On the journey towards monetizing your podcast, you might consider moving beyond programmatic ads and winning sponsors for your show. Sponsorships are one of the most reliable ways to generate revenue from a podcast as, over time, creators develop mutually-benefital relationships with their sponsors.
Sponsorships don’t just provide consistent income, they also help establish credibility for your show and support long-term revenue growth. For sponsors, a partnership provides access to hard-to-reach niches, as well as the endorsement of a host who commands a loyal following. According to Sounds Profitable, 80% of the most active podcast listeners trust the ads they hear on podcasts. Those sorts of facts have helped build corporate trust in the medium, unlocking advertising budgets for podcasters and audio creators.
As advertising on audio and video podcasts rises in popularity, there are many exciting opportunities out there for shows in every genre. The key is knowing how to pitch, who to pitch, and what show metrics to share.
The Podglomerate has unlocked more than $2.5 million for its monetization clients to date, working with hundreds of major brands – like Notion, Shopify, Chanel, and Lululemon – to deliver customized ad experiences and track attribution on the effectiveness of those ads. In this article, we’ll explain how to find the right sponsors for your show, as well as tips for pricing your ad reads and growing your sponsor revenue sustainably.
Build a Strong Foundation Before Reaching Out to Sponsors
Before you can pitch your show to sponsors, you need to know your audience back to front. Define who listens to your show by using demographics data, audience behavior, and (if you can) research about buying habits, and gather everything into a deck.
In our Ultimate Guide to Podcast Marketing, we go into depth on how to gather audience data for your podcast. Download it for free and use the step-by-step information to build your case.
Why Is Audience Data Important?
Many podcast sponsors will value audience alignment over download numbers — that’s just one of the many reasons you should be monitoring your podcast metrics. You’ve heard of “micro-influencers” on social media; the same principle applies for podcast sponsorships.
Some metrics to consider:
- Age and gender.
- Geographic location.
- Listening habits and lifestyle
- Buying behavior and economic status.
If you can prove you have a highly-engaged audience, you may be able to earn more. And if that audience is a traditionally hard-to-reach demographic group, then you may be able to charge even higher rates. Before you approach any sponsors, you need to figure out a realistic expectation for podcast monetization.
But beyond audience alignment, having professional production is the second most important element of selling your show to sponsors. A consistent publishing schedule and better-than-average production will assure potential sponsors that you are a reliable show to partner with. Our Ultimate Guide to Podcast Production has the insights you need to optimize your show’s workflow – from pre-production to audio editing and beyond.
Identify the Right Podcast Sponsors
The easiest place to start when looking for podcast sponsors is to approach brands that you or your hosts currently use and love. An authentic host-read will promote the product better than any cookie-cutter script.
Look for sponsors in your industry. If your podcast is health and wellness adjacent, consider sponsors like Zoe or AG1. If you have a niche horror podcast, look for movie or book publishers who may want to promote a new release.
After writing down a list of 15-20 brands, figure out if any of them have sponsored podcasts before, and target them first. If you’re stuck for ideas, consider using a sponsorship marketplace or network. Some examples include Podcorn, AdvertiseCast, and Gumball.
You could locate sponsors by working with our team at The Podglomerate to build your partnerships. We’ve helped build hundreds of direct sponsorship relationships; if they’re spending money on podcasts, we can reach them.
Over the years, we have grown a network of strategic partnerships with other shows and agencies to get our clients access to as many deals as possible. Buyers have an appetite to purchase packages of shows, in addition to placements; therefore, collaboration is key. We also offer a podcast consultancy option, if you’d rather hear our expert advice and execute in-house.
Craft a Compelling Pitch
Once you’ve identified your dream sponsors, the next step is to build a pitch that shows them why your show is worth investing in.
Start with a simple media kit: outline your audience profile, average downloads, growth trajectory, and engagement metrics. Sponsors want to know who they’ll be reaching and how effectively you can deliver their message.
Make sure to list any owned media you have to offer a sponsor (website, newsletter, social media, live events, etc.) and include that in the pitch package. Even if you are only focused on selling the audio asset, you should convey your total reach and ecosystem so the sponsor is aware.These items could act as a sweetener or AV (“added value”), or it could provide an opportunity to upsell the sponsorship into a more comprehensive 360 deal.
When reaching out to the potential sponsor, avoid a generic email blast. Instead, personalize your outreach to highlight why their brand is a strong fit for your audience. Just like a podcast interview pitch, a well-researched sponsorship pitch that demonstrates alignment will go much further than download numbers alone.
Price Your Sponsorships Fairly
Most podcast sponsorships are priced on a CPM (cost per thousand downloads) model, with mid-roll placements typically commanding higher rates.
But remember: CPMs are just a starting point. As we mentioned earlier, if your audience is highly engaged or represents a niche market, you may be able to command premium rates. Offering flexible packages (from pre-rolls to full episode sponsorships) gives brands options that fit their budgets.
If a deal doesn’t work out, ask for feedback. Your pricing may be the reason. It’s better to address these issues early to avoid sustained disappointment.
Finally, Nurture Your Long-Term Relationships
Winning a sponsor is only the beginning. Deliver clear performance reports, overdeliver on value with extras like social mentions, and maintain regular communication. Strong relationships turn one-off campaigns into recurring deals that sustain your podcast’s growth. Remember, our team is always here to support your monetization journey.
Have questions? Interested in having The Podglomerate help grow your podcast revenue through sponsorships? Connect with us to hear more about our podcast services.
