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Podcast CPMs Held Steady In October Says AdvertiseCast.


The average one minute podcast ad that sold through Libsyn’s AdvertiseCast last month had a $24.24 CPM rate, a slight uptick from the $24.15 rate the company recorded for September. The CPM average was up three percent from a the $23.48 average of last October.


The monthly update includes a new show category at the top of the heap. AdvertiseCast says Kids & Family podcasts had the highest average CPM at $28. That was up four dollars from the average reported for the genre in September. Kids & Family unseated Technology shows, which had been at the top for several months. Tech shows came in at an average $27 CPM last month, down one dollar from September. True Crime tied Technology at $27. 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 each averaged CPMs in the low twenties.


AdvertiseCast bases the cost per thousand or CPM from actual sales data from nearly 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.


According to AdvertiseCast, podcasts with between 1,000 and 9,999 downloads per episode had the highest CPM last month at $26.75, on part with September when rates rose for the first time in five months.


For shows with between 10,000 and 99,999 downloads the average CPM was $24.60 in October, up 12-cents from September. And for shows with 100,000 downloads or more per episode, the average CPM was $21.39, an increase of a penny from a month earlier – but good enough to become the highest CPM in all of 2022 so far for this group of shows.


“New industry reports indicate that podcast advertising is one of the top channels for marketers looking to achieve both their brand marketing and performance marketing objectives. Via a single medium, they can amplify consumers’ brand awareness and affinity, as well as boost their searches and purchase intent,” said Dave Hanley, Chief Revenue Officer at Libsyn’s AdvertiseCast. “It’s evident that podcast advertising is the place to be and the next step for marketers is to work with a dynamic marketplace like AdvertiseCast to confidently roll out their digital audio campaigns in relevant, brand-suitable environments.”

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