How to Track Marketing Impact of Podcast Marketing Part II
Published: 10/24/2022
Podcast Valuation
CPM is the cost you’ll pay per 1,000 impressions or downloads, and CPA is the cost you’ll pay to acquire a customer. Most ads are priced on a CPM model for Podcasts.
Quick Facts
- Industrywide, the average CPM rate is $18 per 1,000 listeners for 30-second ads and $25 per 1,000 listeners for 60 seconds ads.
- Podcasts with audience sizes ranging from 500 to over 100,000 listeners charged a CPM rate between $21 to $27 for 30-second ads. For 60-second ads, the CPM rate was between $23 and $37.
- U.S. podcast audiences listen to four to five podcasts per week.
Podcast Advertising Rates 2022
The amount you pay for podcast advertising will vary depending on the length and type of the ad.
It’s essential to know that podcasts offer different pricing structures. Ads are sold on a cost per mille (CPM) or cost per acquisition (CPA) rate. CPM is the cost you’ll pay per 1,000 impressions or downloads, and CPA is the cost you’ll pay to acquire a customer. Most ads are priced on a CPM model.
The current average cost of podcast advertising is a CPM of about $25.
AdvertiseCast notes that the average CPM for 30-second ads is $18, and the average CPM for 60-second ads is $25.
Podcast advertising costs 2022
Early Indicators
Use podcasting for brand awareness, not lead generation. Therefore we may not be seeing as many correlations with transactions, but we could tie Podcast correlations with Goal spikes and other source detections such as search, pages, and sources.
Rebekah Bek: As a UX writer for Ahrefs, Bek was responsible for podcast sponsorships. She writes her advice for podcast advertising strategies in this Medium post. Here are the key takeaways:
- Rather than being a tool for lead generation, podcast advertising is a tool for gaining exposure and brand awareness.
- It’s not always about measurable ROI.
- Organic, not scripted, mentions performing best.
- Understand that your audience may have eclectic tastes.
