How to Get Sponsorship for Podcast: Your Ultimate Guide

Now that your podcast is growing and ready to make money, it’s time to learn how to get sponsorship for your podcast.

Sponsorships are an effective way to monetize your podcast and generate revenue while supporting ongoing production costs.

This guide will help you navigate the sponsorship world and take your podcast to new heights.

Let’s dive in.

What is Podcast Sponsorship?

Podcast sponsorship is a collaborative partnership where advertisers pay podcasters to promote their products, services, or messages to the podcast’s audience.

This monetization strategy involves scripted ad spots or integrated content within episodes.

Sponsors may vary from companies selling products or services related to the podcast’s niche to advertisers looking to reach a specific demographic.

Sponsors gain exposure to the podcast’s audience, often a targeted and engaged group of listeners.

Podcast advertising is an effective marketing strategy for brands looking to promote their products.

Why do Podcasts need Sponsors?

Besides increasing revenue, podcast sponsorships are a great way to enhance listener experience by integrating sponsored content into your podcast episodes.

According to a Nielsen survey, 78% of podcast listeners don’t mind sponsorship messages and advertisements in podcast episodes.

After hearing about products and services through podcast ads, 62% of listeners are more likely to consider them.

Also, if you are growing your podcast audience, finding podcast sponsors could allow you to make your side hustle or hobby into a full-time job.

Before looking for a sponsor, you need to know what to look for and how to be found.

How do podcast sponsorships work?

Before you start looking for sponsors, knowing what you are getting into is important.

You need to find the best ad model for your podcast sponsorships.

CPM model (cost per mille)

It depends on how much money an advertiser will pay you per 1000 listens or downloads.

The cost of podcast sponsorships ranges from $20 to $50, depending on the popularity and niche of the podcast. This model is most effective for podcasts with thousands to millions of listeners.

CPA model (cost per acquisition)

It is an affiliate model where you get paid for every sale through a link or a referral code.

The model works best for independent podcasters and new podcasts with a small audience.

Key tip:

You can place the referral link anywhere on your website (you can create free podcast website at Podfan also) or social media posts to promote your sponsors and increase your commissions. You can even send it to your newsletter subscribers.

Types of Podcast Sponsorship

Sponsors will pay you depending on where you place their ads in your podcast. These are some areas where you can place your sponsor advertisements.

• Pre-Roll Ads: These ads appear at the beginning of a podcast episode, typically around 15 to 30 seconds long.
• Mid-Roll Ads: These ads are placed in the middle of a podcast episode, often during a natural break in the content.
• Post-Roll Ads: Placed at the end of a podcast episode, these ads are generally shorter and serve as a concluding message for the audience.

Some more types of podcast advertisements include:

• Personalized endorsements
• Sponsored segments
• Pre-recorded ads
• Live host-reads

5 Essentials before your go for Podcast Sponsorships:

If you want to increase your chances of getting podcast sponsorships, there are several essentials you should consider:

• Podcast Analytics
• High-Quality Content
• Professional Branding and Presentation
• Engagement Rate
• Well-Designed Podcast Website

How to Get Sponsorship for Podcast? 4 Effective Ways

Now that you know how podcast sponsorships work, it’s time to find potential sponsors for your podcast.

Follow these effective steps to get podcast sponsors for your show.

Reach Out to Potential Sponsors

At this stage, you should have a good idea of what your listeners like and don’t like, and you can now start searching for potential sponsors for your podcast.

The most important thing is to find sponsors that fit your podcast’s niche.

Otherwise, your audience will grow bored if the ads are irrelevant to your brand.

Understand what your listeners want and enjoy, then look for matching sponsorships.

Sponsors are more likely to invest if there’s a clear match between their target market and your listeners.

Key tips:

• Listen to other podcasts in your niche and contact companies that sponsor them
• Reach out to your competitors' sponsors, who might be interested in a similar audience
• You can browse ads on websites and social media related to your niche
• Look for businesses that purchase paid ads
• Ask for listener’s reviews about what kind of products they like

Create a Compelling Sponsorship Pitch

When you reach out to any potential sponsors, they will want to know why they should advertise their product with you.

That’s where your pitch comes in.

You can email your idea to businesses or brands in your niche directly.

It is a great way to stand out from competitors in your niche, and you don’t have to split your revenue with a network.

Your pitch can answer all the sponsor’s questions, like:

• Who are you?
• What kind of podcast do you host?

Another important thing is to let sponsors know what’s in it for them if they sponsor your show.

Key tips:

Craft your email pitch to include a media kit having:

• Your podcast’s title and logo
• Podcast description or summary
• Episode length and format
• Any previous guests you’ve had on your show
• Host introduction
• Your proposal or idea, you can get their opinion too
• Information about the podcast’s audience, like demographics and downloads
• Recommend some of your podcasts to get an idea of your content
• Your contact information

If you don’t hear back from your potential sponsors, send a follow-up email a week later and ask them for an answer.

Join Podcast Networks to Find Sponsors

Podcast advertising networks like Midroll and Acast can help you find podcast sponsors in return for a commission (usually about 30% of your ad revenue).

Networks handle the negotiation and payment processes, making it easier for podcasters to monetize their content.

Podcast advertising networks are only useful for podcasters with larger audiences.

However, smaller podcasters can still benefit by using these networks to gain access to more advertisers.

Some podcasters and advertisers prefer direct relationships to have more control over negotiations and terms.

Join a Podcast Ad Marketplace

Podcast marketplaces are online platforms that connect podcasters with advertisers and potential sponsors and facilitate the buying and selling of advertising space within podcasts.

Some podcast ad marketplaces you can look into are:

• Podcorn
• AdvertiseCast
• Anchor Sponsorships
• Gumball
• BuySellAds
• Podbean

Create profiles on these platforms, submit your podcast, and provide general information about your podcasts to attract interested sponsors.

Final words:

Remember that building relationships with sponsors takes time and persistence.

Hopefully, this guide will help you get podcast sponsorships that will not interrupt your listeners.

Ask for listener feedback.

Craft high-quality sponsorship content that provides value for your audience and sponsors, leading to a successful monetization strategy.

FAQs

How many listeners do you need to get sponsors on a podcast?

A few thousand downloads per episode may be a starting point, while larger audiences increase sponsorship potential.

How much do podcast sponsors pay?

Podcast sponsor payments vary widely, ranging from $15 to $50 or more per thousand downloads (CPM).

How do I get companies to sponsor my podcast?

To get companies to sponsor your podcast, you can create a compelling pitch highlighting your target audience, podcast reach, and potential benefits for sponsors. Contact relevant companies directly, showcase your podcast’s value, and explore networking opportunities with industry events or podcasting platforms.