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Podcast Sponsorship Rate Card Template: Price Your Show and Land Deals

You have built an audience. Brands are reaching out. Now what? Most podcasters undercharge for sponsorships because they have no framework for pricing. A sponsorship rate card template gives you a professional document to present to potential sponsors that clearly communicates your value, your audience, and your rates.

When to Create a Rate Card

You do not need millions of downloads. Podcasts with 1,000-5,000 downloads per episode are attractive to niche brands because the audience is highly targeted. If you consistently hit 500+ downloads per episode and have a defined niche, you are ready for a rate card.

What Your Rate Card Should Include

**Show Overview**

  • Podcast name, description, and genre
  • Launch date and episode count
  • Average episode length
  • Release schedule (weekly, biweekly)
  • Available platforms and distribution

    • **Audience Demographics**

  • Monthly downloads and average per episode
  • Listener demographics (age, gender, income, location)
  • Listener survey data if available
  • Social media following across platforms
  • Newsletter subscriber count if applicable

    • **Sponsorship Tiers**

    **Pre-Roll (15-30 seconds)**

  • Placed at the beginning of the episode
  • Industry standard: $15-$25 CPM (cost per thousand downloads)
  • Typically host-read for authenticity

    • **Mid-Roll (60 seconds)**

  • Placed in the middle during a natural break
  • Industry standard: $20-$50 CPM
  • Highest engagement rate of all placements
  • Host-read with personal endorsement

    • **Post-Roll (15-30 seconds)**

  • Placed at the end of the episode
  • Industry standard: $10-$15 CPM
  • Lower engagement but lower price point for budget-conscious brands

    • **Premium Packages**

  • Full episode sponsorship (all three placements)
  • Multi-episode bundle discounts (4, 8, 12 episode packages)
  • Dedicated bonus episode featuring the sponsor
  • Social media promotion across your platforms
  • Newsletter feature or dedicated email blast

    • **Add-On Options**

  • Show notes link with UTM tracking
  • Custom discount code for attribution
  • Guest interview spot for sponsor representative
  • Live read vs produced ad spot

    • **Production Specs**

  • Ad copy due date (typically 5 business days before recording)
  • Approval process and revision limits
  • Dynamic ad insertion availability
  • Evergreen vs dated campaign options

    • Pricing Formula

    The simplest starting formula: your average downloads per episode multiplied by your CPM rate. A show averaging 3,000 downloads with a $25 mid-roll CPM charges $75 per mid-roll. Package deals should offer 10-20% discount for multi-episode commitments.

    Get Your Podcast Rate Card Template

    Download a professionally designed podcast sponsorship rate card template at [our catalog](https://kincaidandle.com/catalog). Individual creator business templates at [our Gumroad store](https://lunamaile.gumroad.com).

    Know your worth. Charge your worth. Grow your show.

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    *Kincaid and Le Companies LLC*

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