Podcast Sponsorship Guide: Land Brand Deals
Landing your first podcast sponsor feels like a milestone because it is one. A brand is willing to pay real money because they believe your audience will care about what they sell. That transaction validates your show in a way download numbers alone cannot.
But sponsorship does not happen by accident. You need to understand what brands look for, prepare your pitch materials, and price your inventory correctly. This guide walks you through the entire process.
What sponsors actually look for
Brands evaluating podcast sponsorships care about three things: audience fit, engagement quality, and host credibility.
Audience fit
Sponsors want to reach the right people, not just a lot of people. A business podcast with 5,000 engaged listeners in a high-income demographic can command higher rates than a general interest show with 50,000 casual downloads. Define your audience clearly: age ranges, professions, interests, and purchasing behavior.
Engagement quality
Download numbers tell one story. Completion rates, reviews, and listener actions tell another. Brands want audiences that actually listen through ads rather than skipping. Track your episode completion rates and highlight them in your pitch.
Host credibility
Podcast listeners trust hosts. That trust transfers to sponsor recommendations—but only if the read feels genuine. Brands evaluate whether your delivery style matches their brand voice and whether your audience will believe you actually use the product.
Building your media kit
A media kit is your one-page pitch document. It should include:
- Show description and positioning
- Average downloads per episode
- Audience demographics (age, gender, location, profession)
- Engagement metrics (completion rates, reviews, social followers)
- Available ad formats and pricing
- Previous sponsor testimonials or case studies
Keep it visual and scannable. Decision-makers skim, so lead with the numbers that matter most.
Setting your rates
Podcast ad rates typically follow CPM (cost per thousand downloads). Industry benchmarks for 2026:
- Pre-roll (15-30 seconds): $15-25 CPM
- Mid-roll (60 seconds): $25-50 CPM
- Post-roll (30 seconds): $10-15 CPM
Niche shows with affluent audiences can charge above these ranges. B2B shows, finance podcasts, and professional development content often command $50-100+ CPM for mid-roll spots.
Finding and pitching sponsors
Start with brands already advertising on similar podcasts. Listen to shows in your niche and note their sponsors. These companies have budget allocated and understand podcast advertising.
Direct outreach works better than most people expect. Email the marketing team with a short pitch that answers:
- Why your audience matches their customer profile
- What you are offering (ad format, frequency, duration)
- What it costs and what they can expect in return
Podcast ad networks and marketplaces can also connect you with sponsors, though they take a cut of the deal.
Negotiating and closing deals
Sponsorship negotiations are about finding mutual value. Be prepared to discuss:
- Episode commitment (single episode vs. multi-episode packages)
- Exclusivity clauses (will you avoid competing sponsors?)
- Ad read format (host-read vs. produced spot)
- Additional deliverables (social posts, newsletter mentions, show notes links)
Multi-episode packages at a slight discount often benefit both parties. Sponsors get repetition, and you get committed revenue.
Delivering results sponsors can measure
Sponsors want proof their investment worked. Provide tracking mechanisms:
- Unique promo codes tied to your show
- Dedicated landing page URLs (company.com/yourshow)
- Post-campaign reports with download data
When sponsors see clear attribution, renewals become easy conversations.
How Jellypod helps
Landing sponsorships requires data. Jellypod's built-in analytics give you the download counts, geographic breakdowns, and engagement metrics that sponsors want to see.
Consistent publishing builds the track record sponsors trust. With AI-powered episode generation and one-click hosting, you maintain the publishing cadence that makes your show attractive to brand partners.
Final thoughts
Sponsorships are not reserved for massive shows. Brands increasingly value engaged niche audiences over raw reach. Define your listener, build your media kit, and start reaching out. The worst that happens is a polite no. The best is a recurring revenue stream that grows with your show.
