sponsorship

What are your ad slots actually worth?

Plug in your downloads, CPM and ad slots to see what sponsorship could realistically pay your show - per episode, month and year. Then weigh it against the bigger prize for a B2B brand: the pipeline the show drives.

sponsorship revenue / episode£50
per month£200
per year£2,400
value per slot£25
At 1,000 downloads an episode, sponsorship rarely pays back a B2B show. The real return is the pipeline a sharp, niche show drives - treat ad revenue as a bonus, not the business case.
what to do
  • CPM is the price per one thousand downloads - revenue scales with audience size and the number of ad slots, not just how good the show is.
  • B2B audiences are small but valuable: a few hundred of the right buyers can be worth more than tens of thousands of casual listeners.
  • Pipeline beats ad revenue - the meetings, trust and deals a B2B show creates almost always dwarf what sponsors will pay for slots.
Want a show your buyers actually listen to - one that drives pipeline, not just ad slots? That's what Fame builds.
Fame runs the whole show - strategy, guest booking, production and promotion.
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Built by Fame - B2B podcasts that drive pipeline.

how to use it

How to use the sponsorship calculator

  1. Enter your average downloads per episode (the first 30 days is the usual benchmark).
  2. Set the CPM - the price a sponsor pays per one thousand downloads.
  3. Add how many ad slots you sell per episode (pre-roll, mid-roll, post-roll).
  4. Enter how many episodes you publish each month to see monthly and annual totals.
worked example

See it with real numbers

For example, you average 1,500 downloads per episode and a sponsor pays a £25 CPM, so one ad slot is worth about £37.50. Sell 2 slots per episode and that is roughly £75 an episode, and at 4 episodes a month around £300, or about £3,600 a year. Compare that to a single deal the show influenced worth £20,000. The takeaway: for most B2B brands sponsorship is small change next to the pipeline the show drives, so those ad slots are usually better spent promoting your own offers.

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Put this calculator on your site

Free to embed. Paste this snippet anywhere your audience plans pricing - it's self-contained, updates live, auto-fits any layout, and links back to the full tool.

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<p style="font:14px/1.5 sans-serif;margin:8px 0 0">Free <a href="https://learn.fame.so/calculators/podcast-sponsorship-value-calculator">podcast sponsorship value calculator</a> by Fame</p>
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keep reading

Related resources

Further reading on the Fame blog: A Guide To Understanding Podcast Ad Rates →

CPM

What cost per mille means and how it sets the value of an ad slot.

learn more →

Podcast sponsorship

How sponsorship deals work and where they fit in a B2B strategy.

learn more →

Ad slot

Pre-roll, mid-roll and post-roll explained - and what each is worth.

learn more →

Podcast ROI calculator

Look past ad revenue and model the full return of a B2B podcast.

learn more →
questions

Frequently asked questions

How is sponsorship revenue per episode calculated?

We take downloads divided by 1,000, multiply by your CPM for the value of one slot, then multiply by the number of slots per episode. Monthly and annual figures scale that by cadence.

Why does the calculator point me toward pipeline?

For most B2B brands, sponsorship revenue is small relative to the deals a show influences. A few hundred of the right listeners can generate pipeline worth far more than any ad slot.

Should I sell sponsorship on my own B2B show?

Often not. Selling third-party ads can dilute your message. Many B2B shows are better off using those slots to promote their own offers - the show itself is the marketing.

B2B podcasts that drive pipeline

Build a show that drives pipeline, not just ad slots.

Fame runs B2B podcasts end to end - strategy, guest booking, production and promotion. Done for you.

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