Media kit
A media kit is a document a podcast shares with potential sponsors to sell its advertising inventory. It typically covers audience size and demographics, download numbers, available ad slots, pricing, and past sponsor results.
For example, a B2B show's media kit states that it reaches 4,000 downloads per episode among RevOps leaders, lists pre-roll and mid-roll rates, and shows a case study of a sponsor that generated qualified demos.
Why it matters: a strong media kit is what lets a show command premium rates by proving its audience is exactly who a sponsor wants to reach. If you run your own B2B show, you rarely need one for ad sales, but the same audience data is useful for proving the show's value internally.
A strong media kit leads with who listens, not how many - audience seniority, roles, and companies matter more to a serious sponsor than a big download figure.
- Padding the kit with vanity download numbers and no audience detail.
- Omitting concrete proof points like notable guests or listener employers.
- Designing the kit before knowing what a sponsor actually cares about.
What is a media kit?
A media kit is a document a podcast shares with potential sponsors to sell its advertising inventory. It typically covers audience size and demographics, download numbers, available ad slots, pricing, and past sponsor results.
What should a podcast media kit include?
Audience size and demographics, download or listener numbers, available ad slots and positions, pricing or CPM, and ideally social proof such as past sponsor results or testimonials.
How is a media kit different from a sponsorship one-pager?
A media kit is the full reference document with all audience and pricing detail. A sponsorship one-pager is a condensed, single-page pitch designed to grab a prospective sponsor's attention quickly.