Podcast sponsorship

Podcast sponsorship lets a brand speak to listeners who have chosen to spend time with your show, often while they are commuting, exercising or relaxing. You do not need an enormous audience to attract sponsors, because a focused show with a loyal following can be exactly what a business is looking for. Spontzer helps podcasters, and the people behind newsletters and other independent media, list their opportunities and reach brands directly.

How podcast sponsorship works

In a podcast sponsorship deal, a brand pays you to promote its products or services to your listeners, usually through advertising spots within your episodes. The arrangement might cover a single episode, a run of episodes or a full series, and it can include extras such as social posts, newsletter mentions or bonus content. The brand is paying for access to your audience and for the trust your listeners place in you.

That trust is what makes podcasts valuable to advertisers, and it is also what you need to protect. Work only with brands you are comfortable recommending, and be open with your listeners about what is paid for. A sponsor that suits the show will be received far better than one that feels out of place.

Host-read ads and where they sit

A host-read ad is a short advert that you read yourself, in your own voice and style, rather than a pre-recorded advert supplied by the brand. Many brands prefer host-read ads because listeners tend to pay closer attention to someone they already know and trust. You will usually work from a brief with the key points the brand wants covered, then put it into your own words.

Ads are often described by where they sit in the episode. A pre-roll ad plays at the very start, before the main content begins. A mid-roll ad plays part way through, when listeners are settled in, and is often seen as the most valuable placement for that reason. A post-roll ad plays at the end, after the main conversation, and is generally the least prominent because some listeners stop before it plays.

Episode sponsorship and series sponsorship

Episode sponsorship means a brand buys one or more ad spots in particular episodes, which suits businesses that want to test a show before committing further. Series sponsorship goes further, with the brand becoming the presenting partner for a whole season or a themed run of episodes. A series partner might be mentioned in every episode, named in the show notes and artwork and given a closer creative role.

Offering both options gives brands a choice that matches their budget and confidence. A short trial that goes well is one of the most reliable routes to a longer series deal, so make sure you report results clearly after each campaign.

Audience data to share with sponsors

Brands will want evidence of who listens and how engaged they are. Most hosting platforms provide useful figures, and you should be ready to share them honestly and in a consistent format.

Downloads or listens per episode, measured over a set period after release, along with how this has changed over time.
Where your listeners are based, which matters a great deal to UK businesses that sell locally or nationally.
Listener demographics and interests, drawn from platform data or a simple audience survey.
Engagement signals such as reviews, messages, community membership, social followers and newsletter sign ups.
Results from previous sponsorships, such as use of a promotional code or a dedicated web address, if you have them.

Niche audiences and how to get podcast sponsorship

A niche show can be more attractive to a sponsor than a general one, because its listeners share a specific interest that the brand wants to reach. A podcast about cycling, gardening, local history or small business may have a modest audience, yet that audience is exactly the group a relevant business would struggle to reach elsewhere. Describe your niche clearly and explain why your listeners trust you on the subject.

When you approach podcast sponsors in the UK, start with businesses your listeners already use and would welcome, and suggest a specific idea rather than a generic ad slot. Have a simple media kit ready that sets out the show, the audience and the options. Our guide on how to get podcast sponsorship goes into each step in more detail.

Pricing your podcast sponsorship

Podcast pricing is often linked to the size of your audience, but it should also reflect how engaged and well targeted that audience is, the placement of the ad and how much work goes into it. A host-read mid-roll in a focused show deserves a higher price than a short pre-roll in a general one. Bundles that add social posts, newsletter mentions or a series credit can justify a higher overall figure.

Avoid pricing so low that it undervalues your show, and be clear about what is included and for how long the ad will remain in the episode. Spontzer can offer guidance on structuring packages and help you think through a sensible price for your audience, though the final figure will always be agreed between you and the brand.

Disclosure, newsletters and other media

UK advertising rules require ads to be clearly identifiable as advertising, and this applies to podcasts and other online content as much as to traditional media. The Advertising Standards Authority, known as the ASA, enforces the UK Code of Non-broadcast Advertising and Direct and Promotional Marketing, known as the CAP Code. In practice this means telling listeners when a segment is sponsored, labelling paid social posts and making sure the brand's claims are accurate.

The same principles apply if you run a newsletter, a blog, a video channel or another form of independent media. Newsletter sponsorship works in a similar way, with a brand paying for a featured slot or a dedicated issue, and subscriber numbers, open rates and audience detail playing the role of downloads. You can list any of these on Spontzer, where each listing is reviewed, given a full digital prospectus and promoted to our brand network. Membership is £99 a month or £599 a year and is your only cost, with no success fee or commission taken from you, as explained on our pricing page.

Frequently asked questions

How many listeners do I need to get podcast sponsorship?

There is no fixed number. A smaller show with a clear niche and an engaged audience can attract sponsors, particularly businesses that want to reach that specific group of people. Honest, consistent audience figures matter more than size alone.

What is the difference between pre-roll, mid-roll and post-roll?

These describe where the ad plays. Pre-roll is at the start of the episode, mid-roll is part way through and post-roll is at the end. Mid-roll is often seen as the most valuable because listeners are already engaged.

Do I have to tell listeners an ad is sponsored?

Yes. UK advertising rules, enforced by the ASA under the CAP Code, require ads to be clearly identifiable. Tell listeners when content is sponsored and label any paid social or newsletter posts.

Can I list a newsletter as well as a podcast?

Yes. Spontzer welcomes podcasts, newsletters and other independent media, and membership includes unlimited listings. You can list each one separately with its own prospectus.

Do I pay a success fee on a podcast deal?

No. Podcasters and other rights holders pay only their membership and receive the full agreed value of every deal. The 10% success fee is paid by the brand on top of the agreed price, so on a £5,000 sponsorship the brand pays £5,500 in total and you receive the full £5,000.

List your podcast or newsletter

Create a listing with your audience details and sponsorship options and have it promoted to brands looking for media partners.

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