A podcast media kit is the document a sponsor forwards to their team. It needs audio-specific numbers: downloads per episode over a set window, where those numbers come from, and ad formats priced on CPM. This template lays all of that out on one or two pages.
What you get
A show overview and host bio section written for media buyers
An audience and downloads section that states how each number is measured
An ad formats and CPM rate grid for pre-roll, mid-roll, post-roll, host-read, and produced spots
A branded PDF to attach to pitches and an editable CSV to refresh each quarter
How to use this template
1
Pull your numbers from one source. Use your hosting platform's stats for every download figure. If your host is IAB Tech Lab certified, say so, since buyers trust certified numbers more.
2
Pick one download window. Report the average downloads per episode over the same window for every episode, such as the first 30 days after release. Mixing windows makes your numbers look inflated.
3
Price on CPM. Set a CPM per format and show the math: CPM times downloads per episode divided by 1,000. Leave the rate blank until you have checked current market ranges.
4
Add proof and send. List past sponsors with one real result each, then export the PDF. Attach it to your pitch email instead of pasting stats into the email.
What's inside
Here's a preview. Unlock the free download to get all 8 sections (6 more below).
What is a podcast media kit?
A podcast media kit is the one- or two-page document you send an advertiser once they have shown interest. It collects the show description and host bio, average downloads with the window and the source, audience data, ad formats and CPM rates, past sponsors with results, and a booking contact.
Media buyers compare shows side by side, so a download number without a time window or a source is hard for them to use. A kit that states both, and that says plainly who listens, can be forwarded to their team without anyone having to email you three follow-up questions first.
Show overview
The first thing a buyer reads. Two or three lines per field is plenty.
Show name and tagline
e.g. The Indie Studio: practical audio advice for new podcasters
What the show covers
e.g. Weekly 35-minute episodes. Gear, editing, and growth, mostly interviews.
Chartable was a podcast analytics platform that tracked chart rankings, SmartLinks for attribution, and audience growth across Apple Podcasts, Spotify, and other directories.
Passionfroot is a sponsorship management platform built for creators who want to handle brand deals without spreadsheets, long email threads, or an agent.
Sponsors buy access to an audience, not a download number. This pitch template helps you frame your listeners, package ad slots, and price with CPM so you sound like a media business, not a hobbyist asking for money.
Your media kit is your sales sheet. This template organizes your audience stats, past brand results, and pricing into one clean document so brands trust you fast and move straight to scoping a deal.
The recap you send after a sponsorship decides whether the brand comes back. This template shows up professional: every deliverable confirmed, the reach and engagement they paid for, and the link clicks or promo redemptions that prove it worked.
It is the reference document you send a prospective sponsor: show description, host bio, download averages with their window and source, audience data, formats and rates, past results, and how to book. One or two pages, no longer.
How long should a podcast media kit be?
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One page if you can, two at most. Buyers skim, and a ten-page deck signals padding rather than detail. If a section needs more room, link out to it instead of inflating the document.
How are podcast downloads measured for sponsors?
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Most buyers look at average downloads per episode within a fixed window after release, often 30 days, sometimes 7. The numbers should come from your hosting platform. The IAB Tech Lab runs a certification program for podcast measurement, and hosts that pass it can say their stats are IAB certified.
How is a podcast media kit different from a sponsorship pitch?
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The pitch is the short email that starts the conversation. The media kit is the reference document you attach: every number, format, and rate in one place, which the sponsor can share with their team.
How often should I refresh my podcast download numbers?
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Every quarter, and immediately after any episode that moves your averages. Put the last-updated date on the document itself. A kit quoting numbers from eight months ago reads as either careless or as an attempt to hide a decline, and buyers notice.
What if my download numbers are small?
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Lead with the audience instead of the total. A survey line such as 71% of listeners are in their first two years of podcasting tells a gear company more than a download figure does. Small numbers with a sharp, documented audience still close endemic sponsors.
