Podcast Advertising Costs Guide 2026: Examples, Rates, Types + Formats

Curious about how podcast advertising costs? 

With the podcast industry booming, it’s become irresistible to hop on a show and promote your business.

Whether you’re a coach, small business owner, or founder, it’s easy to see the appeal of finding a dedicated audience and strong partnerships.

But before you jump in, understanding the podcast advertising cost and how this medium works is key to making smart marketing choices.

In this guide, you’ll learn about the different types of podcast ads, how podcast advertising rates work, and how to get the best podcast advertising offers to maximize your podcast ad spend.

You’ll also get an idea of how to plan your budget and what type of campaign you need to prepare for.

Let’s get to it. 

What Are Podcast Advertising Costs?

Podcast advertising costs are the fees you pay to promote your product or service on one or more podcasts. These costs cover the placement of your podcast ad within a show’s episode, which can be pre-recorded or read live by the host.

The podcast advertising cost depends on many things: from the length of the ad, the size of the podcast’s audience, to the type of ad and placement. 

Simply, you pay to get your message heard by podcast listeners who trust and enjoy the content.

Podcast advertising vs podcast sponsorship

Both podcast advertising and podcast sponsorship are ways for a brand to promote on a show. But they differ because:

• Podcast advertising typically refers to placing ads within episodes, which could be pre-roll ads (early in the episode), mid-roll ads (middle), or post-roll ads (end).
• Podcast sponsorships usually involve a longer-term partnership with the podcast that can sometimes include extra content or special mentions on top of ads.

You get ads for both arrangements but sponsorships often feel more integrated, making them a lucrative ad spot for businesses wanting ongoing exposure.

Benefits of podcast advertising

I listen to podcasts daily, and over time, I build a relationship with the people I listen to. Personally, I trust and recall the brands I hear on podcasts and explore more once they have my interest.

That said, for coaches, business owners, marketers and founders looking for dedicated audiences that are already there, podcast is a top channel to consider.

Some of the benefits of podcast advertising include: 

1. Access to highly targeted listeners: You’ll reach and engage audiences who are already very interested in the niche that aligns with your brand.
2. More effective outcome: Podcast ads have a higher engagement rate compared to traditional ads.
3. Feels more natural: Host-read ads feel more genuine, like a friend giving a trusted recommendation in your ear.
4. Better return on ad spend: Listeners have a higher chance of taking action after hearing a podcast ad.
5. Relatively low barrier to entry: You can have flexible arrangements with hosts when it comes to ad formats and pricing models.

Basically, podcasts are effective because advertising fits naturally into the listening experience. 

For example, someone deep into a health or leadership coaching podcast might be more receptive to a coaching offer than a random display ad online.

Different Types of Podcast Ads

There are different ways ad messages are presented to listeners within the podcast episode. It’s how podcast types are differentiated.

Each one can match your advertising goals depending on your brand voice and budget. Let’s take a closer look at the types of podcast ads:

1. Host-read ads: These are ads read by the podcast host themselves during the show. More brands prefer this ad because it sounds like a trusted recommendation from the host and can be personalized to match their tone. 
2. Pre-recorded ads: These are professionally produced spots that are created separately from the podcast episode. They have a polished, commercial feel similar to radio or TV ads and can be reused across multiple episodes and shows.
3. Interview or branded content ads: In some cases, brands sponsor entire segments or interviews that include subtle promotion integrated into the content. This way, it feels more natural and less disruptive to listeners.

Podcast ad placements

Ad placement refers to when during an episode your ad runs. The main placements available to you are:

1. Pre-roll ads: These play at the start of the episode. They’re usually 15-30 seconds long and are great for brief, attention-grabbing messages.
2. Mid-roll ads: Played during the middle of the episode. These are the most sought-after and effective ads because the listener is already engaged. Usually 30-60 seconds.
3. Post-roll ads: These come at the end. Less expensive and less effective, as some listeners might stop listening before the end.

Podcast ads could also vary by how you insert them:

1. Baked-in ads: These are permanently edited into the podcast episode.
2. Dynamic ad insertion: Ads that can be swapped in and out even after the episode is published, letting you update placements for new campaigns and targeting.

How Much Does Podcast Advertising Cost?

When you’re considering podcast advertising for the first time, one of the biggest questions is always: how much will it cost? 

The truth is, podcast ad rates can vary quite a bit depending on several factors, like the show’s audience size, where the ad runs in the episode, and the type of ad you choose.

It’s important to understand not just the numbers but also how those costs turn into real results. 

Let’s break down typical pricing, share examples of ad costs on various shows, and help you get a clear picture of what it might take to run a successful podcast advertising campaign.

Average cost of podcast advertising

Most podcast ads use cost per thousand or cost per mille (CPM) pricing models. This measures how much you pay per 1,000 listens or downloads of the episode your ad appears in.

Here are some figures for the average CPM per ad type:

• Pre-roll ads: $15 – $25 CPM
• Mid-roll ads: $25 – $50 CPM
• Post-roll ads: $10 – $20 CPM

Take note: The final number will also depend on the length of the ad. A 60-second ad typically costs more than a 30-second ad because it delivers more detailed messaging.

