,000 and 99,999 downloads, the average CPM was $24.57 during January, a two percent rise month-to-month. And for shows with 100,000 downloads or more per episode the average CPM was $23.17 in January, a seven percent increase from December.


AdvertiseCast bases the cost per thousand or CPM from actual sales data from across the more than 2,500 podcasts in the AdvertiseCast marketplace. 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.


The rates, which are denoted as cost per thousand or CPM, are derived from actual sales data from across the more than 2,300 podcasts in the AdvertiseCast marketplace.

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