For podcasts
Fill every ad slot on your podcast
Independent podcasts sell their own ads: a few show sponsors, a stream of one-off advertisers, and the agencies in between. Sponsor Trove keeps every advertiser in one pipeline, shows you who opened your media kit, and reminds you who to follow up with.
What podcast sponsors buy
Podcast ads are usually sold by position, read type and episode count, often per thousand downloads.
Pre-roll, mid-roll and post-roll
Ads at the start, middle or end of the episode. Mid-rolls typically command the most.
Host-read ads
The host reads the ad in their own voice, often with a personal take, the format listeners trust most.
Show or season sponsor
One sponsor across every episode for a season or quarter, with "presented by" billing.
Episode and series sponsors
Sponsoring a special episode, a mini-series or a live show.
Bundles
Ads across several shows in your network, or combined with your newsletter and social posts.
Live and video
Sponsorship of live tapings and video versions of the show.
Who sponsors podcasts
Podcast advertisers want an engaged audience that matches their customers. Depending on your show:
- Software and SaaS companies, for business and tech shows
- Direct-to-consumer brands
- Financial services and investing apps
- Education and course platforms
- Agencies buying for several brands
- Other podcasts and media companies, for cross-promotion
The podcast ad sales calendar
Many shows sell inventory a quarter at a time, with advertisers planning around their own budgets.
- Start of each quarter: Renew current sponsors and see what inventory is open for next quarter.
- Mid-quarter: Pitch new advertisers and agencies with your latest downloads and audience data.
- Before recording: Collect talking points, promo codes and approvals for host reads.
- After the run: Send results and discuss renewal or a bigger package.
How Sponsor Trove helps
Know who opened your media kit
Share your media kit as a link instead of a PDF. You'll see which brands and agencies opened it and came back, and every reader becomes a deal automatically.
- See who opened it and when
- Each reader becomes a deal automatically
- Your show's logo and colors on the link
Every advertiser, every quarter
Each advertiser is a deal tagged with what they bought. Group deals by quarter or season, set a revenue goal and watch it fill up.
- Package, amount and owner on every deal
- A goal for each quarter or season
- Your producer or sales help on one board
Follow up before the slot is gone
Set follow-ups on every brand that's interested but hasn't signed. One click shows everyone due today, and quiet deals are flagged.
- Follow-ups with dates and owners
- One click shows everything due today
- Quiet deals flagged automatically
Advertiser emails, on the deal
Connect Gmail and every email with a brand or its agency lands on the deal, including the media buyer who just joined the thread.
- Read-only, and only emails with your sponsors
- Everyone at a sponsor's company is matched
- See who's waiting on a reply
Questions
What should a podcast media kit include?
Your show and host, downloads per episode, audience details (who listens, where, what they do), ad formats and prices, example reads and past sponsors. Advertisers buy your audience, so be specific about it.
How do podcasts price ads?
Many shows price per thousand downloads (CPM), with host-read mid-rolls priced highest. Others sell flat per-episode or season sponsorships. Pick the model your buyers are used to and keep it consistent in your media kit.
Sponsor Trove talks about events. Does it work for a podcast?
Yes. Create an "event" for each quarter or season of inventory, each with its own revenue goal, and track advertisers in it.
Can you move our advertisers from a spreadsheet?
Yes. We'll bring them into Sponsor Trove for you, free.
Related guides: Sponsorship prospectus tracking ยท Following up on a sponsorship proposal