The average CPM rate for podcast advertising per 60 second spot was 2% higher in 2022 compared to the previous year, according to podcast distribution company Libsyn’s latest December 2022 Podcast Advertising Rates report.
This report is derived from sales data from Libsyn’s podcast management and ad-buying network AdvertiseCast Marketplace, which it acquired in 2021, and includes figures from over 3,000 shows.
The data revealed that for 2022 the CPM rate for 60-second ad spots was $23.87 on average, while 30-second ad spots had a much lower average CMPM at an average of $18.
In December 2022, the CPM for 60 second ad-spots was $23.58 which is lower than it was a month prior at $24.65 and lower compared to last December 2021’s rate of which had a rate of $23.87 at the time.
Technology as an ad category experienced the highest CPM with an average of $27 per 60-second ad spot, with Education following behind at $26 and Business at $25. In addition to those figures, the categories that had the most engaged audiences included Art, News, and TV, with an average CPM in the low twenties for December 2022 across all three.
The categories have changed compared to AdvertiseCast’s April 2022 Podcast Advertising Rates report, released May 2022 which named Business as well as Kids & Family as the highest CPM categories in April with an average rate of $28, with Health & Fitness at $27.
“2022 was a breakout year in podcasting,” said Libsyn’s AdvertiseCast chief revenue officer Dave Hanley. “Podcasts have become mainstream with explosive growth among younger and more diverse audiences who are embracing niche genres and new ways of listening.
“In parallel, advertisers are increasingly drawn to the value of the medium as a highly effective, brand safe, and brand suitable environment to market their product or service – which we expect to grow in 2023.”
