The average CPM rate for a 60-second podcast spot sold by AdvertiseCast in October was $23.33. That was up slightly from the $23.14 rate a month earlier. But it is up 8.4% from the average $21.52 logged a year ago. CPM is the cost of an ad per one thousand listeners to a show.
According to AdvertiseCast, podcasts with between 1,000 and 9,999 downloads per episode had the best CPM last month at $24.78. That compared to $23.52 for shows with between 10,000 and 99,999 downloads and to the $21.67 CPM for shows with 100,000 downloads or more per episode.
“Podcast advertising rates ticked up slightly in October, although they remained relatively flat as we progress into the fourth quarter of 2021,” said Dave Hanley, Chief Revenue Officer at AdvertiseCast. He notes the figures are not reflective of podcast ad pricing that is arbitrarily set by a sales organization, but rather prices are driven by supply and demand within AdvertiseCast’s marketplace. The averages are based on data from 2,038 podcasts.
According to AdvertiseCast, the typical one-minute ad has a $25 CPM while a 30-second ad typically has an average $18 CPM. The Libsyn-owned company is now releasing monthly updates to bring added transparency to podcast advertising pricing.