Podcast advertising examples

To get a clearer picture of actual podcasting costs, let’s look at these podcast shows and how much they earned for an ad spot:

1. Mixergy by Andrew Warner: $5,200 for three episodes
2. The Tech Guy: minimum broadcast rate of $25,000 per quarter
3. Accidental Tech Podcast: starts at $5,500
4. B2B Growth (marketing): $150 – $600 for ads
5. BiggerPockets (real estate): at least $5,000 per podcast ad campaign
6. Tribe Builders Podcast by Mitch Russo: $1,500 per month (with a three-month lock-in period)

How Are Podcast Ads Priced? 

Podcast ads are typically priced using a few common models, with CPM (cost per mille) being the most popular in 2024 and 2025. 

Let’s break down what CPM means and other pricing models for advertising on podcasts: 

1. Cost per mile (CPM): You pay per thousand impressions (or listens). This means your total podcast advertising cost equals the CPM rate multiplied by how many thousands of listens the episode gets (e.g., $1,500 for an episode with $30 CPM and 50K downloads).
2. Flat rate: Some podcasts offer flat-rate pricing for a full campaign or series of episodes. You get a fixed cost regardless of exact listener numbers, suitable for brands wanting budget control.
3. Cost per acquisition (CPA): CPA means you pay based on measurable results, like leads or sales generated from the ad. Less common and highly performance-based.

These pricing models impact how a podcast is monetized and how the podcast grows.

Factors that influence podcast advertising costs

Different types of podcasts are priced differently. Here’s a clear view of these determining factors:

1. Audience size: The larger the number of listeners per episode, the higher the price. This is the core of CPM pricing.
2. Engagement: Highly engaged audiences, even if smaller, can command higher prices.
3. Ad length: A longer, 60-second ad costs more than a short 30-second ad.
4. Ad placement: Mid-roll ads cost more because they’re heard during the episode. Pre-roll and post-roll ads are cheaper.
5. Host involvement: Host-read ads usually cost more due to authenticity and trust.
6. Podcast’s niche: Some niches like finance or health coaching, have higher CPMs because the audience is more valuable.
7. Ad production and delivery: Pre-recorded ads can be cheaper but host-read ads might produce better results.
8. Podcast network: Advertising through a podcast network might cost more, but you get access to multiple shows and professional campaign management.

How to Advertise on Podcasts

Ready to run your first podcast advertising campaign? Here’s a simple step-by-step to get you started:

1. Define your goals and audience: Know what you want and who you want to reach. Set campaign objectives like brand awareness, lead generation, or sales.
2. Choose the right podcast: Find shows with a relevant podcast audience and that fit your budget. Try listening to a couple of episodes to get a feel of what they do.
3. Select ad format and placement: Plan how your ad will be created or read, and which part of the show you’d like it to be played.
4. Negotiate terms and pricing: Contact the podcast host or their podcast network. Confirm how you’d like to move forward with the partnership.
5. Launch and track results: Monitor the return on ad spend and adjust your ad campaign for better performance.

Aside from advertising, you can also consider starting your own podcast dedicated to your business. There are guides on podcasting 101, podcast business plan, and monetization platforms to get you on the right track.

How to have podcast ads Spotify

Spotify is a major podcast platform with specific tools to advertise. To run ads on Spotify podcasts:

1. Sign up for Spotify Ad Studio: This self-serve platform is built to help you create, manage, and track your ad campaigns across Spotify’s podcast and music content.
2. Choose your campaign objective: Identify whether you’re launching a campaign for brand awareness, website visits, or more.
3. Select your target audience: Use Spotify’s detailed targeting options to help place your ad spot in front of the right ears.
4. Choose your ad format and budget: Spotify primarily supports pre-recorded ads (up to 60 seconds) for podcasts. You can set daily or total budgets to control how much you spend on your ad campaign.
5. Prepare your ad creative: Create an audio ad, following Spotify’s technical requirements.
6. Launch the campaign and track results: Determine the effectiveness of podcast advertising with Spotify’s analytics dashboard and optimize your campaign based on your insights.

Spotify’s system also enables dynamic ad insertion, which means your ads can rotate and target different audiences even on the same podcast episode.

Is podcast advertising worth the cost?

Short answer: yes, but it depends on your business goals. 

Podcasts attract a loyal listener base that’s more attentive than many other ad platforms. This means podcast advertising effectiveness is often higher, giving a more meaningful customer engagement.

The trade-off is the cost of a podcast ad, which can have a higher CPM than standard digital ads. But if your product or service fits well with the podcast’s topic and the listeners’ interests, your ad revenue potential and brand trust can really grow.

Get on Podcasts

Podcast advertising offers an engaging, authentic way to connect with passionate audiences. While podcast advertising costs vary, knowing industry rates and ad types helps you decide how to allocate your ad spend strategically.

If you’re ready to explore the world of podcast ads and want firsthand experience, hop on one as a guest. Podcasters are always looking for experts to share their stories and insights.

Think of what that does for your business. Solid authority and instant trust. Plus guaranteed exposure in front of a receptive audience.

All it takes is creating a free Talks Creators profile. Just input your info and let people find you.

Book podcast interviews and get featured now.

Register for a Free Talks Creator Profile Today.