Pre-roll ad
A pre-roll ad is a sponsorship message placed at the very start of an episode, before the main content begins. It guarantees maximum reach because everyone who presses play hears it, though attention is lower than mid-roll since some listeners skip the intro.
For example, a 15-second sponsor mention runs immediately after the show's cold open and before the host introduces the guest, so it reaches every listener who starts the episode.
Why it matters: pre-roll guarantees the widest reach, making it good for brand awareness, but it is priced below mid-roll because early listeners are more likely to skip. For a B2B brand on its own show, a short pre-roll is a low-friction place to frame who the episode is for.
A good pre-roll is short and earns the listen that follows - it sets up the episode or makes one clear ask before getting out of the way.
slot price = (estimated downloads / 1000) x CPM
Pre-roll typically carries a lower CPM than mid-roll because early-episode attention is weaker.
- Front-loading a long ad before the listener has any reason to stay.
- Wasting the slot on a generic plug instead of hooking into the episode.
- Repeating the same pre-roll so often regular listeners switch off instantly.
What is a pre-roll ad?
A pre-roll ad is a sponsorship message placed at the very start of an episode, before the main content begins. It guarantees maximum reach because everyone who presses play hears it, though attention is lower than mid-roll since some listeners skip the intro.
Is pre-roll or mid-roll better?
Pre-roll maximises reach and suits awareness goals; mid-roll maximises engagement and suits conversion. Many shows run both and price mid-roll higher.
How long should a pre-roll ad be?
Pre-rolls are usually short, often 10 to 30 seconds, so they do not delay the content listeners came for. Keeping it tight reduces the urge to skip.