Why advertise through podcasts?

There are several reasons why you would choose to advertise in a podcast:

Targeted reach

Podcasts often have a very passionate and engaged audience that is often around a specific topic or niche. This makes it an excellent way to present your brand to a specific audience

Longer lifespan

Podcasts can be downloaded, saved and listened back to, making the lifespan of an ad longer than, say, a television or radio commercial.

Higher engagement

Podcasts are often listened to during an activity, such as walking, exercising or cleaning up. Listeners tend to be more engaged, don't flush out ads and are more likely to respond to the ad than when relaxing in front of the TV.


Podcast ads are often cheaper than other forms of media advertising because of lower production and distribution costs.


Podcast hosts often have a personal relationship with their listeners, and this can be used to give ads an authentic and trustworthy feel.


There are several ways you can measure the performance of your podcast ad, such as the number of downloads, the amount of time listeners spend listening to the ad and how much traffic is sent to your website.

In what ways can I advertise in podcasts?

There are many ways to advertise. From an entire episode to a small part in the podcast.

  • Sponsorship: of the episode
  • Pre-, mid- or endroll: 20- 30 sec advertising before, in between or at the end
  • Branded content: +- 2 min integration of the topic in the episode
  • Narrated commercial: narrated commercial played during the podcast
  • Social media: Visual translation of the campaign through social media

What does a podcast collaboration cost?

Most podcasts agree on a Cost Per Mille (CPM), or a price per thousand listeners. Shows featuring BN’ers and/or specific niche also often provide a higher rate. Average prices are:

  • 1.000 – 15.000 listeners: € 50 – € 250
  • 15.000 – 50.000 listeners: € 250 – € 750
  • 50.000 – 100.000 listeners: € 750 – € 5.000
  • Meer dan 100.000 listeners: € 1.500 – € 10.000

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