Podcast CPMs edged up in June as the advertising season heats up through the summer months amid a potential economic downturn. At the moment, Libsyn’s AdvertiseCast reports that the average June CPM rate was $23.97 for a 60-second spot for ads sold through its platform. That’s a slight increase from May’s average CPM of $23.83. But the number is up 2% from the average of $23.43 recorded a year earlier.
“The average CPM of an ad sold through Libsyn’s AdvertiseCast remains remarkably stable in a changing economic environment,” said Dave Hanley, chief revenue officer at Libsyn’s AdvertiseCast. “Marketers and advertisers are embracing the medium as audiences continue to grow. And we continue to invest in new tools, meaningful insights and advertising technology innovations to provide them with the ability to adapt, measure and effectively target podcast listeners around the world.
Among shows and publishers whose inventory is sold through AdvertiseCast, the three genres of shows that had the highest CPMs in June were tech ($27), business ($26), and education ($24). $). However, the Technology category’s average CPM was down a dollar from the May average, and Education was down two dollars.
According to AdvertiseCast, podcasts with between 1,000 and 9,999 downloads per episode had the highest CPM last month at $26.55 — down 4% month over month. The CPM for this program category reached an all-time high in April and has been declining for two months.
For shows with between 10,000 and 99,999 downloads, the average CPM was $24.63, a 6% increase month over month. And for shows with 100,000 or more downloads per episode, the average CPM was $20.77, a slight increase from the previous month.
AdvertiseCast bases cost per thousand or CPM on actual sales data for over 2,900 podcasts in its marketplace, including over 210 exclusive podcasts. Although there are fluctuations from month to month, it is stated that the typical one-minute ad has a CPM of $25, while a 30-second ad typically has an average CPM of $18. It’s the same as a year ago.