Podcast CPMs had their biggest bounce since the spring during September as Libsyn’s AdvertiseCast reports the average CPM paid by advertisers was $22.91 for a 60-second spot sold on its platform. That is up four percent from the August average of $22.07. After a soft third quarter, podcast executives have said they see business picking up for Q4 and the CPM figures may be an indicator that is coming to fruition. They are the highest average CPM since June’s $23.05 average. according to AdvertiseCast.
The back-to-school season gave the Education genre a one-dollar increase in its average compared to a month earlier. At $27, it had the highest CPMs of any show category. Arts held steady month-to-month at $26, while Technology’s average slipped a dollar to $25. All three had been tied at $26 during August. Bargains can still be had though, as AdvertiseCast says the Fiction, News, and TV & Film genres each had CPMs which averaged around the low 20s in September. It also points out that on a year-to-year basis, the average CPM for a 60-second spot across all genres is four percent lower than it was during September 2022.
AdvertiseCast – which bases its averages on actual sales data across its network of roughly 2,800 shows – says podcasts with between10,000 and 100,000 downloads have the highest rates at $23.77, up one percent month-to-month. Podcasts with between 1,000 and 10,000 downloads had a $23.19 average, down three cents month-to-month. And AdvertiseCast says shows with more than 100,000 downloads continue to have the lowest CPMs at $21.81 during September, up seven percent from August.
In a move to make advertising even more appealing to marketers, Libsyn says it has also enhanced its brand safety capabilities. Its AdvertiseCast marketplace now leverages Comscore technology to scan and analyze the transcripts of individual podcast shows within the marketplace, enabling contextual profiling of their audio inventory.
“Our advanced brand safety and suitability solutions prioritize advertisers' peace of mind,” said Chief Revenue Officer Dave Hanley. “Through our AdvertiseCast marketplace, we utilize Comscore technology to meticulously analyze podcast show transcripts, enabling contextual profiling and show scoring. This commitment ensures brands can confidently navigate the digital audio landscape.”