Sponsorships are one of the most common ways podcasters start earning from their show. But most shows don't need a pricing sheet first. They need a show that's ready for a sponsor to say yes. This guide covers both: how to get your podcast sponsor-ready, and how to price your first deal once you're there.
1. Build the platform before you pitch
Sponsors are buying access to your audience. Before you reach out, make sure you can show them three things:
Consistency. A steady release schedule tells a sponsor their ad will actually run, on time, in front of people who expect your show. Ten or more published episodes on a regular schedule is a good starting point.
A clear audience. Who listens? What do they do, buy, or care about? A small audience that fits a sponsor's customer exactly is worth more to them than a big general one.
Your numbers. Know your average downloads per episode in the first 7 days, plus any YouTube views, newsletter subscribers, or social following that comes with the show.
2. Know where your show stands
It's easy to feel small next to the big shows, but most podcasts get fewer downloads than people expect. Here's how episodes stack up in their first 7 days, according to Buzzsprout's platform stats (October 2026):
28+ downloads: top 50%
99+ downloads: top 25%
425+ downloads: top 10%
1,034+ downloads: top 5%
4,658+ downloads: top 1%
If your episodes regularly clear 100 downloads, you're already ahead of three out of four shows. That's worth saying in a pitch.
3. Choose where the ad goes
Pre-roll: at the start of the episode, usually 15 to 30 seconds. Most people hear it.
Mid-roll: in the middle, usually around 60 seconds and often read by the host. Listeners are most engaged here, so it's the most valuable spot.
Post-roll: at the end. Fewer people hear it, so it costs the least, which makes it an easy first yes for a smaller or local sponsor.
On a video podcast, you can also offer a sponsor logo on screen, a mention in the description, or a shout-out in your short clips.
4. Pick a pricing model
There are two common ways to price an ad.
CPM (cost per 1,000 downloads). This is how larger shows and ad networks price. Current ranges, per Castos:
Pre-recorded ads (up to 60 seconds): about $15 to $30 CPM
Host-read ads: about $25 to $40 CPM
Host-read ads in business, finance, or B2B shows: $40+ CPM
Flat rate (per episode or per month). For most independent shows, CPM math doesn't add up. At 300 downloads and a $30 CPM, a single ad comes out to about $9. A flat rate based on the value of your audience, the placement, and what's included is usually a better fit for a growing show.
A good place to start a flat rate: figure out what an episode costs you to make, and price so one or two sponsors cover it. From there, raise your rate as your numbers grow.
5. Bundle it into simple packages
Sponsors like clear options. Three levels is plenty:
Supporter: a post-roll mention on every episode and a link in your show notes. A low-cost way in, great for local businesses.
Spotlight Partner: pre-roll and post-roll mentions, a logo on your video, a show notes link, and a social mention per episode.
Season Sponsor: one sponsor only. A "presented by" intro, a host-read mid-roll, logo placement on video and thumbnails, and a dedicated feature episode during the season.
Lead with your biggest package. It's easier to step down from a Season Sponsor than to talk someone up from a Supporter.
6. Land your first sponsor
Start close to home. Businesses you already know, use, or have a connection with are your warmest leads, and local businesses often love the idea of reaching a niche audience.
Sell by the season. Offer 3 or 6 month deals with a small discount. It gives the sponsor time to see results and gives you steadier income.
Give every sponsor a way to track results. A promo code or custom link shows them what your audience is worth, and that's what gets a deal renewed at a higher rate.
Offer a founding rate. Give your first two or three sponsors a lower rate in exchange for a testimonial or a longer commitment.
Offer category exclusivity. Promise you won't run a direct competitor during their run. It costs you little and means a lot to them.
Where Wayfare fits in
A sponsor-ready show starts with consistent, polished episodes, and that's what we help our clients produce. When the sponsors come, we can place ad reads in your episodes and help with the production side of your sponsor spots. Get in touch if you'd like to talk through what that could look like for your show.