The average CPM rate for a 60-second spot sold by AdvertiseCast during November was $23.35. That was up two cents from the $23.33 average rate recorded a month earlier. But it was up 5.8% from the $22.07 average rate in November 2021.
According to AdvertiseCast, podcasts with between 1,000 and 9,999 downloads per episode had the best CPM last month at $24.67. That compared to $23.86 for shows with between 10,000 and 99,999 downloads and to the $21.23 CPM for shows with 100,000 downloads or more per episode.
“Podcast advertising rates held steady in November, remaining relatively flat as we move into December.” said Dave Hanley, Chief Revenue Officer at AdvertiseCast. “We believe rates overall will hold steady through the end of 2021.”
AdvertiseCast bases the cost per thousand or CPM from actual sales data from across the 2,200+ 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.
AdvertiseCast’s parent company Libsyn struck a deal last month to buy the small podcast-focused Podgo Media. The year-old membership-based platform is focused on shows with fewer than five thousand listeners and advertisers who are targeting “micro” markets. Podgo will be integrated with AdvertiseCast as Libsyn says that the addition of Podgo will add more “niche content” to the AdvertiseCast platform, saying that despite their small audiences, such shows can be highly valuable to marketers.
“The addition of Podgo to Libsyn’s AdvertiseCast marketplace will introduce new monetization opportunities for advertisers across bundles of emerging shows at competitive rates,” said Hanley. “We believe this will drive great performance and engagement for brands in the future.”
Libsyn has said that podcasters and advertisers using Podgo will be transitioned to the AdvertiseCast platform.