Podcast ad rates dipped two percent in June according to Libsyn’s AdvertiseCast. It says the average CPM paid for a 60-second podcast ad last month was $23.03. That was a 44-cent decrease from the May average. And CPMs are down by four percent from a year ago when the average was $23.89.
AdvertiseCast – which bases its averages on actual sales data across its network of thousands of shows, including more than 225 exclusive podcasts – says Technology shows held onto the top spot as the priciest genre. Ads in that category went for an average CPM of $27, up one dollar from May. Business podcasts held steady at $26, which put the genre in second place. Education shows had the third most-expensive CPM at $25, although it was down one dollar from a month earlier.
For bargain hunting brands, AdvertiseCast stays there remains some more accessible genres with CPMs in the high teens to low twenties. During June that list included the Arts, Fiction, and History genres, each of which cost a third less than the medium’s highest-priced shows.
The June data show shows with between 1,000 and 10,000 downloads continued to be the priciest with a CPM average of $24.05, down three percent from May’s average. Podcasts with between 10,000 and 100,000 downloads had an average CPM of $23.68, which was a two percent decline month-to-month. And AdvertiseCast says shows with more than 100,000 downloads continue to have the lowest CPMs at $21.37 in June, down one percent from May.
“Podcasting has come a long way, evolving from traditional host read for direct response to a dynamic medium that holds immense potential for brands and advertisers,” says Dave Hanely, Chief Revenue Officer of Libsyn's AdvertiseCast. “As industry leaders, it is our responsibility to educate and empower them about future possibilities. Contextual targeting, programmatic advertising, AI, and data-driven insights are revolutionizing the podcasting landscape, opening up new avenues for engagement and ROI. By embracing these advancements, brands can unlock the true power of podcast advertising, reaching their target audience with precision and creating meaningful connections.”