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.
Define your audience, not your size. Lead with who listens — role, interests, spending power — because a small, targeted audience often beats a big generic one for the right sponsor.
Package your ad slots. Offer clear formats — pre-roll, mid-roll, host-read — with lengths and placement so the sponsor knows exactly what they're buying.
Price with CPM. Set rates using CPM (cost per 1,000 downloads) so pricing scales with your numbers and stands up to a sponsor's media buyer.
Pitch the right fit, then follow up. Target sponsors whose product your audience actually uses. Track outreach and follow up once after a week.
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Short and audience-first. Attach the media kit; don't dump everything in the email.
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Price on CPM — cost per 1,000 downloads. Typical ranges are roughly $15-18 for pre-roll, $20-25 for mid-roll, and $25-30 for host-read integrations. Multiply your CPM by your per-episode downloads (in thousands) to get a defensible rate.
Less than most hosts think. A focused audience of a few thousand engaged listeners in a clear niche can attract endemic sponsors whose product your audience already buys. Fit and engagement matter more to those advertisers than raw scale.
Host-read ads command higher CPMs because listeners trust the host's endorsement and skip them less. Dynamically inserted ads scale more easily across a back catalog. Many shows offer both and price host-reads at a premium.
