Ad slot
An ad slot is a defined advertising position within an episode that a show can sell to a sponsor, typically the pre-roll, mid-roll, or post-roll. The number and placement of slots determine a show's sponsorship inventory.
For example, a 35-minute B2B show might offer three slots per episode, one pre-roll, one mid-roll, and one post-roll, and sell each to a different sponsor or bundle them for a single advertiser.
Why it matters: thinking in slots helps you plan inventory, price sponsorships, and avoid overloading episodes with ads. For a brand running its own show, the same slots are where you place your own offers, so treat them as conversion real estate rather than something to fill with third-party ads.
A well-run show treats ad slots as scarce - a small number of relevant placements per episode, each earning its spot, rather than every available gap filled.
- Selling every possible slot and training the audience to skip.
- Filling slots with mismatched advertisers just to hit a revenue number.
- Treating all slots as equal when mid-roll attention differs from pre-roll.
What is an ad slot?
An ad slot is a defined advertising position within an episode that a show can sell to a sponsor, typically the pre-roll, mid-roll, or post-roll. The number and placement of slots determine a show's sponsorship inventory.
How many ad slots should a podcast episode have?
Most shows run one to three slots depending on episode length. Overloading slots erodes the listening experience, so niche B2B shows often keep it light and price the few slots they have at a premium.
What are the standard ad slot positions?
The three standard positions are pre-roll at the start, mid-roll in the middle, and post-roll at the end. Mid-roll typically commands the highest price because listeners are most engaged.